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Visual Rhetoric Madison Reed

Visual Rhetoric Madison Reed. Background Information.

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Visual Rhetoric Madison Reed

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  1. Visual RhetoricMadison Reed

  2. Background Information • The British Heart Foundation is aimed to prevent heart diseases. This ad made in 2004 was aimed to make people aware of what smoking does to your body. 'Give up before you clog up completely' was the message and it proved to be one of the foundation’s most memorable and successful campaigns. It persuaded thousands of people to give up smoking. • Smoking damages the lining of your arteries, leading to a build-up of fatty material. This makes smokers twice as likely to suffer a heart attack compared to people who have never smoked.  • Commercial for this campaign http://www.youtube.com/watch?v=rhXT1z1LaCk

  3. Who is the intended audience?

  4. Audience • The audience is anyone who smokes cigarettes. The audience could also be anyone who is around someone who smokes or someone wanting to start smoking.

  5. What is the purpose?

  6. Purpose • The purpose of this ad is to inform what smoking does to your body. Also, to persuade people to give up smoking because of what it does to your body.

  7. What is the ad’s point of view?

  8. Point of view • The British Heart foundation viewpoint on smoking is obviously negative. This ad shows a negative factor smoking can do to you body by clogging up your arteries.

  9. Ethos • What makes this Ad credible?

  10. Ethos • The British Heart Foundation (or BHF) is a charity organization in the United Kingdom that funds research, education, care and awareness campaigns aimed to prevent heart diseases in humans. • www.bhf.org.uk

  11. Pathos • What is the ad’s emotional appeal?

  12. Pathos • The emotional appeal is it makes you not want to smoke because the fatty deposits can clog up your arteries.

  13. Logos • What is the logic in this advertisement?

  14. Logos • Logically, you know it is bad for your health and you could eventually die from smoking, but people continue to do it anyways.

  15. How does omitting the words change the meaning of the ad?

  16. Omitting the words • Omitting the words changes the purpose of the ad. Without the words, the ad would not make sense or have a meaning.

  17. Citation • "Powerful anti-smoking ad campaign - British heart Foundation - 50th anniversary." British Heart Foundation - Home. Jan 2004. Web. 11 Nov 2012. <http://www.bhf.org.uk/html/Powerful-anti-smoking-ad-campaign.html>.

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