This visual text is an
advertisement for the Australian Red Cross aimed at promoting blood donation. Instead
of a money donation box, this one contains blood and reads in bold print,
“Money isn’t everything.” The idea presented through the image intends to get
people to donate blood by showing that they don’t need to spend money in order
to help a good cause.
When people see the same
things over and over again they get immune to them. Organizations need to continuously
come up with fresh approaches to get people’s attention. By putting a twist on
the concept of donating, the Australian Red Cross uses a donation box in a
different way to draw attention. The juxtaposition of a money donation box and
a blood donation box stands out to help promote blood donation. Today, money
donation boxes are less effective because they are everywhere and people cannot
always afford to be handing money out. In contrast, this advertisement explains
that people can save lives without spending any money.
It also stands out
because its effective use of the different modes of persuasion. Through the
writing on the box, the advertisement creates ethos, pathos, and logos. By
including “save up to three lives without spending a cent” it provides numbers
to support blood donation. It also adds an emotional aspect to the
advertisement by reminding the audience that life is precious and donating can
help save lives. The phrase “money isn’t everything” confronts the audience by
stating that donating is an ethical thing to do. Combining these important
rhetorical devices is effective towards getting people to donate blood.
Using the familiar image
of a clear donation box but in a different context, the advertisement stands
out and appeals to the audience in different ways. By looking at a different
way to bring attention to donating, more lives can be saved.
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