Exigence: Second hand smoke is hurting children.
Purpose: The purpose is to stop or prevent second hand smoke or possibly smoking altogether.
Audience: The intended audience is the general public, particularly smokers.
Rhetorical Appeals: Logos- This advertisement uses logos by providing facts and statistics such as the number of UK children hospitalized annually due to the effects of second hand smoke and by causing the readers to come to the logical conclusion that if they did not smoke, then their second hand smoke would not harm children.
Ethos- This advertisement shows its credibility by providing the foundation logo on the advertisement. Many people believe that foundations and organizations can only print factual statistics and are unable to print fictional statistics.
Pathos- This advertisement appeals to the guilt of smokers for causing harm to children. It also appeals to the pity of the public toward children harmed by second hand smoke.
I feel that this advertisement is very effective. I feel pity towards the thousands of children hurt by second hand smoke each year and am led to believe that the Roy Castle Lung Cancer Foundation is a credible source of information.
I agree with you that the advertisement is effective; the child is very innocent looking and plays on the viewers emotions. However, it could be misunderstood by the audience thinking that the advertisement is insinuating that a parent's smoking causes a child to smoke cigarettes as well.
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