This is an anti-smoking ad. It is pretty obvious that the most influential and precedent aspect working for this ad is pathos. The ad focuses on a little girl (children), something we can all relate to and react to with warm-hearts and protective tendencies. We also perceive children as being innocent, hence the halo around her head. The catch comes into play with the logos (the words on the ad). “Some children get to heaven earlier”. Once sentence, but a huge impact. Everyone knows the halo of “innocence” is anything but innocent, it is made of cigarette smoke and puts out the harmful and deadly effects of smoking on children. The ethos comes into play with the foundation name, one pretty well know and respected: the Child Health Foundation. The entire add is meant to play on the audience’s sympathy.
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