Rhetorical Analysis Of Amnesty International

“It’s not happening here, but it’s happening now,” is the caption used by Amnesty International in a recently launched ad campaign to raise awareness in Switzerland. Amnesty International’s purpose is to promoting human rights and fighting injustice through awareness. Amnesty International‘s concept of marketing speaks in an alarming tone weighing heavily on emotions though visuals also using reasoning to draw a relationship to the events through a mirrored background and logos, which establish credibility by using factual, researchable events.

The proof of Amnesty International’s successes fully creating a powerful combination of logos, ethos and pathos is now a group of over 3 million and growing; activist, volunteers and members to become involved in the fight against human rights, which stemmed from one, Peter Beneson. In 1961, Lawyer, Peter Beneson, who wrote an appeal in The Observer newspaper encouraging its readers to write letters on behalf of two Portuguese students who had been jailed for raising their glass in a toast to freedom . In a more recent cry for help, Amnesty International’s marketing team composed over 200 thought provoking posters in Switzerland to raise awareness there.

One of the more influential ads of the group places a disturbing posturized image, captured in a violent part of the world

Placing horrific events to the backdrop of the streets of Switzerland using the element of surprise to further draw attention to its ad, which in turns causes those walking by to take notice if only long enough to discover it’s only an ad and consider the contents long after the moment has passed. Not only is it a standard of Amnesty International to influence awareness through its ad, but its logo captures the logos appeal as