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Rhetorical Analysis

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Krystal R.

on 21 April 2013

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Transcript of Rhetorical Analysis

Rhetorical Analysis Cordaid/People in Need is well known for their outdoor advertising that is focused on the issue on global poverty. The campaign was created by Saatchi & Saatchi, Netherlands and can be found in their magazines that are well known to the Dutch. The campaign won a Silver Outdoor Lion at Cannes International Advertising Festival in 2007. The featured text is an advertisement for the People in Need campaign by Cordaid. “Handbag” is one of four advertisements in this campaign.Their goal is to create opportunities for the world's poorest, most vulnerable and excluded people.The organization consists of eight topic areas: healthcare, disaster response, entrepreneurship, women’s leadership, child & education, extractives, urban matters, and investments. Purpose The purpose of the People in Need’s ad is to try to encourage people to be selfless and motivate society to donate money. Also, the ad might have a secondary purpose which could be to make the rich and indulgent feel guilty. Similar Texts According to Grant-Davie, an English professor at Utah State University, exigence is "a problem or need that can be addressed by communication" (Grant-Davie, 102). One can define the exigence by asking three simple questions:
•What is the discourse about?
•Why is the discourse needed?
•What is the discourse trying to accomplish?
Discourse is the language or communication used that tries to persuade people to act. Exigence It is the urgent need of a situation The People in Need’s have launched this print advertisement in order to make people aware of the global poverty (ex: Africans) while comparing it with the luxurious spending that can be seen elsewhere in the world. Audience Audience is "those who are the (intended or unintended)
recipients of the rhetorical message” (Carroll, 49). In other
words, those who are targeted for the particular ad. There
are two types of audiences: primary and secondary. Primary
audience is for whom the message is intedned for. Seconday
audience is "not the main audience of the ad but might also
be able to respond to the exigence" (Carroll, 50) Constraints Constraints are the "persons, events, objects,
and relations which are parts of the situation
because they have the power to constrain
decision and action needed to modify the exigence"
(Grant-Davie, 111). Positives:
Donation is cheap
People have the option to text

Negative:
Some people cannot text
If one is on a tight budget Exigence Purpose is the objective that the discourse is trying to make Pathos Ethos The Image The ad is intended to hold strong pathos appeals. The emotional toll for little donation which is much less than we are used is no doubt an effective tool. It is meant for a person to look at the ad and feel a strong sense of guilt and sadness. Pathos is often associated with emotional appeal. Not only is it supposed to cause the audience to respond emotionally, but also for them to identify themselves with the writer’s point of view. aTherefore, pathos refers to both the emotional and the imaginative impact that the message has on society. Context Context Cont. According to Detez, "they raise funds in the Netherlands as well as internationally (Cordaid, 2012). The advertisement was made in 2007 in which 1.37 billion people live on less than $1.25 (0.95 EURO) a day, and 2.56 billion live on less than $2 (1.52 EURO) a day (The World Bank, 2006). The advert directly relates to the issue that 925 million people do not have enough to eat (FAO news release, 2010) and around 150 million children worldwide suffer from malnutrition (Unicef, 2012). All these facts are the driving force for the organisation Cordaid and the motivation behind the advert “Handbag” (Detez, 1). Primary Audience
Citizens of the Netherlands
Big spenders
Women from middle to high class due to
the female model as well as the prop, which
is a purse

Secondary Audience
Other wide ranges of people could have been attracted to the ad since the rhetor used an outdoor advert Ethos refers to the trustworthiness or credibility of the writer or speaker. Ethos is easily earned since the image was shot in a poor part of Kenya where help is clearly needed which adds to the rhetor’s credibility. It provides a sense of realism making the ad more credible and in turn encouraging the audience to care. Contrast: the concept of the “handbag” contrasts other ads such as those typically seen of illnesses, starvation, ect. The contrast of all the other images that are centered around the same topic, grasps people attention. It makes them want to stop in their tracks and encourages the audience to do something about the issue at hand.

Text: the name of the campaign “People in Need” creates an understanding of the audience since everyone has needs. Additionally the white font catches people’s eyes because there is dissimilarity from the gloomy colors that the illustration has.

Colors: the gloomy colors portray the unhappiness and needs that others have. Works Cited "Topics." Cordaid Building Flourishing Communities. N.p., n.d. Web. 22 Jan. 2013.
Duncan. "Cordaid Help for People in Need." The Inspiration Room. N.p., 15 July 2008. Web. 22 Jan. 2013.
Detez, Kellie. "Kellie Detez." N.p., 20 Oct. 2012. Web. 28 Jan. 2013 Works Cited Grant Davie, Keith. "Rhetorical Situations and Their Constituents." Writing about Writing, A College Reader. Eds. Elizabeth Wardle and Doug Downs. Boston: Bedford,/ St. Martins, 2011. Print. 101-118.
Carroll, Laura B. "Backpacks vs. Briefcases: Steps toward Rhetorical Analysis." Writing Spaces: Readings on Writing. Ed. Charles Lowe and Pavel Zemliansky. Vol. 1. Anderson, SC: Parlor, 2010. 45-58. Print.
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