Visual Rhetoric By: Rilee Mathews

Background Information The ad titled Last Round was done for MADD (Mothers Against Drunk Driving) , which is an organization that was created by a mother who lost her child in a drunk driving crash. It was released in March 2011. The ad was done by Uber Advertising Agency in Canada. Creative Director: Ben Bousquet Art Directors: Pascale Dufour and Max Turcotte

What is the meaning of this ad? This ad shows that drinking and driving can lead to death. MADD is trying to show that making the harmful decision to drink and then drive can lead to even worse consequences. They are trying to persuade people to make the right decision, which is to not drink and drive. It shows that when you do this, the last round with your buddies could be a funeral.

Who is the audience? The audience of this ad is anyone who drives. It shows that you should make appropriate decisions while driving. The ad is also for mothers as well as fathers that have children who drive. This is to influence parents to educate their children about the risks of driving under the influence.

What is the first thing you notice? Why is your attention drawn there? The first thing that is noticed is the casket. It is the focal point of the ad. Attention is drawn here because the point of the ad is to show the consequence of drinking and driving, which is death. The casket is a symbol for death.

Does the light seem to be natural or artificial? The light looks to be artificial. It is making the casket brighter so that it becomes the focal point of the ad.

Does taking out the words change the meaning? This does change the meaning. Now it just looks like a picture of four men carrying a casket instead of being an ad against drinking and driving.

Logos What is the logical appeal? It is logical that you should not drink and drive because is could lead to a serious injury or even death of yourself or a loved one.

Ethos What is the ethical appeal? This ad was done by MADD, which is a credible source. Their movement has saved over 300,000 lives.

Pathos What is the emotional appeal? The emotional appeal is that you feel sympathetic to someone that has lost a loved one due to drunk driving. This would cause someone to want to prevent their family from making this bad decision.

Works Cited Advertolog. Madd Adverts & Commercials Archive. March 2011. Web. 18 Oct. 2011. Madd. Mothers Against Drunk Driving. Web. 18 Oct. 20ll.