Visual Rhetoric
By: Mariah Perkins
Head 3
• La
, Venezuela
Caption: When you use a mobile while you drive, your head is somewhere else
Background:
• This picture is sponsored by the nonprofit Fundacion
Seguros Caracas (Caracas Insurance Foundation).
• Caracas Insurance Foundation is involved in funding
the Ideas Competition. The competition is for ideas
on ways to improve road safety, and other safety
issues in the area.
Purpose:
• What do you think is
the intention of this
ad?
Purpose:
• What do you think is - The intention of this add
is to show the viewer
the intention of this
the danger involved in
ad?
using a mobile while
driving. Also to
convince the viewer to
refrain from using their
mobile while driving.
Ethos:
• Do you feel that the
source is credible?
Ethos:
• Do you feel that the
source is credible?
- The source is very
credible. The Caracas
Insurance Foundation is
very well known and
trusted for their strong
passion in making
Venezuela a safer place.
Logos:
• Does this picture
appeal to your logic?
Logos:
• Does this picture
appeal to your logic?
- This picture is logical. It’s true
that your head doesn’t really
disappear, but studies show
that it’s impossible for the
human brain to multi task.
Your brain simply switches
focus back and forth, slowing
your reaction time and
making the road for you and
others a dangerous place.
Pathos:
• What emotions does
this ad evoke?
Pathos:
• What emotions does
this ad evoke?
- Fear that you might one day
be involved in an accident
with someone that was using
their mobile and driving.
- Guilt because you, yourself
might use your mobile and
drive.
-Anger towards those who
ignorantly put their lives and
the lives of others at risk for
a simple text message or
phone call.
Layout:
• What’s in the
foreground, and what's
the significance of it
being there?
• What’s in the
background, and how
does it set the scene?
• What’s omitted, and
how does it effect the
impact of the add?
Layout:
• What’s in the
foreground, and what's
the significance of it
being there?
• What’s in the
background, and how
does it set the scene?
• What’s omitted, and
how does it effect the
impact of the add?
• The phone is in the
foreground to emphasize
what is causing the danger.
Layout:
• What’s in the
foreground, and what's
the significance of it
being there?
• What’s in the
background, and how
does it set the scene?
• What’s omitted, and
how does it effect the
impact of the ad?
• The phone is in the
foreground to emphasize
what is causing the danger.
• There is traffic going by in
the background to really
create the feeling of someone
actually driving.
Layout:
• What’s in the
foreground, and what's
the significance of it
being there?
• What’s in the
background, and how
does it set the scene?
• What’s omitted, and
how does it effect the
impact of the ad?
• The phone is in the
foreground to emphasize
what is causing the danger.
• There is traffic going by in
the background to really
create the feeling of someone
actually driving.
• The head is obviously
omitted from the ad. It’s
impact is more startling and
eye-catching, than if the head
had actually been their
looking down at the phone.
Aesthetics:
• Why do you think
the text in the ad is
so small?
Aesthetics:
• Why do you think
the text in the ad is
so small?
• The advertisement
company wanted
you to think a little
on your own before
you read the text to
understand.
Lighting:
• Do you think the
lighting is artificial or
natural?
Lighting:
• Do you think the
lighting is artificial or
natural?
• Although the ad is
obviously photo
shopped, the lighting
seems natural and
nothing seems to be
brighter than
something else.
Time:
• Do you think this ad
was created
recently?
Time:
• Do you think this ad
was created
recently?
- Yes, technology is
becoming more and
more essential in
today’s society.
Which has lead to
people using their
technology
irresponsibly more
and more.
Point of View:
• What’s the opinion
of the person who
created this ad?
• Who might argue
against this opinion,
and what might be
their justification?
Point of View:
• What’s the opinion
of the person who
created this ad?
• Who might argue
against this opinion,
and what might be
their justification?
- They obviously think its
dangerous to use your
mobile and drive, and
they are against it.
Point of View:
• What’s the opinion
of the person who
created this ad?
• Who might argue
against this opinion,
and what might be
their justification?
- They obviously think its
dangerous to use your
mobile and drive, and
they are against it.
- Someone that has a very
busy and hectic life
might argue that, there
is simply not enough
time in one day and
their car is the only
place they have time to
use their mobile.
Audience:
• Who do you think
the audience is?
• How will this ad
impact the audience?
Audience:
• Who do you think
the audience is?
• How will this ad
impact the audience?
- Anyone that drives or
rides in a car, especially
those that own a mobile
phone.
Audience:
• Who do you think
the audience is?
• How will this ad
impact the audience?
- Anyone that drives or
rides in a car, especially
those that own a mobile
phone.
- The photographers goal
will hopefully be met,
by making the audience
think of the
consequences that may
come with using their
mobile and driving.
Why do you think the advertisement
company made these ads with many
different types of people?
Why do you think the advertisement
company made these ads with many
different types of people?
- to show that anyone can make the poor
choice to use their mobile and drive.
-Also that everyday many different
people from all walks of life put lives in
danger to use their mobile.
Sources:
• Ideas. (2010, July 30). Seguros Caracas Foundation promotes road safety
in the hands of Ideas Contest. Retrieved from
http://wiki.ideas.org.ve/index.php/Fundaci%C3%B3n_Seguros_Caracas_
impulsa_la_seguridad_vial_de_la_mano_del_Concurso_Ideas
• Ads of the World. (2010). Fundacion Seguros Caracas. Retrieved from
http://adsoftheworld.com/media/print/fundaci_n_seguros_caracas_head
_2
• Adver to Log. Fundacion Seguros Caracas. Retrieved from
http://www.advertolog.com/fundacion-seguros-caracas/printoutdoor/head-3-13312705/