Visual Rhetoric Presentation
By: Amber Archey
What is going on in the photograph?
A man is being beaten by two armed and uniformed men
while everyone else looks in the opposite direction.
What is the first thing you notice when you look at the
picture?
What draws attention to the eye first is the closest
uniformed man. He is surrounded by the large dark circle of
dirt, which contrasts the light that is shining on his back.
His body is spread out in the center of the photo and the
fact that he is in action also helps draw attention to his
position.
Is the photograph balanced?
The photo is balanced. The focal point is the center of the
picture and it radiates equally in all directions.
Where do you think this picture was made?
This picture seems to have been made in an impoverished
region. I would guess it was made in an African country.
What do you think the people in the picture symbolize?
The uniformed men symbolize the government of the impoverished
nation. The victim symbolizes the citizens that live there and how
they are treated as if they have no rights. Their government beats
them down, physically and emotionally. The people with their backs
turned symbolize how people are desensitized, unconcerned and
unsympathetic towards others with different cultural and racial
backgrounds.
What is the ethical appeal?(Ethos)
Amnesty International is a non profit organization, founded
in 1961, that researches and tries to prevent human right
violations, and stand up for those who have had their rights
violated.
What is the emotional appeal?(Pathos)
You're supposed to sympathize with the victim. It tries to
make you feel sorry for the man being beaten open your
eyes to what's out there so you will become more
appreciative and join the effort to help others gain their
rights.
What is the logical appeal?(Logos)
All the people with their backs turned look like they are of
European or Asian descent. They seem to be middle class
people based on their overall appearance. Together, they
form a barrier around the three men in the center
which illustrates how they disregard what doesn't concern
them.
Background information:
• Part of an Amnesty International Campaign that began
in New Zealand
• Published September 16, 2010
Agency: Colenso BBDO, Auckland
Group Head: Angela Watson
Photographer: Henry Jen
Jen, Henry. Beating, Execution, Rebels. 27 Jun.
2010.
Auckland, New Zealand. Amnesty International. Web. 1
Nov. 2011.