Euthanasia Rhetorical Analysis

An advertisement put together by a democratic party is focused on trying to persuade their audience to believe in Euthanasia. Euthanasia is the act of terminating a person’s life in order to end pain and suffering. Informally known as physician assisted suicide. (PAD) According to the Democratic Party “Our aim is to convince the audience that euthanasia, or forcing someone to live when all they want is to die, is inhumane and to some extent evil”. The creator of this advertisement implements the rhetorical strategies Ethos, Pathos, Logos. His goal is to make his audience believe that euthanasia is the right thing, by ending an individual’s pain and suffering.

In the particular advertisement the campaign used Ethos in a great form. The author

is given credit for his work. There is also the mention of the organization. Their reputation and authority will push towards their credibility. Being part of a campaign would mean most likely they deal with these issues often. Although this creator is pushing for legalizing Euthanasia, other factors tie in like religion, and medical expertise. This organization is very impassioned to show support for the advertisement. The advertisement gives good visual meaning backing up the organization. The use of Ethos overall is very effective for the advertisement.

The campaign used Logos to plays a big factor in their advertisement by using logic explanation and reasoning. The creator used real evidence by referring to a human in a hospital bed holding a sign “Right to choose.” To the side of his bed there is a group of individuals who are claiming “What about our right to choose what you do?” The creator is implying that the patient in this advertisement is suffering so he would like to choose to have the right to decide whether or not he wants to live in pain. This gives the audience perception at the point the organization is trying to prove. This part of the advertisement is trying to make the public think if indeed it is the right thing to do? At this moment it leaves the public pondering. To make his argument the creator makes the public reflect on the situation. This campaign is making it clear by emphasizing the importance from the public’s point of view. There is the sick patient and the bystander’s opinions. The campaign makes the bystanders seem selfish for trying to be in control over a sick adult, who is claiming his right to choose.

The use of Pathos took up a big part of this advertisement.

The campaign for dignity and dying used emotion to influence their audience. Started by the phrases in the advertisement, it makes the viewers associate themselves by thinking how it would feel to be in that situation. It tries to force the audience to think of a loved one or them self in a possibility of living in pain and suffering. The picture has a great convincing effect. The patient in the advertisement is completely conscious, therefore able to make his own decisions. Also the fact he is in a hospital bed and hooked up to some medication could be a sign for the viewers to believe he is miserable. The viewer will now feel sympathy for the patient and what he might be going through. This was the strongest strategy used by the campaign, without using emotion in this particular sensitive advertisement it would have been harder on the organization to try and build an argument or to even persuade the public. If you put two together, the text and visual of the advertisement, they complement each other. The visual gives the public an example of the text. This helps gain better knowledge of the topic. If the public was not familiar with Euthanasia, the picture gives them a better understanding of what it means. Without the visual in this advertisement it would still have some relation but not as much. The visual portion helps the overall persuasion and builds a better

argument.

With what most people will look at and refer to just any political cartoon advertisement. The campaign of dignity and dying tries to persuade the public to become a supporter of Euthanasia. They did not target a specific group of people, this advertisement was made for all who may feel a connection to it. According to the campaign “They believe everybody has the right to a good death. Including the option of assisted dying for terminally ill, mentally competent adults.” This campaign stuck to the point. The argument stayed in one lane and does not steer you in any other direction. The argument was emotionally effective. To find out whether the rhetorical strategies worked and there goal was accomplished or not, is for the public to decide.