The Zain campaign in partnership with the Kuwait police to end texting and driving includes an ad that is an excellent example of the use of rhetorical devices to persuade. The image is from the perspective of someone inside of a car after an accident. It shows a left hand hanging out of the window, limp yet still holding a cellphone. Looking outside of the window one can see a vehicle with its front end smashed. The text states simply: “GOT THE MESSAGE? Don’t text and drive.”
Logos refers to the strength of logic, meaning and reasons in the work. The reason is clear, and stark. Texting and driving can result in terrible accidents with injuries and fatalities.
Ethos refers to the character of how the author is portrayed, in this case through an advertisement. Zain is a provider of mobile cell service, and the Kuwait police provide protection through enforcement of anti-texting while driving laws. The use of a large logo for each at the top of the advertisement makes the sponsors clear, and provides an additional level of authority to the message. Pathos refers to the emotional appeal of rhetoric, and the extent to which it results in an emotional reaction for the audience.
There are strong emotional cues in the ad; the viewer is placed into the vehicle; it is clear there has been a terrible injury. The ad states bluntly, through this visual message that it could be you. Kairos refers to those parts which draw support from the setting and the spirit of the time and place. One can see in the background the Kuwait landscape, an appropriate setting as the campaign occurs in Kuwait. Further, the message is very appropriate to the times as this new technology has created havoc in the form of distracted drivers and accidents.
This ad uses rhetorical devices to provide a strong logical and emotional appeal with authority appropriate to the times.