1. Ladder Visual Rhetoric Project W Gross Ms. Stein APLC; P3 January 19,2012

2. Background Information “Ladder” was created for a Amnesty International campaign in 2008. A scene of a woman is depicted to shed light on domestic abuse toward women. Tag-line: “Many women fall off the ladder, because the dinner didn't taste good enough.” The image was created by Dora Katona and Gyuri Windholz

3. What are your first impressions?

4. First Impression Although the ladder should be the main focus the eyes are drawn to the women first. She seems to be looking down at her food with a mix of fear and sadness. The ladder is the next focal point and you can't really tell that the ladder is “sitting” at the table. The little boy is not as noticeable and it is hard to tell what he is looking at.

5. Does the image draw you in emotionally?

6. Emotional appeal The expression on the woman's face is heart wrenching, which makes you want to help her. Her face along with the face of the little boy lets you know that something is not right, but you can't tell from their faces alone. The ladder being in the place of the man helps clue you in that the problem lies with him.

7. Is there anything that can be inferred?

8. Logical Appeal The ladder is a symbol of violence and abuse in this image. The violence from a man has been replace by a ladder that causes pain. This is a gentler way of saying that her husband is abusive.

9. Do you know who Amnesty International is?

10. Ethical Appeal I was not aware of Amnesty International before seeing this ad. Amnesty international is the “celebrity” of this image that helps validate it. Without the logo, the image would not have as much impact for as many people.

11. Do you feel the same way as you did a second ago?

12. Effect after removing ladder Removing the ladder from the image lessens the message of the tag- line. If you weren't familiar with the association of falling off a ladder and abuse, the ladder replacing the man at the table helps with the comprehension.

13. Wait..A man and a women came up with this?!

14. No double standards The graphic designers of this ad are Dora Katona and Gyuri Windholz. The advertisement may be seen as bias toward women written for women to see. The fact that a man and a women both contributed to the image shows that men understand that though they get abused too, it is still important to shed like on women' abuse.

15. Citations Amnesty International. Advertisement. adsoftheworld.com. N.p., Apr. 2008. Web. 18 Jan. 2012 "History - The Meaning of the Amnesty Candle." Amnesty International Canada | Today in Human Rights. 2012. Web. 18 Jan. 2012.