UNICEF advertisement concerning the AIDS epidemic - Essay Example

Finally, seeking to understand this advertisement from yet another perspective, the rhetorical approach of logos, demands that the individual focus upon the moment in time it just prior to the advertisement concluding and/or the moments prior to the UNICEF emblem being flashed upon the screen. Within this brief period of time all of the preceding information that has been driven by thoughts and a sense of emotional distress and need for action is juxtaposed with the statement: “What we see as fiction.

Is real in Ethiopia” (Unicef 2007). Such a statement of fact links all of the seemingly disjointed emotionally charged imagery and tax that was presented previously and the advertisement to a definitive and logical conclusion. Whereas it may be hard for the individual to accept the images of orphans, innately poor, struggling to survive in burned out towns with no viable means of support or education as a fictitious rendering of a post-apocalyptic world, this is very much unfortunately the case within many parts of Ethiopia and Eastern Africa that are heavily impacted by the AIDS epidemic.

By referencing all of this information and utilizing all three of the previously denoted rhetorical strategies, the director and producer, and indeed all of the people responsible for the production of this ad, effectively integrated with as large a market audience as is possible. As has been denoted through previous levels of research, effectively representing these rhetorical stragegies in the making of a well nuanced case that can be effectively presented to the viewer was the primary goal that the director and producer/writer and composer of this.

UNICEF advertisement concerning the AIDS epidemic Firstly, the pathos of the video is clear and apparent from the very first frame of the video; as the viewer is greeted with an expansive cemetery perforated by concentric lines of seemingly endless white crosses. This imagery serves to evoke an emotional response within the reader by accompanying this morbid sight with very slow moving and contemplative, one might even argue depressing, music. A very clear and apparent level of connection is found to exist between those images and sounds that the viewer sees and hears and the subject matter that is being presented.

Moreover, by presenting a steady stream of images connecting homelessness, poverty, orphans, and a post-apocalyptic environment, each of these emotionally charged images is capable of invoking a response upon the part of the viewer; a response that the director and producer of this brief advertisement were fully aware could be evoked. By referencing all of this information and utilizing all three of the previously denoted rhetorical strategies, the director and producer, and indeed all of the people responsible for the production of this ad, effectively integrated with as large a market audience as is possible.

As has been denoted through previous levels of research, effectively representing these rhetorical stragegies in the making of a well nuanced case that can be effectively presented to the viewer was the primary goal that the director and producer/writer and composer of this piece necessarily intended.