Anti-drug ads are becoming more and more commonplace in America. However, this ad has nothing to do with America or even Americans. This ad is almost exclusively targeted at Colombians and uses two of the three persuasive techniques to proclaim the true effects of Colombia's drug production.
The most obvious persuasive technique used is Pathos, or emotional appeal. This ad hits home immediately because kidnapping alone brings strong emotions in most, if not all, parents. The fear showing in the body language of the girl in the house gives goose bumps to a reader. I mean, what parent does not fear for the well being of his or her own child? No parents. Feelings of guilt are also coaxed out into the open in this strong ad. Past, or ever current cocaine users have or are funding the terrorist kidnappings currently ravaging the country of Colombia.
Instead of the usual celebrity or expert endorsement, this ad mixes things up a bit. The designers use ethos in a negative way. They portray a "business man" with only one giant nose. This symbolizes his use of cocaine to stay awake all night partying. This ad implies that any purchaser of cocaine is just as bad as the one holding the gun, as the man is holding an assault rifle. This negative ethos makes the reader not want to be like the "business man" in the picture.
Interestingly enough, logos is not used in this advertisement. Given that the creators have probably been trained in persuasive techniques for years, this is quite odd. However, the main target for this advertisement is a cocaine user. There are so many health warnings about drugs in the world today; any drug-user probably has lost all common sense. The picture is supposed grab the reader and captivate in a short time period, not burden their minds with health warnings.
This anti-drug ad has effectively used pathos and ethos to make a strong impression on any reader.
Nice analysis.
ReplyDelete