Visual Rhetoric
BY: Rachel Fields
Background Information
-Stark
Communications
creates ads for
various organizations
and companies.
-This ad was created
to promote the
concept of reduce
reuse and recycle.
Who is the Audience?
Audience
The audience is
anyone that uses
paper or other
recyclable materials.
This ad pertains to
people who are
harming the
environment by not
recycling.
What is the Focus?
Focus
When you first look at the
picture, you see the lone
tree standing about to be
cut down.
By showing the lone tree
being cut down we see how
much destruction
deforestation is causing our
environment.
The one tree being cut
down symbolizes how just
like the tree our
environment can be
destroyed by our own
means.
How is Juxtaposition used?
Juxtaposition
The juxtaposition occurs in the
contrast between the
foreground and background.
The foreground is filled with
the destruction of many trees
while the background contains
a luscious forest. In this
instance juxtaposition is used
to highlight how humans hurt
the environment. The
background is before humans
grab a hold of it and the
foreground is after humans
abuse it.
How does the ad use irony?
Irony
The ad uses irony
when it states “We
hope this ad never
appears in print.” If
the ad appeared in
print then they would
be hypocrites and be
using wasteful
amounts of paper.
What happens when part of the
picture is left out?
What happens when part of the
picture is left out?
Without the man the
ad doesn’t hold
humans as responsible
for the destruction of
the forest. By not
holding people
responsible for the
forest they are not
holding them
responsible for our
own environment.
What is the ethical appeal?
Ethical Appeal
The Reduce, Reuse,
Recycle symbol and
the Stark symbol
both establish the
credibility of this ad.
What is the logical appeal?
Logical Appeal
The logical appeal is
displayed through the
use of juxtaposition.
When comparing the
luscious green forest to
the barren waste land it
shows the audience the
consequences of paper
use. By showing the
wasteland the audience
believes that they are the
cause of the destruction,
through their own waste.
What is the emotional appeal?
Emotional Appeal
The destruction of
a beautiful forest
can be very
depressing. By
destroying the
forest the are
destroying the
homes and
resources of
animals as well.
References
• Hope This Ad Never Appears in Print.
Advertisement. Coloribus. AdMe Groups, n.d.
Web. 25 Sept. 2012.
• Stark-communications.com. Stark
Communications, n.d. Web. 25 Sept. 2012.