The image depicted is an advertisement published by Go Vegan in an attempt to convert non-vegans to a vegan lifestyle. The ad uses a variety of appeals, image choices, and wording choices to accomplish this attempt. The advertisement uses logos (the use of logic/facts) making a comparison between two animals, forcing viewers to consciously compare the two. It also uses pathos (the appeal to emotions and feelings) with the use of words such as "compassion" and "love", which are intended to evoke feelings of sadness and empathy in a viewer, whilst simultaneously building their own ethos (the ethics of the organization) in creating this sense of kindness, compassion and equality across all species. Of course, some might argue that this message is a form of guilt and could turn viewers against the organization. This advertisement suggests that it is wrong to eat one type of animal and worship another and uses this to try to convert viewers to veganism. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essayIn this advertisement two animals are shown: a kitten and a chick, with the statement: "Why love one, but eat the other?" " They use this bold statement, along with: “Choose compassion. Go vegan. Try to force non-vegans to convert to a vegan lifestyle. It can be assumed that the use of the campaign wording was chosen to evoke a sense of sadness and guilt in readers. It also lists information at the bottom of the page to learn more and the offer of a free starter pack that could help you go vegan. By offering free information and materials, the idea of ​​veganism can be seen as simple and, therefore, more attractive to the viewer. The words of the advertisement stand out well against a dark, but neutral/blurred background. The animals also stand out, both being lighter in color than the dark green behind them from the Go Vegan organization and most likely helps build their ethos (the organisation's air of ethics/morality, compassion and kindness, in this case). The advertisement is likely to use baby animals, rather than adult animals,. to help appeal to the emotional side of the viewer. Baby animals are widely considered cute and adorable, so putting two babies of different species next to each other who are treated in very different ways by humans, yet cute and adorable at the same time, is likely to tug at the heartstrings of the spectator. If the viewer is a cat lover – or perhaps a lover of any animal – this ad can help them connect to the cause in a logical way. It assumes that the viewer, who is most likely an animal lover, would not eat a cat or any other pet and thus creates the argument against eating any animal - why it would be okay to eat your dog, but not your cat ? ? Or your hamster, but not your mouse? He wouldn't do it. It attempts to make the viewer understand that the main difference between the kitten and the chick (aside from the species and size) is the way they are treated and regarded. This makes the argument extremely compelling, as well as the fact that it forces the viewer to make a conscious connection between that "cute" chick and what he often eats for dinner. Please note: this is just an example. Get a custom paper now from our expert writers. Get a Custom Essay This ad can be assumed to be quite successful; through the use of pathos, ethos and logos, it forces the viewer to.