Visual Rhetoric
Emily Scoggins
“Why not, you eat other animals
don’t you?”
AP Language
Letitia Hughes
2nd period
Background information
• This is an ad from the Vegetarian Society and
it was featured in Britain, Korea, and Toronto.
• Since it has been featured in Toronto over 5.7
billion people have seen the ad and Kimberly
Caroll, an organizer of the campaign, said that
she gets hundreds of posts and emails about
people going vegetarian everyday.
What is the purpose of the Ad?
• I believe the purpose of this ad is to try and
make an actual connection to people,
specifically dog owners and convince them
that every animal is important and shouldn’t
be sacrificed for people to eat.
Who is the audience?
• The intended audience is specifically people
that aren’t vegetarians, and more specifically
dog owners or anyone that has a pet, and
wouldn’t think about eating them.
Does omitting the words change the
meaning of the picture?
• Yes, taking out the words does change the
meaning because now it’s just an innocent
dog sitting on a plate that might be eaten and
you don’t know it’s for the vegetarian society.
Ethos
• The Vegetarian Society is the Ethos in the ad.
Pathos
• The pathos in the ad is the sympathy we feel
for the innocent puppy and the depressing
thoughts when we think about eating one of
our own pets.
Logos
• The logical appeal in the ad is the fact that we
would never actually think about eating a dog
because they are pets for us, but in other
places such as Korea it happens on a daily
basis.
Citation
• Caroll, Kimberly. “Why not, you eat other
animals don’t you?” Treehugger.com.
Discovery Communications, 2009. Web. 11
Nov. 2012.