1. Visual Rhetoric Project
By: Brooke Simmons

2. What is the Purpose of this Ad?
Do you know what Anorexia is???
Anorexia nervosa is an eating disorder characterized by immoderate food restriction and irrational fear of gaining weight, as well as a distorted body self-perception. It typically involves excessive weight loss.

3. The Purpose of the image is..
The purpose of this Ad is to give the audience a serious message. Someone with the disease anorexia; does not see their problem, they refuse to eat having the obsessive desire to lose weight. Most men and women with this disease seem to look like skin and bones. This image gets the point across that men and women share this desire of self perception and one having to be perfect. But everyone in the world has something they wish they could change about their selves. This is a call to action, a call to help those who cannot control themselves and experience a life that can lead to an early death.

4. Who are the intended Audience?
The intended audience is those who have experienced the tragedies of this disease in a family or loved one and for those who are dealing with symptoms of Anorexia Nervosa. Finally, this Ad is to inform viewers about how a person with this disease cannot control themselves, they need help, they need your help.

5. What is going on within the image?
In the image, a woman has her hands in a parallel position holding a knife and a fork. What’s so important with the knife and fork? They resemble look like prison bars. That’s what someone feels likes when they are diagnosed Anorexia they want to break free just like someone who is in jail.. But they cant.. Self Perception of one’s self is a major issue in today’s society for both men and women.
What effect does the lighting have on the image?
The lighting in the image adds more of that morbid feel towards the viewers. The feel of hate and sorrow are surrounding the image.

6. What effect takes place when the words are emitted?
When you take the words away, you see a woman holding a fork and knife, it looks like she is ready to eat a meal. You’re thinking what is the point? But with the words you see that “Set them Free” means that all young women should be free to be themselves and not to be controlled by society in who and what they should look like. Too many young women feel the need to lose weight all because their role models in life are set on having that perfect weight.

7. Where is the Ethical appeal found?

8. Ethical Appeal
The ethos appeal is found in the bottom right corner of the image. This picture is from a Israel cite called Beitech, A Non Profit Organization For Woman With Eating Disorder.
The image what photographed by Photographer: Israel Cohen.

9. What is the emotional appeal in this image?

10. The emotional appeal is..
Pathos covers all sorts of emotions.. The emotion you feel when you first see this picture is remorse. The young girl in the image is holding her fork and knife in a position that seems to me, “ready to eat.” The positioning of her hands accentuates the purpose of the image, to create a remorse towards anorexia and movement to end it.

11. What is the Logical appeal in this image?

12. The Logos appeal is..
The Logos appeal within this image the logical appeal would be the purpose of Beitech creating this advertisement and posting it. Through background research many countries in the West in the past few years have experienced many cases of the disease Anorexia Nervosa. One very important add that has blown the European Modeling agency is the case of Isabella Caro. Caro was a French model, she was 13 years old when she was diagnosed with Anorexia Nervosa she died in 2010 from a unknown cause at the age of 28. Caro was photographed in the beginning of 2010 for a Advertisement to show the effects of Anorexia. She quotes "I wanted to show, in its raw state, the full horror of anorexia," Caro said in a quote translated from French. Specialists who treat eating disorders say Caro's untimely death sends the message she wanted to send to others while she was alive. From this story more advertisements about Anorexia Nervosa were posted for those to learn more about this terrible disease both men and women can experience. So the Logos in this picture is related back to Caro’s death in 2010 shortly before this picture was posted in European countries. Her family believes it to be from this disease but at this point no one knows, Anorexia is a disease where the person suffers for a long period of time.. Set them Free.. Help the agencies to solve this problem and for patients able to receive the help they need.

13. Works Cited
Set Them Free: Beitech: A Non Profit Organization For Woman With Eating Disorder
Advertising Agency: Mccann Erickson, Tel Aviv, Israel VP Creative: Eldad Weinberger Creative director: Igal Hazan Art Director: Guy Laufer Copywriter: Irmi Nir Photographer: Israel Cohen Account Manager: Chen Biran Published: November, 2010
"Isabelle Caro Death: Anorexic French Model's Fate Highlights Tough Personal Battles Against Disorder - ABC News." ABCNews.com - Breaking News, Latest News & Top Video News - ABC News. N.p., n.d. Web. 25 Oct. 2012.
""Set them free" Print Ad for Campaign Against Anorexia by Mccann-erickson [original resolution]." Creative Advertising & Commercials Archive. Awarded Ads database. N.p., n.d. Web. 25 Oct. 2012.