Visual Analysis of Hospice Patients Alliance Ad
Hospice Patients Alliance created this ad to make people aware about the medical killings that are happening in the United States to the physically and mentally ill, including the elderly, and to let people know that their organization is against euthanasia. Hospice is originally an institution that cares for the terminally ill and helps them cope with their agony, by providing them with medication. This organization wants others to know that not all hospice groups are going against the rules by killing a patient due to their suffering, and want to stop the hospice institutes that are committing the crime of taking the lives of others. Hospice Patients Alliance is able to use effective pathos, ethos, and logos in their ad to express their beliefs on euthanasia. The rhetorical techniques are effective since an unforgettable event in history is being portrayed in this ad, which is the Holocaust.
Pathos in Ad
Pathos is the most effective technique in the ad since the focal point is the Holocaust, because the railroad tracks have a directional force leading towards the building. The ad has an effective emotional appeal since euthanasia is being compared to the Holocaust, which was an event that caused many people to lose their lives, who were different and people who were mentally and physically disabled. Even though euthanasia isn’t exactly the Holocaust, it’s considered “The Invisible Holocaust,” stated by the pictures title signifying that people are oblivious to the deaths that are being caused to end the suffering that the terminally ill and the elderly are going through. The railroad tracks symbolize the path that the ill and elderly are being dragged down through euthanasia, representing that their final destination is involuntary death. The color of the ad is depressing, by using a monochromatic color scheme of various shades of gray. Emotion is also expressed by comparing the hospice employees taking the lives of the ill, to the Nazi’s who took the lives of others. Suffering is a strong emotion expressed, since many died painful and inexplicable deaths during this time. There is so much sorrow portrayed in this ad since many lives were taken away at the holocaust, and many lives are now being taken away by the hands of medical professionals.
Ethos in Ad
Ethos is present by having the ad created by Hospice Patients Alliance, which is an organization that wants to stop involuntary euthanasia and regain the trust from their patients and family members of patients. The President of Hospice Patients Alliance, Ron Panzer, designed the picture of the ad with the help of artist Vickie Travis. They present their own beliefs in this ad by stating in the picture that euthanasia is just like the Holocaust, since innocent lives are being taken away without permission. They want to stop other hospice groups who aren’t following their true mission, and are betraying their work ethics by taking a person’s life without their consent. Hospice believes that a patient needs to die at their rightful time and not have their death hastened by their employees.
Logos in Ad
There is logos portrayed in this ad since a historical event is portrayed that has affected many lives. The event deals with unwanted death, just like involuntary euthanasia where patients’ lives are forcefully taken away. It may not compare to the torture people went through in the holocaust, but it’s still relevant to the struggle others are going through with involuntary euthanasia. Both of these victims fought to survive and to continue on with their lives, but their lives were still taken away from them. The simple yet blunt outlook of the ad makes the construction well organized, because the issue is easily stated in the picture. The phrase “Hospice of the Rosy Death” that is written on the building is also a logical statement which refers to the bubonic plague, a plague that took a lot of lives just like the hospice employees have been doing. Though the representation of the bubonic plague is incorporated in the ad, the main symbolism is the holocaust.
The main audience members for the ad are the terminally ill and elderly, because Hospice wants to be able to care for these patients and regain their trust. Family members of the patients are also the audience because they want to make sure their loved ones are going to be safe in the hands of these professionals. Viewers of this ad also include Hospice institutions, but those who have performed euthanasia may take this ad as an insult since their actions are being compared to what the Nazis did to the Jewish, mentally and physically disabled, and others who were different. This ad is also focused towards Internet users to inform them on one of the issues the elderly and terminally ill are facing.
Conclusion
The hospice association is trying to get their message across, that they are not here to take lives, but to help the terminally ill enjoy the rest of the time that’s left in their life. They are not for voluntary or involuntary euthanasia, and are against any of their fellow hospices that are. Through the use of the holocaust their message is put into motion stating the question “Is euthanasia any different, from the Holocaust?” in which case it gives the ad substance using a factual event in the past that many know about. Through the use of this imagery the ad has the power to change a person’s point of view on the subject of euthanasia. Though it may not be relatable to many since they themselves or their family haven’t been impacted by the events of the holocaust, it does grasp some of the essence of that time and that helps people relate, through what they have read about it or heard about it. This ad is able to bring to life the issue of involuntary euthanasia, and the cruel nature of taking someone’s life.
