VISUAL RHETORIC
By: Rilee Mathews
Background Information
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The ad titled Last Round was done for MADD
(Mothers Against Drunk Driving) , which is an
organization that was created by a mother who lost
her child in a drunk driving crash.
It was released in March 2011.
The ad was done by Uber Advertising Agency in
Canada.
Creative Director: Ben Bousquet
Art Directors: Pascale Dufour and Max Turcotte
What is the meaning of this ad?
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This ad shows that drinking
and driving can lead to
death. MADD is trying to show
that making the harmful
decision to drink and then
drive can lead to even worse
consequences. They are trying
to persuade people to make
the right decision, which is to
not drink and drive. It shows
that when you do this, the last
round with your buddies could
be a funeral.
Who is the audience?
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The audience of this ad is
anyone who drives. It
shows that you should
make appropriate
decisions while driving.
The ad is also for mothers
as well as fathers that
have children who drive.
This is to influence parents
to educate their children
about the risks of driving
under the influence.
What is the first thing you notice?
Why is your attention drawn there?
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The first thing that is
noticed is the casket. It is
the focal point of the
ad.
Attention is drawn here
because the point of the
ad is to show the
consequence of drinking
and driving, which is
death. The casket is a
symbol for death.
Does the light seem to be natural or
artificial?
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The light looks to be
artificial. It is making
the casket brighter so
that it becomes the
focal point of the ad.
Does taking out the words change the
meaning?
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This does change the
meaning. Now it just
looks like a picture of
four men carrying a
casket instead of
being an ad against
drinking and driving.
Logos
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What is the logical
appeal?
It is logical that you
should not drink and
drive because is could
lead to a serious injury
or even death of
yourself or a loved
one.
Ethos
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What is the ethical
appeal?
This ad was done by
MADD, which is a
credible source. Their
movement has saved
over 300,000 lives.
Pathos
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What is the emotional
appeal?
The emotional appeal is
that you feel
sympathetic to someone
that has lost a loved one
due to drunk driving.
This would cause
someone to want to
prevent their family
from making this bad
decision.
Works Cited
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Advertolog. Madd Adverts & Commercials Archive.
March 2011. Web. 18 Oct. 2011.
Madd. Mothers Against Drunk Driving. Web. 18
Oct. 20ll.