Th
roughout the history of this country, there have been battle waged in the media to promote issues over other issues. Regardless of the issue, the use of images to promote their side has been used to great effect. The battle for hearts and minds over the move to Prohibition in 1918 was one where both sides of the aisle worked feverishly to swing the popular support for their side. The Temperance Movement, led by individuals such as Billy Sunday and in favor of prohibition sold the idea to the American Nation that alcohol was evil and would lead us into damnation and often used ads such as this one to convince the populous that their cause was just and righteous. This ad is a great example of the coherence principle and uses the rhetorical appeals of ethos and pathos.
The author of the ad uses the ethos appeal by his use the image. The image of two small children is pointedly provoking both concern for and the need to protect these two small children. They are portrayed as clean cut, cute, wearing nice play clothes. The girl has her arm protectively wrapped around the younger boy and both children have fearful expression on their faces. The little boy clutches his ball protectively and leans into the comfort his sister is providing. The reader is instantly moved to do something that will help these children. The design of the poster, while minimalistic is powerful, the children are looking past the reader and the obvious fear that they are showing draws the reader’s protective parental instinct to protect. The little girl’s arm around her brother, pulling him close shows that even she sees the need to protect those younger than her. Yet, her biting her finger shows that she too feels vulnerable to the evil that is caused by liquor.
The wording is a simple call to action and is an appeal of pathos and logos. The author appeals to the belief that it is the duty of adults to protect the weak and vulnerable. The simple sentence of “for our sake…” strikes at the core of that belief. The wording is not redundant and the blue color contrasts well against the white background. Combined with the bold typeface of the VOTE NO, the message grabs your attention and balances the powerful image of the two fearful children.
The logos appeal is succinct and clear. The readers vote on September 11th will provide these children with protection and a future in a world without the evil influence of alcohol. The only logical option is for the reader to vote no.
The Temperance movement successfully used ads such as this to gain popular support and culminated with the passing of the 18th Amendment banning alcohol. Though the ads helped pass the amendment, the reality that resulted was closer to the doom and gloom predictions that the supporters of prohibition offered as reasoning for the ban and the 18th amendment was overturned in 1931.