Rhetorical Analysis Essay

Mu En (Samuel) Pan
March 15th, 2015
Dr. Brock Macleod
An advertisement by KMD Make time for your kids while theyre still kids
basically says kids are a part of life that gives people happiness. KMD is a job
company that offers interesting IT-career in a human environment where
everyone knows the value of a good balance between work and private life.
This advertisement is meant to show parents and adults the true meaning of
what it means to value each ones families. Work is important but without a
family there would be no point of work. The innocence and childish behavior
they give provide a cute and positive note to people around them. This
rhetorical analysis will give a deep understanding of the relationship between
parents and children and the advice that would be given to parents to advise
them on how much attention should be given to kids.
The image itself already projects a very diminishing and depressing
atmosphere due to the dull somber colors used in this picture with the water on
the ground suggesting a rainy day which in turn suggests negative thoughts.
This advertisement is meant to teach a lesson by making parents, feel guilt,
remorse and some hope. There is one color in this whole picture that stands
out and is the first thing that is noticed in this advertisement is the bright blue
jeans. As this bright color stands out of the dreary color scheme. This
establishes a focal point for the image the teenager in the baby carriage. This
denotes a form of fear in parents as they will think that their kids will be all
grown up very soon. One of the most powerful emotions is fear. Fear inspires
action, and this fear that strikes parents from seeing this picture makes them
reconsider the time that they actually spend on their kids.
The slogan in the bottom left of the sign says Make time for your kids while
theyre still kids. Society today simply suggests: Work more and receive more
money. The concept of work-a-holics in todays society means that that
persons work is their top priority. These people tend to feel guilty for not
dedicated their time towards their own families and these are the group of
people that will be most affected by this advertisement. Time waits for no
one, this quote is effective in this case. Basically the teenager in the carriage
suggests that the mother has not made enough time for her kid(s) when they

Rhetorical Analysis Essay

Mu En (Samuel) Pan
March 15th, 2015
Dr. Brock Macleod
were actually younger and the quote comes into play to teach a lesson to
younger parents or future parents that it is crucial that time is taken advantage
of. Priorities need to be set on family or else in the future these kids will not see
the value in themselves from the parents.
This KMD advertisement is effective because it uses the three rhetorical
techniques (pathos, ethos, logos) to grasp the audiences attention. There is a
dominant appeal to pathos as there is an immense amount of emotional appeal
throughout the ad. However without ethos and logos the advertisement will not
be as effective. First the ad gives the impression to parents that they arent
spending enough time with their children, and not only that but it also reaches
out and connects with potential employees. It has an appeal to ethos due to
the well-developed advertisement with the dull colors and environment with
the bright blue jeans which causes the mood to be somewhat negative. Lastly a
firm appeal to logos is prominent as well because the entire structure of the
advertisement gives a logical proof. In one sense it proves by basing it off of
todays work-a-holics and in another sense it is effective because people who
look at the poster do to some extent stop and think about it. This proves that
people find it logical that they will ponder about it.
It is fascinating how people can get swayed easily by these kind of
advertisements. Simple combinations of colors and choices for central views
manipulate how peoples eyes get drawn towards. Then certain quotes such as
this ad combine with these visual representations and strike the hearts of the
targeted audience (in this case parents) and cause emotional consideration and
reflections on their own lives.
Word Count: 706