The way an advertiser grabs the viewer needs to be compelling.

The ad must incorporate

all types of persuasion, ethos, logos and pathos. If these tools are not all utilized then the ad will
not be as successful. A strong ad can be made up mainly of one persuasive technique such as
Pathos but with a more critical eye the audience could quickly dismiss the emotional content and

want more evidence and credibility. This ad has many redeeming qualities but ultimately could
be made better with a few adjustments.
The Advertisers did use ethos to show credibility in this ad with a couple of techniques.
One of these was done by placing the logo for Coalition Against Domestic Violence, in doing so
they establish a believable and official group. The size of the logo is small in comparison to the
ad though and this makes it appear less important. Another ethos technique the ad used was the
established idea that women are referred to as a piece of meat in American society. The idea of
women as meat appeals to viewers from an ethical stance. This ad does not use as much Ethos as
it does Pathos. Combined, all of the literary devices together do form a strong message.
The intent is to convince the viewer that what is being said is credible. The advertisers
did use persuasive language that appears believable. The size of the writing could have been
bigger or laid out on the page differently to be more visible and prove the advertisers side of the
argument in a more efficient manor.
The strongest area of this ad is in its use of pathos. The viewers reactions to this ad come
in layers, sexualized images are very common place in advertising. The advertisers use of Pathos
is blatant and effective. First glance the viewer notices provocative clothing, the intent is to show
a woman in small sexy clothing; an image the audience is used to. Pathos is used to invoke
strong emotional reactions such as guilt or disgust when the picture in the ad is recognized and
its true shape is realized. A sexualized slab of beef hanging and branded. The viewer is hooked
as literally as the meat itself, ready to receive the intended message.
The message uses pathos as well, by appealing to a mans sense of right and wrong.
Language is concise and poignant, written to make them take responsibility for stopping the

cycle of over sexualizing women; linked to incidents of domestic abuse. In the article The over
sexualization of women in advertisements (Monica Wahid, April 2015) discusses this exact
potential. Research cited in the article ties these ideas together. habitual exposure to violent
media may also reduce viewers inhibitions against aggression and violence (Capella, Hill,
Kees, and Rapp 39).
The Coalition Against Domestic Violence understands using a pathos approach to
advertising. Long after the image is out of sight, the viewer could potentially revisit the image
from memory. This recall is due largely in part to the emotion. Men in theory will see a sister
friend or mother dangling from that cold metal hook. This ad accomplishes the pathos part to
encourage men to speak out against both domestic violence and over sexualization.
Pathos is the most potent part of this ad but the logos is a close second. Logos is used in
advertisements to appeal to our logical side. This particular ad makes the assumption that most
logical people know women should not be treated as a piece of meat. The image is in stark
contrast to the white background. It is intended to draw in the viewer with a violent realization.
The recognizable curves and clothing suggest a clean shapely woman. Then the image becomes
clear, raw meat impaled and dressed. Any well reasoned person knows this vision is not okay.
The ad is effective in this technique; it has grabbed the viewer enough to spread its message.
The verbiage states it plainly, Its not acceptable to treat a women like one. Most men
agree but few speak out, please be heard. A mans voice is an effective way to change demeaning
societal attitudes toward women. The ad is giving a way for people to help the problem by
telling them to speak out. The advertisers are sending a couple messages with these words. Not

only should the viewer speak out, but society needs to change how it views women to lower the
instances of domestic abuse.
Adding statistics would add to the effectiveness as well. Knowing how prevalent the
problem is and information on how to speak out would be compelling too. According to the
National Coalition Against Domestic Violence, Every 9 seconds in the US a woman is assaulted
or beaten. (ncadv.org) Knowing this staggering number drives home the message.
The advertisers mention of societal attitudes could have been backed up with numbers and
empirical evidence. Advertisements provide a gauge for what is desirable and what is normal.
(Women As Sex Objects.. Jan 2008) Logos is present in a subtle way, with the added statistics
the argument would have been stronger.
All the techniques used together with the emotional content worked. Had the advertisers
worked as hard to use ethos and logos equally with pathos, this ad could be phenomenal. The
door could be opened for a future campaign, if the advertisers would have made the words larger
then the message would have been even more effective. Once the message can be received, then
spin off ads could be about many things such as kids affected by domestic violence and other
relevant topics of concern. Without focusing on persuading from all angles a viewer could
dismiss this ad. With minor adjustments to layout, size and added statistics this ad would be a
concise,credible, logical and emotional powerhouse.