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Nick Cardone
Through the use of rhetorical devices, First Call raises awareness to the Opioid crisis in the United States and encourages those addicted to seek help before it's too late.
The ad addresses the issue of opioid addiction that is present at a large scale in the United States. First Call, a drug abuse prevention non-profit, wants to warn those who abuse Opioids and get them to seek help for their addiction. This is shown through their use of symbolism, pathos, and visual and textual warnings.
Opioid abuse has wreacked havoc across various communities across the United States. With the Department of Health and Human Services reporting several startling statistics. Two-thirds of all drug overdoses in the United States were due to opioids, 9.7 million people have misused perscription pain relievers, and ER visits due to opioids has risen by 30% from July 2016 through September 2017. It is these tragic figures that has caused organizations and individuals to encourage those who abuse opioids to seek help.
First Call uses several rhetorical devices in order to convey the need for those who abuse Opioids to seek help.
Fig 1. “First Call: Pillcase – Caskets, Pillcase – Prison • ADS of the World™: Part of the Clio Network.” Ads of the World™, VML, https://www.adsoftheworld.com/media/print/first_call_pillcase_caskets
First Call uses Pathos to dissuade those who abuse opioids from their addiction and to spur them into qutting. They accomplish this by displaying indidvuals lying in repose in coffins. The individuals are of various ethnicities, with different occupations, and even different religious articles. These different people shown, having died due to their opioid abuse, are chosen because of their universal appeal to opioid sufferers, who come from various backgrounds. The nonprofit wants for the opioid sufferer to look at the ad and see themselves in the deceased, hopefully planting the desire to overcome their addiction
Fig 2. “First Call: Pillcase – Caskets, Pillcase – Prison • ADS of the World™: Part of the Clio Network.” Ads of the World™, VML, https://www.adsoftheworld.com/media/print/first_call_pillcase_caskets.
Fig 3. “First Call: Pillcase – Caskets, Pillcase – Prison • ADS of the World™: Part of the Clio Network.” Ads of the World™, VML, https://www.adsoftheworld.com/media/print/first_call_pillcase_caskets.
First Call uses various forms of symbolism to appeal to opioid abusers to seek help. Notably, the coffins of the deceased opioid users are located within the weekly pill case. This conveys to the viewer that the deceased died, unequivocally, due to their abuse of perscription drugs. The use of religious symbols, one of the deceased has a bible near them, and another has a set of rosary beads in their coffin, conveys to the viewer that anyone, even the religious, can struggle with drug abuse problems. This demonstrates to many people that their struggle with drug abuse is shared by others, and that seeking help is an acceptable, and encouraged, thing to do.
Fig 4. “First Call: Pillcase – Caskets, Pillcase – Prison • ADS of the World™: Part of the Clio Network.” Ads of the World™, VML, https://www.adsoftheworld.com/media/print/first_call_pillcase_caskets.
Fig 5. “First Call: Pillcase – Caskets, Pillcase – Prison • ADS of the World™: Part of the Clio Network.” Ads of the World™, VML, https://www.adsoftheworld.com/media/print/first_call_pillcase_caskets.
First Call gives a very stark visual warning to those who continue to abuse opioids. The image of seeing individuals in coffins, having died of their prescription drug addictions, is a powerful visual that serves as a reminder to those that abuse these drugs that the path they walk on can easily lead to their deaths. Hopefully, the reminder of a looming death will lead the viewer into seeking help for their addiction.
Fig. 6 “First Call: Pillcase – Caskets, Pillcase – Prison • ADS of the World™: Part of the Clio Network.” Ads of the World™, VML, https://www.adsoftheworld.com/media/print/first_call_pillcase_caskets.
At the bottom of the ad image, there is a subtitle that says ominously, "TODAY COULD BE THE DAY." This warning that abuse of prescription opioids could, at any moment, be the cause of death of an addict is a startling fact. If the viewer is inspired, off of this, to quit their addiction and seek help, below the warning is a recovery hotline to seek help from.