This is a poster advertisement on the side of a building in England. The advertisement is for a travel company called Kuoni. The picture is of a beautiful tropic setting with palm trees and beaches. Notice that the weather of the place where the advertisement was set is cold and snowy.

Argument: You should go some place tropical and warm, and escape from the cold and snowy winter...Kuoni travel company can get you there.

Target Audience: English people that can afford to leave on a vacation, and that are sick of the cold winter.

How is the Argument made?

Ethos: Kuoni is a fairly well-known travel company in that region. They have a good name, and their logo is placed on the advertisement. The advertisement could perhaps be using the credibility of the area that they placed it, and the building that they put it on.

Pathos: The painting is brightly colored and very large. It seems to be as if you are looking through a large window into a paradise. Perhaps this makes people to see this sort of trip/place as a real possibility. Having the picture so large and colorful really contrasts with the scenery of England. The street is cold and snowy and gray....kind of boring and miserable looking in comparison with the exotic, warm place on the picture. The placement as well as the window-like effect of the advertisement would be really effective for a cold, winter-sick audience.

Logos: The picture/advertisement seems to be making the logical argument that if you are there (where it is snowy and cold and miserable) it only makes sense that you go somewhere nice and warm where you will be more comfortable. It is logical for someone to seek what will make them happy or comfortable, and the ad is definitely showing a possibility for this.

Is it effective?

S-the picture is pretty effective, so the argument seems pretty sufficient, especially when all of the company information is also provided on the ad.

T-Seems to be quite a typical argument. It is natural for people to want to take vacations during the slimy winter months.

A-accurate, but does not mention anything about the cost of travel, or the hassles involved. Also, it is a painting, and not an actual beach represented. It might not be accurate that there is a beach that looks as ideal as that one looks.

R- Overall the argument seems quite relevant. People are always thinking about escaping to some place tropical for the winter, so during these months especially, it is quite relevant to everyone.