VISUAL RHETORIC

Kaitlin Graves

BACKGROUND INFORMATION

This ad titled “Absolute Stupidity” was done by

Mercury Promotions advertising agency for

product: Anti-drinking and driving in Romania.

This ad was released in September 2004.

WHAT IS THE MEANING OF TH IS AD?

WHAT IS THE MEANING OF TH IS AD?

The meaning of this ad is to show people what

could happen if you didn’t take the time to think

about drinking and driving.

WHO IS THE INTENDED AUDIENCE?

WHO IS THE INTENDED AUDIENCE?

The intended audience is people who drink and

who could potentially drive. This ad is to make

people think and find a different way home.

WHAT IS THE F IRST TH ING YOU NOT ICE?

WHAT THE F IRST TH ING YOU NOT ICED?

At first, I noticed the white outline of a bottle.

Then I realized the car crash in the background.

Since the outline is white, it stands out on the

black background.

WHAT IS YOUR ATTENT ION DRAWN TO?

WHAT IS YOUR ATTENT ION DRAWN TO?

Typically, your eyes are drawn to the white,

because its brighter than the background, then its

attracted to the accident and the busted up cars

in the background.

WITHOUT THE WORDS, HOW WOULD THE MEANING

CHANGE?

WITHOUT THE WORDS, HOW DOES THE MEANING

CHANGE?

I don’t think that the ad would make much sense.

But with the car accident in the background, one

could piece together than the bottle represents

alcohol and the car wreck is the aftermath.

LOGOS?

LOGOS?

Logically, at a crime scene there won’t be an

outline of a bottle on the ground, but this is

showing what alcohol can cause if you drink and

drive.

ETHOS?

ETHOS?

This ad is creditable because of the Bucharest

Traffic Police symbol on the bottom.

PATHOS?

PATHOS?

Emotionally, this ad shows people that drinking

and driving can be very dangerous. Even if you

personally aren’t drinking, you never know how

the person on the other side of the road is feeling

at that exact moment.

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WORKS CITED

“Absolute Stupidity.” Bucharest Traffic Police

Adverts &Commercials Archive. Lixil Graphics.

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