Visual Rhetoric Project Title: : “Lamb of God” Anti- Abortion Ad By: Sydney Wininger

Ads of the World. “Lamb of God” Anti-Abortion, 2007.Web. 19 September 2010

Background Information This ad won Best Public Service Print Ad in the 39 th Catholic Mass Media Awards in the Philippines. The ad was published by the religious group, “The Lambs of Christ”, who are an anti-abortion extremist group.

Intention What is the purpose of the ad? To show the groups anti- abortion beliefs and to persuade the public to feel the same way.

Layout Foreground -In the foreground of the ad, is a baby or small child’s hand. There is blood splattered on the arm and there is a nail through the hand. All of the subject of the ad is in the foreground. Background -The background of the ad is the plank of wood, but it looks as if it is barely there because behind it, it is black. This was probably done to bring all of the audience’s attention to the hand. Omission -What is being omitted in the ad? What is the significance of this? The rest of the body is being omitted in the ad. This is significant because the audience is only able to see that it’s a baby and not any of it’s characteristics. I think this was done in order to prove the point that every child should have a chance at life no matter its physical features.

Focus What is the significance of the nail and blood being the most clearly focused objects? These are the most in focus objects because they represent death the best. Would the image have the same effect without the use of blood?

No, the image would not have the same effect because the blood makes it seem real, and provokes feeling from the audience.

Audience Who is the intended audience of this ad? The audience of this ad is everyone because abortion is a very controversial topic in not only our country, but all over the world, and everyone seems to have an opinion on it.

Symbolism What is symbolized in the ad? The baby’s hand, nailed to what appears to be wood, symbolizes Jesus Christ being nailed to the cross. Why did the graphic designer choose to replicate Christ’s crucifixion in the ad?

The designer chose to replicate Christ’s crucifixion in the ad because it is the most well known example of someone dying due to the fault of others. The symbolism makes the subject of the ad recognizable all over the world.

Technique Color- is very important in the ad because the bright red brings the audience’s attention straight to the hand, while the background being black re- enforces that. Emphasis- The emphasis of the ad is the hand nailed to the cross because the nail and the hand are the most prominent objects in the ad. Font- Do the words on the ad have any affect on you, the audience? To me, the words make me aware of the ad’s point, but the picture itself had the most impact.

Ethos Does the group behind the ad appear to be interested in what’s best for the audience, or what’s best for the group itself? I think that the group isn’t concerned with what’s best for general public. I think that this ad was meant to get their point across, and to promote their beliefs in society.

Logos How does this ad appeal to your logic? It makes the audience think that this would never happen again, but it also makes them think about what abortion actually is and that babies are dying everyday because of people’s sins.

Pathos What are the emotions evoked from the audience? The first thing I felt from seeing this ad was immediate sympathy. I then felt some anger towards the creators of the ad for conveying a baby like this. In our society baby’s are thought to be innocent and sweet, and everyone feels the need to protect them, and this ad goes totally against that. Which is why it clearly makes its point

Bibliography Ads of the World. “Lamb of God” Anti- Abortion, 2007.Web. 19 September 2010