Rhetorical Triangle

There are no elements in this HIV ad that appeal to logos because there is no statistical data, scientific facts, or case studies mentioned. Logos appeals to logical reasoning and this ad does not seem to be focusing on the facts of this disease. If this ad mentioned the number of men and women who are living with HIV it would appeal to logos because that would be statistical numbers to get a point across to audiences. Another example of logos that this ad could have utilized is a chart showing the progression of HIV in the population over the past ten years. Both of these examples would relate to logos because it uses factual data to present a scientific view of the disease. This method is most effective in magazines related to science fields or mathematical articles because the readers would respond most to the data presented. Ethos, however, is very prominent in this advertisement due to the fact that the pictured man is stating that he believes in the value of responsibility when dealing with HIV.

Ethos deals with the moral and ethical values of what is being advertised and mentioning the character trait responsibility creates a very moral picture in the minds of readers. It motivates readers to become responsible as well and become motivated to take care of their own health. This is a moral reaction because it effects reader’s ethical beliefs of HIV health. Pathos is used slightly in this ad by trying to draw the emotion of responsibility and obligation to protect others from HIV. Readers may feel strongly, or have strong emotions such as sadness or hope, toward this ad depending on how HIV has affected their lives. If someone affected by HIV reads this ad they could gain hope by knowing that they could keep their health condition in check and prevent it from spreading to their partner. It also could give HIV patients courage to speak out about their condition and receive help or even give non-HIV suffers the courage to ask their partner to get checked. These are examples of pathos because it brings out emotions, such as hope and courage, from audiences.

Ethos is defiantly the strongest appeal in this advertisement simply because it focuses on being responsible when handling this health complication. It presents the idea that the “in thing” to do is tell a partner when one is infected with HIV instead of being ashamed and keeping it a secret. By presenting this very open ad about HIV it will allow people to become more open as well. The whole message is to state that it is a person’s ethical duty to stop the spread of HIV by being responsible and telling a partner before becoming intimate. I believe this message is effective because it speaks to everyone with HIV and encourages them to do their part in the goal to end the spread of HIV.