Visual Rhetoric Austen Eaton

1. Visual RhetoricAusten Eaton

2. Background Information • Cancer Patient Aid Association is a non-governmental organization in India that works to provide assistance to cancer patients beyond that of medical professions, and also spreads awareness on the dangers of chewing tobacco, early marriage, and multiple pregnancies that are responsible for about 70% of cancers in India.

3. What is the Purpose of the Ad? • The intended audience is obviously the smoker. However, it can also be intended for the smoker who is apathetic to people around them, in the presence of second hand smoke.

4. What is the Purpose of the Ad? • The purpose of this ad is to illustrate the deadliness of smoking cigarettes, how one is slowly burning their life away each time they smoke. • Also, it’s purpose is to call its intended audience to action, to put out their cigarettes and possibly save their life, as well as the lives around suffering form their second hand smoke.

5. Who is the Intended Audience of the Ad? • The intended audience is obviously the smoker. However, it can also be intended for the smoker who is apathetic to people around them, in the presence of second hand smoke.

6. Who is the Intended Audience of the Ad? • The intended audience is obviously the smoker. However, it can also be intended for the smoker who is apathetic to people around them, in the presence of second hand smoke.

7. What’s the Focus of the Ad? • The intended audience is obviously the smoker. However, it can also be intended for the smoker who is apathetic to people around them, in the presence of second hand smoke.

8. What’s the Focus of the Ad? • The focus is on what used to be two ladies, sitting in a restaurant, smoking.

9. What is Omitted from the Ad? • The intended audience is obviously the smoker. However, it can also be intended for the smoker who is apathetic to people around them, in the presence of second hand smoke.

10. What is Omitted from the Ad? • The rest of the ladies' bodies are omitted to illustrate the fatal risks of smoking. • Also, the other people in the restaurant are missing, symbolizing the absence of others by second hand smoke, whether it be by the rejection of acquaintance with the smoker or by death because of the smoker.

11. How Does the Coloring affect the Ad? • The intended audience is obviously the smoker. However, it can also be intended for the smoker who is apathetic to people around them, in the presence of second hand smoke.

12. How Does the Coloring affect the Ad? • The use of neutral grays, whites, blacks, and browns create a dark, sort of frightening mood that strikes a sense of fear in the audience about what smoking cigarettes really does to one’s body and health.

13. How Does Exaggeration affect the Ad? • The intended audience is obviously the smoker. However, it can also be intended for the smoker who is apathetic to people around them, in the presence of second hand smoke.

14. How Does Exaggeration affect the Ad? • The exaggerated burning away of the women’s bodies helps to emphasize the deadliness of smoking cigarettes.

15. How does Symbolism and Metaphor Affect the Ad? • The intended audience is obviously the smoker. However, it can also be intended for the smoker who is apathetic to people around them, in the presence of second hand smoke.

16. How does Symbolism and Metaphor Affect the Ad? • The burning women are a symbol of the fatal effects of smoking. • By comparing the relationship between the women and a burning cigarette, the CPAA creates the metaphorical statement: “When you smoke, you are a cigarette, slowly burning into nonexistence.”

17. How Does Sensory Imagery Affect the Ad? • The intended audience is obviously the smoker. However, it can also be intended for the smoker who is apathetic to people around them, in the presence of second hand smoke.

18. How Does Sensory Imagery Affect the Ad? • Because the CPAA put the cigarette smoke and ash in the ad, the subject(s) of the audience that have been around a smoker are reminded of the sickening smell and taste of second hand smoke.

19. Logical Appeal of the Ad? • The intended audience is obviously the smoker. However, it can also be intended for the smoker who is apathetic to people around them, in the presence of second hand smoke.

20. Logical Appeal of the Ad? • The logical appeal of the ad is that smoking cigarettes gradually takes your life, so why do it?

21. Ethical Appeal of the Ad? • The intended audience is obviously the smoker. However, it can also be intended for the smoker who is apathetic to people around them, in the presence of second hand smoke.

22. Ethical Appeal of the Ad? • The ethical appeal of the ad is the CPAA logo at the top right of the ad.

23. Emotional Appeal of the Ad? • The intended audience is obviously the smoker. However, it can also be intended for the smoker who is apathetic to people around them, in the presence of second hand smoke.

24. Emotional Appeal of the Ad? • The emotional appeal of the ad appears when the readers have personal, sorrowful reactions because of family or other loved ones that have died or been diagnosed with cancer due to continuous smoking.

27. Works Cited • "Cancer Patients Aid Association: Bistro." Ads of the World™. N.p., n.d. Web. 19 Oct. 2012. <http://adsoftheworld.com/media/print/cancer_patients_aid_association_bistro>. • "Cancer Patients Aid Association: Motel." Ads of the World™. N.p., n.d. Web. 19 Oct. 2012. <http://adsoftheworld.com/media/print/cancer_patients_aid_association_motel>. • "CPAA: NGO India, Cancer Research NGO India, CPAA Annual Reports: 2011 | 2010 | 2009 | 2008 | 2007." CPAA: NGO India, Cancer Research NGO India, CPAA Annual Reports: 2011 | 2010 | 2009 | 2008 | 2007. N.p., n.d. Web. 19 Oct. 2012. <http://www.cpaaindia.org/aboutus/index.htm>.