Thesis

This Greenpeace advertisement uses logos when attempting to relate their issue to the reader by using the graphic on the tissue box, pathos when attacking an everyday household item and its users, and ethos when associating the brand name of Kleenex with the destruction of a Canadian forest all in attempt to sway the reader to believe in and fight for their cause.

Rhetorical Appeals

This Greenpeace advertisement uses many rhetorical appeals to convey their opinions to the reader.  This ad tackles the issue of deforestation in Canada’s Boreal Forest.  This advertisement uses logos because it is logical to say that tissues destroy forests because tissues are a paper product, paper comes from trees, trees grow in forests, and cutting down trees hurts our environment.  The author expects the reader to make this connection and then agree with the advertisement.  The design on the cardboard cover of the tissues is of sawed logs.  This visual image helps the ad appeal to the reader because it is connecting an image with the idea. 

This Greenpeace ad also relies on pathos to connect with the reader.  In attempt to win the reader over, the author appeals to the emotions of the reader by making them feel bad about using a Kleenex brand tissue every time they need to blow their nose.  This ad also uses over-sentimentalization because although it tells you that the Kimberly-Clark Company is destroying Canadian forests, they do not give any hard evidence to support their statement.  This advertisement also uses the appeal of kairos.  This advertisement may be placed on the way into a supermarket or in the household supplies isle, which brings their argument to their readers at a crucial time.  Reading this ad in the right place at the right time may make it more appealing to the reader, and may even discourage a potential sale, decreasing overall sales for this specific brand.

The author of this advertisement also uses ethos to get their point across.  Many people would agree that it is ethical to work to protect our world for the generations to come.  By associating the brand name of Kleenex with the destruction of a Canadian forest, the reader might think twice before buying another box of Kleenex brand tissues, because the feel inclined to do their part to protect the environment.  The author of the advertisement also employs ethos to establish trust between Greenpeace and the reader.  Through advertisements such as this, the organization forms a reputation as a whistle blower by bringing issues to the public eye.  The reader may respect Greenpeace for bringing this to their attention and begin to trust them to inform them of other companies that harm our environment in their production process.

Visual Images

There are many different images I see on a day-to-day basis.  I see commercials on TV, ads on websites, and posters around campus.  These images are all persuasive.  They are designed in a way that they grab your attention.  If a poster advertising bible study is in black and white, I guarantee not many people will stop to look at it.  If it was printed on a brightly colored piece of paper or had an interesting design more people would stop to take a look, and I suspect more people would show up to the actual bible study.

Commercials are the same way.  The other morning while I was getting ready for classes, I turned on my TV.  An infomercial was on and instead of getting ready for class, I found myself sitting in front of the TV.  Why this happened, I do not know, as I have no desire to buy an "Insanity Workout” video.  That sounds like it would be miserable.  Something about the commercial got my attention and made me want to sit down and watch. 

I think that using attention-grabbing tactics such as bright colors and interesting designs, or showing the results of “real live people” makes images more effective.  Images can be less effective if they are not meant to intrigue the viewer and make them want to learn more about the image they have just seen.