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Child Health Foundation: Rhetorical Analysis Of The Caption Campaign

1332 Words6 Pages

The Child Health Foundation (CHF) looks to protect the lives and well-being of children. The primary audience of this would be parents that smoke around their kids. In addition the ad also appeals to a larger audience of smokers that may not have children of their own but smoke around children. This ad has strong pathos appeal. The use of the cute and innocent looking child is what draws the viewer in first. The caption infers that if you are the parent that smokes you will be the cause of your child’s early demise. The background is all black to create an ominous feel regarding the future of the child. The white lettering of the caption contrasts heavily with the black background and increases the impact of the statement. The caption is primarily …show more content…

The framing of the child straight on identical to how the child sees the world. The child has an upward gaze to suggest she is looking up at an adult who is currently smoking a cigarette. The child is placed in the lower three-quarters of the left side as to leave room for the smoke halo at the top of the image and draw attention to the halo. Though the halo is faint it contrasts well with the background. This is to give it a more realistic feeling as the halo looks as if it a standing smoker blew out smoke that descended onto the child and it explains why the child is looking up. Similar to the other anti-smoking ads, the logo in the bottom left adds ethos appeal through credibility. The CHF was founded in 1985 with a mission “to save the greatest number of children’s lives at the lowest possible …show more content…

The primary audience of this graphic are people that don’t know much about the impact of higher taxes on cigarette sales. The secondary audience would be those involved in the debate about the effectiveness of higher tobacco taxes. The graph deals heavily in logos appeal. The effect of the graph is to persuade the viewer that the increase in tobacco prices from 1994-2004 has had an effect on the percentage of male smokers in France. It is with the decreased percentage of male smokers, that the graph draws correlation to the decrease in lung cancer death rates. It attempts to persuade the reader through data in excess, but it displays this data in a biased way that makes the viewer side with WHO. The graph attempts to display three different values on the y-axis though does it in a way that makes the viewer immediately draw the conclusion that higher cigarette prices will decrease lung cancer deaths. It is due to this biased display of information that the graph is clearly intended for an audience that won’t heavily scrutinize it. The empty space on the x-axis the the right is to suggest that with heavier taxes on cigarettes in the coming years, the downward trends will continue. The downward trends of smoking prevalence and lung cancer deaths are in orange and green, closely related colors to show their connected. The cigarette price index is seen in blue

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