Question

analyzing a print ad
review the ad, then use the drop-down menus to answer the questions.
what does this ad appeal to?
logic
emotion
ethics
how is this appeal created?

Explanation:

Analyze the visual elements of the print ad

The print advertisement features portraits of three highly respected historical figures: George Washington, Benjamin Franklin, and Abraham Lincoln, alongside Smokey Bear. The captions under the historical figures read "Smokey's friends don't play with matches," while the caption under Smokey Bear reads "My friends don't play with matches."

Identify the primary rhetorical appeal

Using the Rhetorical Appeals and Logos Pathos Ethos knowledge points, we analyze which appeal is being leveraged. By associating the fire safety message with highly credible, trustworthy, and authoritative historical leaders (Washington, Franklin, and Lincoln), the advertisement builds credibility and moral authority. This strategy relies on the character and status of these figures to make the message persuasive, which is a classic application of ethos (ethics). Therefore, the ad appeals to ethics.

Determine how the appeal is created

The ethical appeal is created by associating the message with famous historical figures who possess established authority, integrity, and public trust. By calling these respected leaders "Smokey's friends," the ad transfers their credibility and moral standing to Smokey Bear's message about fire prevention, encouraging the audience to follow their positive example.

Answer:

Question 1

What does this ad appeal to?
<blank>ethics</blank>

Question 2

How is this appeal created?
<blank>by associating the message with famous historical figures</blank>