RHETORIC ANALYSIS
BY: SISSY SLONE
Title: Russian Roulette
Artist: Richard Read
Publication: Coyne
Communications and AutoWeek
Time Period: 21st Century
Purpose: Anti texting while driving
advertisement
Historical Context: N/A
WHAT TECHNIQUES/ COMPOSITION FACTORS
HELP EMPHASIZE THE PURPOSE?
• The artist, Richard Read, created a simple to the
point visual by creating a head on vantage point to
get the purpose across. He also uses dark subtle
colors in order to portray a gloomy atmosphere that
fits the objective of the visual properly. The
proportion of the Blackberry to the revolver is similar
and accurate to there actual size. Read went for a
straight to the point visual, lacking bright neon
colors and motion to imitate the negative impact
and severity texting while driving has on our lives.
WHAT IS THE
PURPOSE/
INTENTION
OF THE AD?
HOW IS THE
PURPOSE
CONVEYED
TO THE
VIEWER?
• The purpose of this ad is to acknowledge the
dangers of texting while driving. It is conveyed by
the revolver- the type of gun used for the suicide
game “Russian Roulette,” and the cell phone. They
are insinuating that texting while driving is the
equivalent to suicide, and they are expect the
viewers of this ad to have prior knowledge of the
dangers associated with texting while driving.
WHO IS THE INTENDED AUDIENCE?
• The intended audience is all drivers that have a cell
phone with texting capabilities. You can tell this is
the intended audience of the ad because it applies
to people that make the choice to use their cell
phone while driving, they are the one putting their
life as well as others in danger.
ACCORDING
TO THE
RHETORICAL
TRIANGLE,
WHAT
APPEALS
APPLY TO MY
VISUAL?
• Logos: The visual portrays a logical appeal by
incorporating the death toll, and supports the anti
texting while driving ad with facts. It proves how
deadly texting while driving can be.
• Pathos: The visual also takes a different approach
by appealing to those that have either lost a loved
one to a gun, vehicle, or cellular involved accident.
The blood symbolizes the loss of life, and is a
reminder of such tragic events.
• Ethos: N/A to this visual.
WHAT IS THE POINT OF VIEW OF THE ADVERTISEMENT?
• The advertisements point of view is against texting
while driving. Someone that might agree with this
statement or ad could be one that has lost a friend
or family member to an accident associated with
texting while driving. Someone that might disagree
with this statement or ad could be one that texts
and drives on a daily basis and doesn’t plan on
stopping.
• Read, Richard. 2010. Photograph.
www.thecarconnection.com, New York. Print