Visual Rhetoric

Background Information Amnesty International

is a global movement who campaigns to end grave abuses of human rights that started in 1961.

Their vision is for every person to enjoy all the rights enshrined in the Universal Declaration of Human Rights and other international human rights standards.

Members and activists are located in over 150 countries.

What is the meaning of this ad?

T he ads main idea is

to express violence and abuse faced by women. This organization, Amnesty International, is trying to portray abuse within a household, as demonstrated by the text. The ad may also be inferring that a child is under a household where abuse is a common occurrence. Amnesty international is trying to make people aware of this and also to persuade them to participate in their movement against abuse.

Who is the intended audience?

T he intended audience is for everyone. The ad is trying to make everyone aware what abuse does and how they can help. The audience may also be anyone that has experienced abuse or have seen abuse.

What is the first thing you noticed and what is your attention drawn to?

T he first thing

that I noticed in the picture is the scratches on the girls face. The color contrast in the skin and the darkness of the scratches draws my attention to her face.

The red cape is also something that catches my attention. It is the only color in the picture that isn’t neutral.

Does taking out the words change the meaning?

Taking away the words definitely change the meaning of the picture. Without the words the audience is unaware that is ad is about abuse. The audience would think the picture is just relating to The Little Red Ridding Hood. The story of the picture, a mother being abused, would completely be taken away.

LogosWhat is the logical appeal?

The logic in this picture is that abuse is a common thing. Abuse is something that can happen in any household. Also, many kids have been abused or seen abuse.

Ethos

What is the ethical appeal?

This ad was made by Amnesty International which is a credible source. There are thousands of people that are part of this organization that fight against abuse and for human rights.

PathosWhat is the emotional appeal?

The emotional appeal in this ad is the sympathy for the mother and the child the ad is pertaining to. It can also be anger felt against the father that did this to the mother.

Works cited• Amnesty International. “Violence

against women.” Designyourtrust.com. 16 Sept. 2009. Web. 15 Nov. 2011.