8. Advertising of Social Causes:

Unicef Every Child Needs a Family. Available http://creativecriminals.com/print/unicef-every-child-needs-a-family/. February 2, 2011.

This print ad is from the “Every Child Needs a Family” campaign by UNICEF. A toddler is shown in a store front holding male and female mannequins hands. This campaign was launched in effort to deinstitutionalize children and provide them with a family. They encouraged foster families to open their homes to children in need. UNICEF believes every child has the right to grow up in a family.

This advertisement uses emotional appeals to persuade audiences to rally behind their efforts.1  The ad aims to provoke emotions of charity, mercy, or humanity so an individual feels the need to act out of compassion. The emotional provoking image of this parentless child is the catalyst to bring about action. According to Aristotle’s definition of persuasion, this ad has ethos because UNICEF is a credible nonprofit group.1

            1. Lester, Paul Martin. Visual Communication: Images with Messages.
                        (Belmont: Thompson Wadsworth, 2005), 67-91.