Danyell Polson 7 th Period

Background  This is an ad by Above The Influence on negative effects of drugs and alcohol.  Agency: Mckinney  Creative Director: David Baldwin  Published : November 2008

What Catches Your Attention?

Focal Point The Focal Point for me was the box of Rat-X, as It is secluded in the lower half of the picture and it’s bright color contrasts with the dark floor.

Is it balanced?

 Despite the fact that the words and logo almost even out the top and bottom half, the majority of the picture is still in the top portion, so it is unbalanced in my opinion.

Why are they rats?

 This ad creatively uses the analogy that drugs and alcohol are to people as rat poison is to rats, A deadly temptation.

What does it mean?

Meaning:  The rat poison is symbolic of drugs and alcohol and how they can literally poison your mind. The rats, who were originally teenage girls, Are offering Rat-X to one another to show how teens persuade each other to use harmful drugs.

Are the words significant? Why or why not?

Are the words significant?  The words are somewhat significant because you are given the rhetorical question “What’s the worst that could happen?” To really make you think. But if the words were not provided one could still probably infer the ad’s intended meaning. Why or why not?

Logos, Ethos, Pathos.

Logos  The logical appeal of this advertisement is that everyone knows rat poison is bad, especially for rats. Just like everyone should know drugs and alcohol are toxic and can ruin your life.

Ethos  This ad was published by the Above The Influence organization, a widely credible group and partnership for a drug-free America.

Pathos  The emotional appeal is a negative feeling, most likely sadness because it brings attention to the fact that thousands of kids are being mentally poisoned by and don’t have the will power to say no to drugs and alcohol.

Sources  the-influence-rats/ the-influence-rats/ the-influence-rats/ Creative Ad Awards