1. Visual Rhetoric
Braxton Smith

2. Purpose
What is the purpose of this ad?

3. This ad was created by the Montana Meth Project and launched in September It was created to help raise awareness of the destructive effects of using Meth, with hopes of ending its use.

4. Focus
What is the focus of this ad? What first comes to mind?

5. Focus
I believe the focus of this image is the beaten mother. She is in the center of the ad. Also the light colors of her clothes make a sharp contrast from the surrounding cabinets, and draw quick and shocking attention towards her. The first thing that comes to mind is “Why would anyone do this to their own mother?” It is a calm situation until the mother is seen, then it becomes violent.

6. View
How does removing the words change the received purpose?

7. View
Without the words, the ad appears to be against the abuse of women. There is no indication that meth is involved and therefore the purpose is entirely misinterpreted.

8. Who is the intended audience?

9. Audience
The intended audiences are teens, young adults, parents, and anyone who may be near meth or its harmful effects.

10. What is the emotional appeal?
Pathos
What is the emotional appeal?

11. Pathos
At first, I felt strong sympathy and sadness for the woman because she was beaten by her child because of their addiction to a drug. I’m also angered that something like meth can turn a child into a violent brute that would beat their mother for it.

12. What is the logical appeal?
Logos
What is the logical appeal?

13. Logos
Using a drug that deludes your mind do much that you can abuse your own mother to this extent, is infinitely illogical. There is no logic in doing something that can transform a respectful child, into a monster.

14. What is the ethical appeal?
Ethos
What is the ethical appeal?

15. Ethos
Would you beat your own mother? Hopefully not, because it is immoral, and unethical. People seeing this ad and its visual focus, the mother, more than likely immediately think of how morally wrong that this act is. Because meth caused this incident, it is also unethical.

16. Sources
Thirdwayblog.com
Methproject.org

17. Citation
Siebel, Thomas. "Mother of a Meth User." What Is Meth, Effects of Meth & Facts About Methamphetamine - Meth Project. Montana Meth Project, 22 Sept Web. 27 Nov