Visual Rhetoric

By: Mariah Perkins

Head 3• La

, Venezuela

Caption: When you use a mobile while you drive, your head is somewhere else

Background:• This picture is sponsored by the nonprofit

Fundacion Seguros Caracas (Caracas Insurance Foundation).

• Caracas Insurance Foundation is involved in funding the Ideas Competition. The competition is for ideas on ways to improve road safety, and other safety issues in the area.

Purpose:• What do you think

is the intention of this ad?

Purpose:• What do you think

is the intention of this ad?

- The intention of this add is to show the viewer the danger involved in using a mobile while driving. Also to convince the viewer to refrain from using their mobile while driving.

Ethos:• Do you feel that

the source is credible?

Ethos:• Do you feel that

the source is credible?

- The source is very credible. The Caracas Insurance Foundation is very well known and trusted for their strong passion in making Venezuela a safer place.

Logos:• Does this picture

appeal to your logic?

Logos:• Does this picture

appeal to your logic?

- This picture is logical. It’s true that your head doesn’t really disappear, but studies show that it’s impossible for the human brain to multi task. Your brain simply switches focus back and forth, slowing your reaction time and making the road for you and others a dangerous place.

Pathos:• What emotions

does this ad evoke?

Pathos:• What emotions

does this ad evoke?

- Fear that you might one day be involved in an accident with someone that was using their mobile and driving.

- Guilt because you, yourself might use your mobile and drive.

-Anger towards those who ignorantly put their lives and the lives of others at risk for a simple text message or phone call.

Layout:• What’s in the

foreground, and what's the significance of it being there?

• What’s in the background, and how does it set the scene?

• What’s omitted, and how does it effect the impact of the add?

Layout:• What’s in the

foreground, and what's the significance of it being there?

• What’s in the background, and how does it set the scene?

• What’s omitted, and how does it effect the impact of the add?

• The phone is in the foreground to emphasize what is causing the danger.

Layout:• What’s in the

foreground, and what's the significance of it being there?

• What’s in the background, and how does it set the scene?

• What’s omitted, and how does it effect the impact of the ad?

• The phone is in the foreground to emphasize what is causing the danger.

• There is traffic going by in the background to really create the feeling of someone actually driving.

Layout:• What’s in the

foreground, and what's the significance of it being there?

• What’s in the background, and how does it set the scene?

• What’s omitted, and how does it effect the impact of the ad?

• The phone is in the foreground to emphasize what is causing the danger.

• There is traffic going by in the background to really create the feeling of someone actually driving.

• The head is obviously omitted from the ad. It’s impact is more startling and eye-catching, than if the head had actually been their looking down at the phone.

Aesthetics:• Why do you think

the text in the ad is so small?

Aesthetics:• Why do you think

the text in the ad is so small?

• The advertisement company wanted you to think a little on your own before you read the text to understand.

Lighting:• Do you think the

lighting is artificial or natural?

Lighting:• Do you think the

lighting is artificial or natural?

• Although the ad is obviously photo shopped, the lighting seems natural and nothing seems to be brighter than something else.

Time:• Do you think this

ad was created recently?

Time:• Do you think this

ad was created recently?

- Yes, technology is becoming more and more essential in today’s society. Which has lead to people using their technology irresponsibly more and more.

Point of View:• What’s the

opinion of the person who created this ad?

• Who might argue against this opinion, and what might be their justification?

Point of View:• What’s the

opinion of the person who created this ad?

• Who might argue against this opinion, and what might be their justification?

- They obviously think its dangerous to use your mobile and drive, and they are against it.

Point of View:• What’s the

opinion of the person who created this ad?

• Who might argue against this opinion, and what might be their justification?

- They obviously think its dangerous to use your mobile and drive, and they are against it.

- Someone that has a very busy and hectic life might argue that, there is simply not enough time in one day and their car is the only place they have time to use their mobile.

Audience:• Who do you think

the audience is?• How will this ad

impact the audience?

Audience:• Who do you think

the audience is?• How will this ad

impact the audience?

- Anyone that drives or rides in a car, especially those that own a mobile phone.

Audience:• Who do you think

the audience is?• How will this ad

impact the audience?

- Anyone that drives or rides in a car, especially those that own a mobile phone.

- The photographers goal will hopefully be met, by making the audience think of the consequences that may come with using their mobile and driving.

Why do you think the advertisement company made these ads with many

different types of people?

Why do you think the advertisement company made these ads with many

different types of people?- to show that anyone can make the

poor choice to use their mobile and drive.

-Also that everyday many different people from all walks of life put lives in danger to use their mobile.

Sources:• Ideas. (2010, July 30). Seguros Caracas Foundation promotes

road safety in the hands of Ideas Contest. Retrieved from http://wiki.ideas.org.ve/index.php/Fundaci%C3%B3n_Seguros_Caracas_impulsa_la_seguridad_vial_de_la_mano_del_Concurso_Ideas

• Ads of the World. (2010). Fundacion Seguros Caracas. Retrieved from http://adsoftheworld.com/media/print/fundaci_n_seguros_caracas_head_2

• Adver to Log. Fundacion Seguros Caracas. Retrieved from http://www.advertolog.com/fundacion-seguros-caracas/print-outdoor/head-3-13312705/