Cordaid People In Need Rhetorical Analysis

In an ad launched by Cordaid, called “People In Need” the organization addresses an issue that almost everyone living in first world countries can relate to: gluttony. The ad itself, which shows a fashion model holding a luxury bag, was designed to bring awareness to the wastefulness in society. Next to the luxury bag is the cost of the purse, contrasted with the supposed cost to feed someone for a week. In this essay I will analyze and address the rhetorical components Cordaid uses to illuminate the vast wealth inequality throughout our world. 
Cordaid is one of the largest development organizations in the Netherlands; working in twenty-eight countries to combat global challenges. Its vision is to “strive for a fair and sustainable society in which every individual counts.”(Cordaid). Its position as an aid organization, paired with their seemingly selfless goals, gives them an advantage with the publication of this ad. The organization is non-profit, so they do

not benefit financially from the advertisement. This position helps them to build trust among their viewers and supporters, and gives them a credible name.   
The Pathos used in this advertisement is why it stood out to me. The intended audience of the advertisement is citizens of a first would country, which I fit in comfortably. The subtle sexism of the ad drew me into it as well, as it was intended to. Women in America's present society are caught in a very discrete cycle of social constructs that simultaneously push us to spend money on luxury items, like the designer handbag, while also shaming us for being materialistic. By using a female model and an item associated with the female gender, Cordaid effectively draws in female viewers. The ad was clearly meant to trigger the underlying sense of guilt and shame that women experience on an everyday basis
The photograph  used in the ad strongly appeals to the viewers’ emotions.

By contrasting a beautiful, glamorous model to impoverished life in Africa, the organization effectively appeals to the viewer's sense of guilt. Positioning something as insignificant as a purse next to something as necessary as food also gives viewers a reality check. These two aspects of the advertisement leave the citizen feeling shameful for spending their money on unnecessary items while another human, just like them, is struggling to eat enough to survive.  
The logos of this ad includes the location of the photograph . The intentional setting, Africa, gives the viewer a sense of realism. This continent, which is notoriously poor, allows viewers to recognize hunger as a real, ongoing problem. The use of this model and setting also portrays to the desire to help others. The ad is very clearly targeted at first world citizens, and is incredibly effective at suggesting it is our individual responsibility to help those in

need. 
            Next to the luxury handbag, is another use of logos in the ad. Using contrasting numbers shows how easily a consumer could have chosen food for a fellow human, rather than purchasing yet another purse.   Numbers are often used by marketing departments and advertisers because they are associated with math and science, which makes them seem more logical. By using direct numbers and avoiding generalizations, the viewers are more likely to remember exactly how much it costs to feed some for a week. This fact combined with the use of guilt assures that the viewer will be affected by the ad and more likely to donate.
There are multiple aspects of this advertisement that can be connected to a larger, more global issue. Most prominently though is the issue of world hunger. Clearly this is what Cordaid wanted illuminate and create a “call to action” for. The immense gap in wealth is an issue that is very easily overlooked by those of a comfortable financial status. This apathy that we experience, whether intentional or not, is really what Cordaid is trying to address.