VISUAL RHETORICBy: Rachel Haynes

Background Info The Montana Meth Project is a meth prevention

program that was launched in the state of Montana in September 2005. The campaign was made to show the consequences and dangers of meth. The program was made to target teens and their parents. The Montana Meth Project wanted parents to talk to their teens about meth, peer pressure, and the dangers of using it. Since this campaign was launched, teen meth has declined 63% in Montana, 65% in Arizona, and 52% in Idaho. Currently eight states use this meth project. Those states include: Montana, Arizona, Idaho, Colorado, Georgia, Hawaii, Illinois, and Wyoming.

Who is the intended audience?

The intended audience is anyone who uses meth. Also, the campaign was made to target teens who may be pressured into doing meth by their peers.

What is the focus of the photo?

The focus in the photo is of the woman lying in the floor. Also, our attention is drawn to the blood and bruises on her body and face. It is made obvious that she has been beaten prior to the photograph being taken.

What does cropping the woman out of the photo do to the image’s meaning?

The image isn’t as personal now that the abused woman has been taken out of the image. When the woman is included, viewers see what people on meth are capable of doing to others.

How does the text play into the meaning of the photo?

The text on the left side is solid white and says, “My mom knows I would never hurt her.” On the ride side, however, the text is white with what appears to be blood, scrapes, and bruises. The text on the right side says, “Then she got in the way.” Both sides symbolize what the mom looked like before and after being abused by her kid, who is a meth user.

What is the ethical appeal? (Ethos)

The ethical appeal is the Montana Meth Project logo that says “Meth not even once.” This gives the source credibility.

What is the logical appeal? (Logos)

The logical appeal is that doing meth is wrong and can cause users to not only harm themselves, but also others. The meth itself does not harm others, but it can cause the users to be abusive towards people around them.

What is the emotional appeal? (Pathos)

The emotional appeal is that the viewers feel sympathy towards the woman that has been abused.

Bibliography Vinjamuri, David. "Montana Meth Project â Advertising ��

That Works | Thirdway Blog." Montana Meth Project â ��Advertising That Works. Montana Meth Project, Sept. 2005. Web. 5 Oct. 2012. <http://www.thirdwayblog.com/montana-meth-project/the-private- sector-can-learn-lessons-from-the-montana-meth-project.html>.

"Montana Meth Project." Montana Meth Project. Montana Project Foundation, 2012. Web. 5 Oct. 2012. <http://montana.methproject.org/index.php>.