Transcript Visual Rhetoric Austen Eaton

 Cancer Patient Aid Association is a non-
governmental organization in India that works to
provide assistance to cancer patients beyond that of
medical professions, and also spreads awareness on
the dangers of chewing tobacco, early marriage, and
multiple pregnancies that are responsible for about
70% of cancers in India.
 The intended audience is obviously the smoker.
However, it can also be intended for the smoker who
is apathetic to people around them, in the presence of
second hand smoke.
 The purpose of this ad is to illustrate the deadliness
of smoking cigarettes, how one is slowly burning their
life away each time they smoke.
 Also, it’s purpose is to call its intended audience to
action, to put out their cigarettes and possibly save
their life, as well as the lives around suffering form
their second hand smoke.
 The intended audience is obviously the smoker.
However, it can also be intended for the smoker who
is apathetic to people around them, in the presence of
second hand smoke.
 The intended audience is obviously the smoker.
However, it can also be intended for the smoker who
is apathetic to people around them, in the presence of
second hand smoke.
 The intended audience is obviously the smoker.
However, it can also be intended for the smoker who
is apathetic to people around them, in the presence of
second hand smoke.

The focus is on what used to be two ladies, sitting in a
restaurant, smoking.
 The intended audience is obviously the smoker.
However, it can also be intended for the smoker who
is apathetic to people around them, in the presence of
second hand smoke.


The rest of the ladies' bodies are omitted to illustrate the
fatal risks of smoking.
Also, the other people in the restaurant are missing,
symbolizing the absence of others by second hand smoke,
whether it be by the rejection of acquaintance with the
smoker or by death because of the smoker.
 The intended audience is obviously the smoker.
However, it can also be intended for the smoker who
is apathetic to people around them, in the presence of
second hand smoke.
 The use of neutral grays, whites, blacks, and browns
create a dark, sort of frightening mood that strikes a
sense of fear in the audience about what smoking
cigarettes really does to one’s body and health.
 The intended audience is obviously the smoker.
However, it can also be intended for the smoker who
is apathetic to people around them, in the presence of
second hand smoke.
 The exaggerated burning away of the women’s bodies
helps to emphasize the deadliness of smoking
cigarettes.
 The intended audience is obviously the smoker.
However, it can also be intended for the smoker who
is apathetic to people around them, in the presence of
second hand smoke.


The burning women are a symbol of the fatal effects of
smoking.
By comparing the relationship between the women and a
burning cigarette, the CPAA creates the metaphorical
statement: “When you smoke, you are a cigarette, slowly
burning into nonexistence.”
 The intended audience is obviously the smoker.
However, it can also be intended for the smoker who
is apathetic to people around them, in the presence of
second hand smoke.

Because the CPAA put the cigarette smoke and ash in the
ad, the subject(s) of the audience that have been around a
smoker are reminded of the sickening smell and taste of
second hand smoke.
 The intended audience is obviously the smoker.
However, it can also be intended for the smoker who
is apathetic to people around them, in the presence of
second hand smoke.

The logical appeal of the ad is that smoking cigarettes
gradually takes your life, so why do it?
 The intended audience is obviously the smoker.
However, it can also be intended for the smoker who
is apathetic to people around them, in the presence of
second hand smoke.

The ethical appeal of the ad is the CPAA logo at the top
right of the ad.
 The intended audience is obviously the smoker.
However, it can also be intended for the smoker who
is apathetic to people around them, in the presence of
second hand smoke.

The emotional appeal of the ad appears when the readers
have personal, sorrowful reactions because of family or
other loved ones that have died or been diagnosed with
cancer due to continuous smoking.



"Cancer Patients Aid Association: Bistro." Ads of the World™. N.p., n.d.
Web. 19 Oct. 2012.
<http://adsoftheworld.com/media/print/cancer_patients_aid_associati
on_bistro>.
"Cancer Patients Aid Association: Motel." Ads of the World™. N.p., n.d.
Web. 19 Oct. 2012.
<http://adsoftheworld.com/media/print/cancer_patients_aid_associati
on_motel>.
"CPAA: NGO India, Cancer Research NGO India, CPAA Annual Reports:
2011 | 2010 | 2009 | 2008 | 2007." CPAA: NGO India, Cancer Research
NGO India, CPAA Annual Reports: 2011 | 2010 | 2009 | 2008 | 2007. N.p.,
n.d. Web. 19 Oct. 2012.
<http://www.cpaaindia.org/aboutus/index.htm>.