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English 121-[section]

Date Paper is Submitted

                                        The Face of Innocence

        A mother of three kids is reading a magazine while her kids are playing together in the             Comment [MP1]: The introductory paragraph
                                                                                                            describes/summarizes the ad with specific,
                                                                                                            interesting details. It effectively engages the
playroom. She has just read an article about fun crafts to do on a rainy day and then comes to an           audience and “hooks” them into wanting to read the
                                                                                                            rest of the article. It is clear that everything after this
                                                                                                            introduction will be analyzing this ad described in
advertisement. Curly blonde hair draws her attention. Beaming blue eyes look up at her. An                  the introduction. Good for you!

innocent face smiles at her. She is instantly reminded of her own child. After she stops admiring

the child, her attention moves to the text. Her happiness from seeing the cute face changes when

she reads the line, “My name is Tyler, and in nine years I’ll be an alcoholic.” She cannot imagine          Comment [MP2]: You use correct punctuation
                                                                                                            around a quotation from the ad.

the sweet child she is looking at as an alcoholic. She draws the conclusion that when he went to

middle school he became depressed or started hanging out with the wrong people and that is why

he started drinking. Then she realizes that this advertisement is not focusing on the child but

rather his parents. His parents never talked to him about drinking, so he did not realize the

danger in it. Now instead of the innocent smile and blue eyes staring at her, guilt is all she sees.

        This ad is just one of three in the Ad Council’s new campaign in the prevention of                  Comment [MP3]: This paragraph’s analysis of
                                                                                                            the authors’ purpose and the ad’s layout is effective,
                                                                                                            clear, detailed.
underage drinking. While the Ad Council distributes the ads, it is the U.S. Department of Health

and Human Services that is the voice behind the ad. All three advertisements are similar in that

each features a young child who says he will become an alcoholic when he gets older. The little

boy’s face is the first focus of attention in this ad. Next to Tyler’s picture is his story, starting off

with, “I’ll start drinking in middle school…” and ending with, “my parents won’t even see it

coming.” Aside from the image of Tyler’s face and the text, the rest of the background is blurred,

and the bottom fourth of the page is dedicated to the organizations involved. The main point of

the advertisement, “Start talking before they start drinking,” is written in large capital letters

underneath the picture. In the bottom corners are the logos of the two sponsoring organizations:

The Ad Council and U.S. Department of Health and Human Services. All the factors for a great

ad seem to be present, but the major question is whether or not it is effective.

        Tyler looks very young; therefore, the target audience for the ad is parents of young             Comment [MP4]: This paragraph analyzes for
                                                                                                          specific audience. This topic is clearly established in
                                                                                                          the paragraph’s topic sentence and then developed.
children. Parents of kids around Tyler’s age will have the best connection with the ad because            The paragraph is unified; in other words, no
                                                                                                          unrelated information in included.

they can relate him to their children. Parents will appreciate the fact that young children also

need to be informed of the dangers of alcohol, which is the ad’s primary purpose. The U.S.

Department of Health and Human Services’ goal is to get the idea to talk to your children before

it is too late into parents’ heads.

        The arrangement of the Tyler ad, although very simple, is also engaging. The blurred              Comment [MP5]: Note that this paragraph’s
                                                                                                          topic sentence establishes the topic of the ad’s
                                                                                                          arrangement. All evidence cited in this paragraph
background can go deeper than what appears; it could represent Tyler’s life in a few years. He is         supports this topic sentence. The evidence is
                                                                                                          summarized accurately, but your interpretation
                                                                                                          gently influences the summary. You then explain the
drinking, and his parents don’t even know; his life is a mess or a big blur. The font used in the         significance of this summarized evidence: HOW it
                                                                                                          would affect the ad’s readers.

top part of the ad is also thought out. It looks like a child’s handwriting, which makes the tone

innocent. The font changes to more structured and bold lettering at the bottom of the ad. The font

change represents a shift from the innocent tone to a more serious and important one. The

distinction of the different tones shows that the ad does not just want to impress readers with

something cute, but they also want to make a difference.

        Aristotle developed three appeals that should be considered when analyzing an ad, or              Comment [MP6]: The topic sentence establishes
                                                                                                          that this section begins the analysis based on
                                                                                                          Aristotle’s appeals. The second sentence begins the
any piece of rhetoric. The first appeal, Pathos, is the appeal to emotion, values, and beliefs. The       analysis of pathos. The remainder of the paragraph
                                                                                                          consistently develops this topic.

face of the young boy immediately draws readers in. They want to know more about who he is,

or he reminds them of one of their own kids. The innocence of his face makes the audience feel a

connection with him. Instead of using a photograph of him when he is older and actually an

alcoholic, the ad reaches out to parents by showing them the sweet face of him as a child. Once

they read the words that go along with his picture, they are hooked. After the ad draws out

sadness, the next emotion used is guilt. Tyler says, “My parents won’t start talking to me about it

until high school. And by then, I’ll already be in some trouble.” When parents read this

statement, they worry that this will happen to their own children, and it will be all their fault.

Some feel guilty because their children are already in high school, and this ad just reminded

them that they never had this conversation with their kids. Ultimately by drawing out these

emotions in the parents, the ad is effectively making parents think about the issue the ad has


       The readers that are drawn into the advertisement by emotion and want to know more

will notice the website and toll free phone number towards the bottom of the ad. Ethos, the

appeal to the credibility of the speaker or writer, is Aristotle’s second appeal. The listing of extra

help options and the logos of the organizations show that the advertisement is credible. The font

used to list these extra help options is quite small. The use of smaller lettering shows that the ad

is not trying to pressure parents into using them, but rather it is for the parents’ own benefit.          Comment [MP7]: Oops. This section analyzes
                                                                                                           the font size. However, this section isn’t fully
                                                                                                           developed. HOW is the small lettering “for the
Also, the website is a government-sponsored website because it ends in “.gov.” This tag shows              parents’ own benefit”? How is small lettering “not
                                                                                                           trying to pressure parents”?

how credible the ad actually is. I believe the subtle way they present the extra options helps

parents feel reassurance in what could be a hard situation for them to handle.

       The most important part of the ad and what the U.S. Department of Health and Human

Services are trying to achieve is to encourage parents to talk to their children about underage            Comment [MP8]: Oops. Incorrect verb tense.
                                                                                                           Subject is “U.S. Dept,” which is singular. The verb
                                                                                                           should be “is trying to achieve.”
drinking. This falls under Aristotle’s third appeal, Logos, which is the appeal to reason. By

introducing the readers to a real character, Tyler, I believe parents feel connected to the ad.

Tyler’s character says, “My parents won’t even see it coming.” This statement, along with the

statistic, Kids who drink before age 15 are 5 times more likely to have alcohol problems when

they’re adults, are the two main points that I think influence parents to talk with their children. I

know that all the readers of the ad won’t be affected by Tyler’s story or by the statistic listed, but

even though some parents will not care, that does not take away from the effectiveness.

       Pathos, Ethos, and Logos all considered, the ad seems very effective. At first, one               Comment [MP9]: Section of rebuttal begins
                                                                                                         here. It acknowledges that the ad does have one
                                                                                                         potential weakness, at least at first. It then refutes
particular thing seemed to take away from the overall effectiveness. Tyler looks like he is only         this potential weakness.

around six years old. I don’t think many six-year-old children even know what alcohol is, so to

talk with them when they are so young doesn’t seem right. In all reality, a child is never too

young to know that underage drinking is bad for them.

       Aristotle said that when speakers and writers communicate they should draw on three

appeals: Pathos, Ethos, and Logos. In this advertisement all three appeals were used to create a         Comment [MP10]: You have already analyzed
                                                                                                         the ad’s use of the appeals. Introducing the three
                                                                                                         appeals here seems inappropriate, unnecessary.
powerful message to parents. This message, that parents should talk to their children about

drinking before it is too late, was effectively laid out for the readers. Now when the mother of         Comment [MP11]: In this conclusion, you
                                                                                                         return to how the audience will respond to the ad’s
                                                                                                         influence. The predicted influence is detailed,
the three children finishes looking at this ad, she wonders if this could happen to her children.        reasonable, and emotionally rewarding for the
                                                                                                         audience. Good work!

She goes into their playroom and watches them. She doesn’t think her sweet children could ever

become alcoholics, but the ad is in the back of her mind. Right then, she decides that she does

not have to wait for a rainy day to talk to them, but rather she can do it now. She walks into the

playroom and playfully asks them if they want to hear a story. They listen like she is telling them

an ordinary story but she knows that this talk could change their lives.

                                           Works Cited                                           Comment [MP12]: The author does document
                                                                                                 the one source cited in this piece; however, the
                                                                                                 sources URL is not included in the actual Works
Ad Council. “Underage Drinking Prevention: Tyler.” Ad April 2003. Web. 6 Sep.       Cited entry.


NOTE: If you want to see the “Tyler” ad as it originally appeared, click here:

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