Danyell Polson

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Danyell Polson 7th Period

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Background

• This is an ad by Above The Influence on negative
  effects of drugs and alcohol.
• Agency Mckinney
• Creative Director David Baldwin
• Published November 2008

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What Catches Your Attention?
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Focal Point
The Focal Point for me was the box of Rat-X, as
It is secluded in the lower half of the picture
and its bright color contrasts with the dark
floor.
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Is it balanced?
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Is it balanced?

• Despite the fact that the words and logo almost
  even out the top and bottom half, the majority of
  the picture is still in the top portion, so it is
  unbalanced in my opinion.

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Why are they rats?
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Why are they rats?

• This ad creatively uses the analogy that drugs
  and alcohol are to people as rat poison is to
  rats, A deadly temptation.

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What does it mean?
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Meaning

• The rat poison is symbolic of drugs and alcohol
  and how they can literally poison your mind. The
  rats, who were originally teenage girls, Are
  offering Rat-X to one another to show how teens
  persuade each other to use harmful drugs.

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Are the words significant?
Why or why not?
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Are the words significant?
Why or why not?

• The words are somewhat significant because you
  are given the rhetorical question Whats the
  worst that could happen? To really make you
  think. But if the words were not provided one
  could still probably infer the ads intended
  meaning.

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Logos, Ethos, Pathos.
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Logos

• The logical appeal of this advertisement is that
  everyone knows rat poison is bad, especially for
  rats. Just like everyone should know drugs and
  alcohol are toxic and can ruin your life.

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Ethos

• This ad was published by the Above The Influence
  organization, a widely credible group and
  partnership for a drug-free America.

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Pathos

• The emotional appeal is a negative feeling, most
  likely sadness because it brings attention to the
  fact that thousands of kids are being mentally
  poisoned by and dont have the will power to say
  no to drugs and alcohol.

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Sources

• http//www.creativeadawards.com/above-the-influenc
  e-rats/
• Creative Ad Awards