Visual Rhetorical Analysis “Killer Fries” By: Shelby Blaker & Charles Eichelberger
McDonald's Brand ● Originated in America ● Classic brand recognition ● Largest Fast-Food chain in the world ● Worldwide recognition
“Killer Fries” ● Photographed by Greg Slater ● Funded by American Heart Association ● Plays on the viewer emotions
Image Elaboration: Overall ● Symmetrical image ● Viewer may not even notice the ad ● Simple and subtle, yet thought provoking ● Classic advertisement look ● Shocking when details are seen
Image Elaboration: Top ● Clean lines and classic look ● Bullets represent fries ● Viewer may not notice the detail ● Background is almost like a tabletop ● Represents a battlefield
Image Elaboration: Bottom ● Small lettering at the bottom for AHA ● How deadly is your diet? ● Battle against Heart disease ● Refers to fries as bullets ● Makes viewer reflect on their own diet
American Heart Association Facts ● According to a 2015 American Heart Association study more than 400,000 deaths per year are linked to unhealthy diets ● Approximately 222,000 of those deaths being Men ● Approximately 193,000 of those deaths being Women ● Apparent and growing problem in America ● Healthy diets need to consist of fruits and vegetables with a lot less salt
Use of Appeal: Pathos ● Appeals to viewers emotion concerning their diet/ overall health ● Causes the viewer to question their diet and how it impacts not only their overall health, but specifically their heart ● Invokes the emotions of concern, guilt, and insecurity
Use of Appeal: Ethos ● Sponsored by the American Heart Association ● Indicates credibility within the message being conveyed through the piece
Use of Appeal: Logos ● No visible statistics present within the actual ad ● Statistics can be found through additional research with the American Heart Association ● Found statistics support the message conveyed within the piece
Primary Objective ● Causes the viewer to reconsider their eating habits, specifically concerning fast food ● To inform the viewer of the danger fast food poses in correlation to cardiovascular disease ● Persuades the viewer to possibly stop eating as much fast food to prevent heart disease
Overall Message An unhealthy diet, such as one dependent upon fast food, leads to health effects, such as cardiovascular disease ● Supported by the fries being represented as bullets ● The single question asking the viewer to consider the state of their diet ● The concern of cardiovascular disease is indicated by the ad being sponsored by the American Heart Association
Success or Failure? ● Overall can be seen as a success ● Appeals to the viewer's emotional concern relating to their health ● Provides a striking physical appearance to provoke a clear response within the viewer
Works Cited McDonalds Fries https://adsoftheworld.com/media/outdoor/mcdonalds_french_fries Bullet fries http://www.americanrhetoric.com/speeches/ronaldreaganddayaddress.html American Heart Association Facts https://news.heart.org/unhealthy-diets-linked-to-more-than-400000-cardiovascular-deaths/ Background Theme https://www.123ppt.com/powerpoint_background/food/bk_food_000012_orange_display.jpg
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