Image and Thesis

This anti-smoking advertisement depicting a young boy suffocating under the constraints of a plastic bag illustrates the harmful effects that second hand smoke has on a child’s breathing ability by appealing to the logos, ethos, and pathos of its audience.

Regrowing Hair Ad

The ad I chose for this assignment is one I found online for the Evolution Hair center. This association specializes in men’s hair loss treatment. In the ad, the kairos of the situation is simply that this particular man is losing his hair and could potentially end up completely bald if the necessary action is not taken. This is plainly the rhetorical situation at hand. Ethos is initially established by displaying the name of the treatment center in the ad. This immediately tells the audience that hair regeneration is possible with a reputable company’s help. The motto “Real Science, Real Hair” also helps establish authority and credibility. It reassures the audience that the company knows what they are doing and can help you regrow hair. The pathos of the image is expressed through the main display in the ad. Many men instantly sympathize with this image because no one wants to go bald or lose their hair. The audience has an immediate connection to this man and they empathize with the situation. There is also a very clear cause and effect relationship being illustrated. If you receive treatment at Evolution Hair Center, then you will regenerate your hair. This demonstrates the use of logos, or a logically appeal to the audience.

            The ad rhetorically compares the two images in ways beyond just the regrowth of hair. The “before” image on the left is wearing a dirty mustard colored shirt. The color is unappealing. He is also wearing glasses on the left which can sometimes be associated with being dorky or nerdy (no offense, to those who do wear glasses. I personally like them!) The image on the right is wearing a clean, crisp white tee shirt and has removed his glasses. In addition to his new full head of hair, the man looks healthier and more approachable.

the art of Persuasion

We live in an extremely visual society. A picture not only conveys meaning in a succinct and clear manner but allows the audience to connect on an emotional level. A picture is worth a thousand words and can be more powerful than even a well-written editorial. Images encompass our society and can be seen nearly everywhere. However, it’s not about what you’re seeing as much as it is about how what you’re seeing makes you feel.

                An image becomes persuasive when it convinces its audience of a new perspective or point of view. The most appealing images play towards our senses, or worse, our weaknesses. Ads on TV for fast food joints, such as Burger King, display images of delicious and mouth-watering food in order to induce a craving. Weight loss ads create the notation that taking a pill is a more effective way to lose weight than working out and dieting. Images of people losing massive amounts of weight in a dangerously short period of time influences the audience to buy the product, even though most rational people know the commercials are not accurate. Other compelling ads on TV intend to guilt their audience into sympathizing with their cause. The commercials for the SPCA and orphaned children do not show you intriguing images that appeal to the senses. Instead, they show heart-rending picture of animals subject to abuse or less fortunate children who will inevitably die without help. Persuasive images surround us and are immersed into our culture in a way that we don’t even know when we are being persuaded anymore.