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 THIS 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?

 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 FIRST THING YOU NOTICE?

WHAT THE FIRST THING YOU NOTICED?  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 ATTENTION 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?

 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?

 This ad is creditable because of the Bucharest Traffic Police symbol on the bottom.

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 Web.