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Advertisement: Save the Whales & Go Vegetarian

Pathos

Appeals to:

  • People who want to save whales
  • Uses the whales to gain sympathy in order to convince people to not eat meat to become vegetarian
  • People that are insecure with their weight and body

Ethos

Credibility: Trustworthy and reliable?

Emotional Appeals:

  • Achieve: Peta convinces people that their end goal should to become "skinny"
  • Physiological Needs: Making it seem like in order to be skinny, you must only be a vegetarian diet
  • Peta: dedicated to animals but ad has nothing to do with animals specifically
  • Ad is disrespectful
  • Implies vegetarianism is the only way for overweight women to lose weight

Save the Whales/Going Vegetarian

Style & Composition

Sells an idea

  • Idea 1: Save whales
  • Idea 2: Go vegetarian
  • Idea 3: Comparing overweight women to whales
  • Idea 4: To lose weight

Tone:

  • Vague
  • Accusatory

Visuals:

  • Large Font / Smaller Font
  • Beach
  • Red Swim Suit

Logos

Audience

  • Women who are plus size
  • People who care about animals (specifically whales)

Confuses reader into thinking about "Save the Whales" - instead ad shames people for being overweight

Peta

  • Believes being vegetarian allows weight loss
  • Whales are endangered (industrial whaling)

No Correlation

  • Being overweight does not give cause to call people a whale
  • Saving whales has nothing to do with overweight people
  • There is an image of a woman who is overweight but the main title has to do with whales
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