Visual Rhetoric Presentation Ashley Shelton

Reaction What is your reaction to this photo when you first look at it? Confused, as it seems the woman is holding TNT, but then a second glance shows that she has candles. But you still want to know what she is doing with them.

Background This is titled “The fight, TNT.” Published by the advertising agency Saatchi & Saatchi, of Paris, France. Used for the Association France Alzheimer. Photographed by: Yann Forhan

Audience Who is the intended audience for this ad? The audience is anyone who has a family member that has Alzheimer’s or knows of a person who has this syndrome.

Technique What was the purpose of the woman being in the kitchen? It is stereotypical that most older ladies stay busy in the kitchen, baking their cookies or what not. In general, kitchens are more dangerous than let’s say the woman being in a living room. It shows her vulnerability.

Lighting Is the lighting important to the overall appeal of this ad? How does the lighting put emphasis on the focal point? Yes,the lighting is very subtle and seems eerie and lonely. Farther into the kitchen there is less light. In the kitchen there are two lights, one above the sink and the other above the stove. The lights are diagonal to each other and cast a glow off of the woman.

Ethos Are the photographer and advertising agency credible after viewing this ? Yes, they are conveying a message for a population of the baby boomers who are growing older and less independent.

Pathos What emotions does this ad provoke? Would the emotion be different if your grandparents has alzheimer’s and you saw this? Sadness or sympathy for the woman who seems to have forgotten what she was doing. Would be more emotional for family members and persuade them to help them and make sure they get the proper treatment they deserve.

Logos Is this ad logical? Why do you think the Association France Alzheimer decided to use the slogan “Without your support her fight is already lost?” Yes this ad is logical, many people in the U.S. and throughout the world have Alzheimers. To provide emotional appeal and a “stand up and fight” causation.

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