I have narrowed my advertisement choices down from 8 to 3. My mind tends to over analyze each one on their different rhetorical appeals and individual arguments. Each one has different forms of pathos and ethos. However, they are all trying to sell me things. Whether it’s a watch sponsored by Eli Manning, famous quarterback, or an ad to help poverty stricken children in foreign countries, they all are selling a product. I never realized that even if an ad isn’t selling a specific product it can sell you on an idea or a lifestyle.
The ad that caught my attention first isan article from the non-profit organization SmileTrain. The article is featured in a non-specific parenting magazine. The font of the titling is formal and straight forward. There is a clip art that i am assuming is the charity’s logo that is located at the bottom of the page. It is of a cartoon train steaming forward with a smile of the from of the engine. It is very playful and the pastel colors are pleasing to look at.
The ad shows children under the age of 13 that have deformed cleft palates. They are all of Asian descent and have very “sad eyes”. The deformation of their mouths as well as their teeth are very visible. It produces a sense of empathy and heartache into its’ intended readers. I find it very difficult as a mother, a working citizen, and a humanitarian to look away from their despondent expressions of dire need. The ad is asking for monetary support for a surgery that will enhance their facial features and show that a person “cares enough” to help them. The ad definitely evoked pathos from me.
The ethos in the same ad is in a quote given by The New York Times in an off box to the side. It mentions the credibility of SmileTrain as “one of the most productive charities…in the world”. The New York Times is a very diligent magazine that has a reputation for being reliable and trustworthy in their publishing.
The logos is a bit lost to me in this ad. It was mentioned in a magazine that proves that majority of the targeted audience will be parents or people that like children. Therefore, I agree with their attempts to reach that certain demographic. However, as an American who believes we as a nation have enough problems within our own country, I don’t agree with helping other countries and letting ours falter. I normally dislike this saying, but why can we not “take care of our own” first? This ad did not sell me for that reason only. I am very proud of my country and I feel that Americans should work and help our county in the areas that we need it. It is a great cause and I support their efforts to try to help people, but I do not support their warrant in this ad. They want American families to feel sympathy for these poor children and give any extra money we have, when we have major issues within that need our attention as well. The ad claims, “Each of these kids needs somebody who cares enough to send $250 once.” They are arguing that if you do not send the money then you must not care about the children. That claim infuriates me. How dare someone insinuate that I don’t care about the children just because I chose to support my own country and our own children. Consequently, that is the reason I now have 2 ads to choose my paper from.