A Rhetorical Analysis Of Amnesty International

Most big corporation’s goals are to convince consumers to buy their product for monetary gain. They appeal to consumers using eye-catching images and all means of persuasion to grab a viewer’s attention. An organization campaigning for human rights worldwide through advertisements is not all that much different from multi-million dollar companies. Amnesty International, a non-profit humanitarian organization, advocates for the rights of children through an eye-opening visual to create awareness of a social issue. Initially viewing the advertisement, it appears that normal children are riding a school bus in the city cruising down the street, but upon closer inspection, the children are boys who are of varying races holding guns, and the bus

The colors are reminiscent of the ones associated with armies and war, which contrasts strangely with the standard bright setting lighting up behind it. The bus full of war-torn boys looks incredibly out-of-place in the city
The ad appeals not only to sight, but also the audience’s emotions, logic, and ethics. Pathos, a mean of persuasion that plays on emotions, seems the most powerful to me. Despondence adorns the faces of the child soldiers who have lost their childlike demeanors through dehumanizing acts of war using the guns held in their tiny hands. Anyone who has a child, or even cares for their general wellbeing as a whole will feel moved by the image. Logos and ethos, Logic and ethics, presents itself in the fact displayed on the bus, “300,000

Kids are synonymous with innocence. A beautiful blank slate untarnished from the evil in the world; they are content to play and be happy, unbeknownst to pain and agony. Guns and kids are opposites that should not be put together. It does not look nor feel right to witness. The organization captures the attention of those who have a want and need to protect children from the horrors of the world. These are real problems that exist in the world. Every day children get caught in the war started by the adults they are supposed to be able to look up to. Instead, their youth gets taken advantage of for nefarious purposes perpetuated by the evil that persists. The advertisement is implying that only capable adults can “Help send them