Every piece of advertisement is typically prepared and destined to be attractive to the audience. Graphical images are amongst the most embraced approaches to advertising. Using imageries and videos in an ad conveys its appealing features, and therefore influences the viewer to subscribe to the services offered, depending on the content of the advertisement. Visuals also strengthen the message delivered through an ad. Note Worthing, is the fact that individuals incline to adverts with visual imageries as likened to those that do not have explicit images since graphic photos make ads more factual and notable to the audience. Thus, this essay scrutinizes the visual representation, illustrated below, as used by NRA in addressing the need for gun control in America.
This advertisement is a commercial done by the National Rifle Association (NRA) advocating for gun control by use of a plot that Clinton will take away their guns. The advertisement, therefore, campaigns for Donald Trump election and advertises on the needs of people to have licensed firearms, as a way defending themselves in case of an attack. The advertisement strategically uses Hillary Clinton to attain more audience to view the ad.
This advertisement is used to address the need for guns, arguing that Hillary Clinton will deny people guns thus leaving them defenseless. Although the ad is used to bring down Clinton, with the use of the slogan "Don't let Hillary leave you defenseless," it makes the audience have a clear perception of the message. The use of an image with a background showing an attack controlled by the police lines, makes the audience understand the seriousness of the matter. In a study conducted by Stewart and Hecker, the use of visuals in the advertisement is crucial in ensuring that the content is understood as compared to the use of text. They state, "Visual recall is becoming increasingly important, and corporate symbols and advertising will need to be stronger and eye-catching to capture consumer attention. Nonverbal communication will not only become a means for drawing attention to a verbal message, but it will also become the message itself in many instances. The use of imagery, visual associations, drawings and paintings, models, visual memory devices, product and corporate symbols are pervasive in advertising" (Stewart and Hecker 7).
The strategy used by NRA is one that has not been used in many advertisements, thus attaining success in commercially since the audience reflects on their safety. The support of gun control addresses an aspect that deals with people's security, which is a crucial aspect of human existence. The advertisement further relates to an issue that is a facing the society today. It is evident that there have been previous attacks that have claimed the lives of many people. Gun control are rules created to control the gun manufacture, sales or possession of guns by civilians. Gun control is essential in ensuring that people use firearms for the right purpose, thus enhancing their safety. With a larger population advocating for gun control in America, the advertisement seeks to address the needs of the people in improving their security. It is crucial that people are provided a safe and conducive environment to live. The advertisement works towards covering the most basic need of the American people, and this gives it more privilege.
Colour is a vital instrument for advertisement. Coloring involves the use of certain shades, disparities and satiety, and to what consequence it has on a specific scene. It is essential for an advertiser to be cautious while selecting colors to be used. In this advertisement, the colors are chosen purposefully to distinct each other in a way that it appeals to the attention of the audience. The use of a black color in the background foregrounds the written text "Don't let Hillary Clinton leave you defenseless." Thus, this enhances the visibility of the printed book, which carries more meaning. The font size of the writing is also increased to ensure that the audience can view the advertisement without much strain. The use of different colors, therefore, helps to present the visual aid in a precise manner. According to a study conducted by Lichtlé, Marie-Christine, shade has an inevitable effect on an individual's emotion. Thus, this directly relates to the attitude that people develop when they view specific advertisements (Lichtlé pg. 40). Therefore, the use of colors that blend well extends positive emotions as well as positive attitude towards an ad. In this advertisement, fresh colors are used to build positive emotions. Further, a graphic image depicted in an ad must meet detailed necessities, such as clarity and interpretability. The image used in this announcement is meek and easy to comprehend. The choice of words used is clear, ephemeral and summarizing. There is avoidance of technical terms, and this enhances ease in comprehending the message.
This advertisement achieves success in that it does not target a particular audience, in regards to gender, race or religion. It not only focuses people who use guns but those who do not. The advertisement encourages gun control for those who use weapons for their security purposes and helps those who do not have guns to possess them. The ad, therefore, does not rely on one side but addresses all the audience. An individual, who looks at the visual aid, develops a feeling of owning a licensed gun to promote safety. Thus, this portrays the relevance of the advertisement in advocating for gun control. Use of visual aid in publication depicts the significance of the image in making the audience act towards something; the ad shows a scene of attack represented by police lines. Hence, this shows the importance of gun control to the safety of the people. In a study conducted by Gary Holmes, relevance in an advertisement is based on the use of visual images. When an ad employs the use of visual aid, it attains significance in relaying a particular message to the audience (Holmes 20).
An advertisement has to adopt exceptional approaches that tempt the audience. The most remarkable feature of this poster is the use of a scene of an attack. The police line is put in front of a homestead to show that the raid had been conducted at home. Further, as portrayed by the visual aid, the event takes place at night, and this strikes more fear among the audience pertaining their safety. The advertisement uses a strategy of instilling fear among its audience, as a way of making them act towards advocating for gun control. This advertisement performs well in creating panic among the people. The setting of the ad portrays an event that can happen if gun control is not adopted. Thus, the strategy is unique that it works well in attracting the audience. The advertisement becomes successful in that it instills fear among the American citizens and make them work towards fighting for gun control.
The advertisement appeals to pathos and logos. Aristotle defines sadness as the ability "To understand the emotions—that is, to name them and describe them, to know their causes and the way in which they are excited." Pathos enables individuals to act having being motivated or challenged by their emotions. This advertisement appeals to pathos in that there is the use of death to relay the message. Many people fear death and do not want to succumb to it, in this case, the use of such a scenario evokes the audience feelings and emotions and enables them to act towards the right for gun control. The visual aid portrays a picture of a scene of the attack. By looking at the picture, one is challenged to act to enhance their safety. The advertisement also appeals to logos. According to Aristotle, "persuasion occurs through the arguments when we show the truth or the apparent truth from whatever is persuasive in each case" (Braet 311). When a message is relayed in a clear and concise manner, it provides meaning for the people. Aristotle believes that humans make decisions basing on what they think that it makes sense. This advertisement appeals to logos because the ideas are presented transparently through the use of a visual aid. The ad further undermines Hilary Clinton but in a persuasive way. The purpose of thinking that Clinton would do away with their safety makes the audience buy the concept of right for gun control. The advertisement makes sense in that the audience is aware that gun control enhances their safety; therefore, without it, they would be defenseless. Consequently, facts and truth are relayed through the advertisement, and this appeals to pathos.
In conclusion, an advertisement is essential in addressing different aspects that could favor the needs of individuals. The use of texts in the ad does not attain success as compared to the use of visual images. It is essential to use a visual aid in an ad because it makes the audience have a clear understanding of the message. Visual images also relay the practicality in a commercial and contribute to more prolonged storage of the signal. This advertisement becomes successful in transmitting information to the public because of the use of a visual aid with information crucial to its audience. Death is used as the ultimate solution when there is lack of gun control, and this makes the advertisement relevant. Through the ad, the audience is likely to advocate for their right of gun control as an aspect that contributes to their safety, through a decrease in gun-related deaths and the ability to defend oneself in case of an attack. With the use of a prominent figure in the advertisement, it is likely to capture a higher number of people. The ad, therefore, is planned strategically to ensure that it reaches and attracts the attention of a massive population in America. The advertisement further appeals to logos and pathos, which are essential aspects of decision-making.
Works Cited
Braet, Antoine C. "Ethos, pathos and logos in Aristotle's Rhetoric: A re-examination." Argumentation 6.3 (1992): 307-320.
Hecker, Sidney, and David W. Stewart. "Nonverbal communication: advertising's forgotten elements." Nonverbal Communication in Advertising, DC Heath and Company (1988): 3-8.
Holmes, Gary R. Symbolic visuals in advertising: The role of relevance. University of North Texas, 2008.
Lichtlé, Marie-Christine. "The effect of an advertisement's color on emotions evoked by the attitude towards the ad: The moderating role of the optimal stimulation level." International Journal of Advertising 26.1 (2007): 37-62.
