Rhetorical Analysis: The Real Cost

Decent Essays

Smoking continues to be an increasing problem in both the United States and around the world. Advertisements of many types continue to aid in lowering the use of cigarettes by teenagers. In this advertisement, published by the Food and Drug Administration (FDA), many rhetorical devices are used to help appeal to the audience’s senses, understanding, and perception on smoking cigarettes. Using a young woman in the advertisement shifts the focus towards teenagers that smoke cigarettes, have thought about smoking, or have been around others that do smoke. With the incorporation of the FDA’s “The Real Cost” campaign logo, facts about the outcome of smoking, and the photograph of the young girl's face, this advertisement serves the purpose of grabbing the attention of teenagers that use cigarettes and warns them of the negative outcomes of smoking by using certain appeals: ethos, pathos, and logos. Establishing credibility as an author should be accomplished in order to create a reliable environment for the audience. In this advertisement, the author chooses to use ethos as a rhetorical appeal. In this case ethos is conveyed to the audience by the use of the author’s credentials. By using the credentials “The Real Cost,” the intended audience can be assured that what is on this advertisement is from a credible source. Many individuals are aware and have seen a photo with “The Real Cost” on it before and know that it is published by the FDA. The FDA “is responsible for

Get Access