Ethos Pathos Logos

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The rhetorical team behind this campaign have utilized the three most common forms of appeals towards the target audience: pathos, ethos and logos. The visual argument presented focuses mostly on appealing to the readers’ emotions through the use of pathos, by incorporating the death of an innocent child. The campaign uses emotionally loaded language and vivid descriptions to appeal to the reader’s emotions. Nowhere in the advertisement is there evidence of any form of statistics that discuss the detrimental effects of secondhand smoke on children, yet the image of the halo around the child along with the powerful language of the sentence causes the saddening and intense release of emotion from the readers. Naturally, the idea of death and
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