Old Clothes Can Still Warm Many People
The Salvation Army made this ad to encourage people to donate their old clothing to those who cannot afford to buy brand new clothing each year. According to the U.S. Census Bureau, poverty was an issue for 14.5% of the population in 2013, and these are just some of the people who can greatly benefit from donations made to the Salvation Army this winter. The kairos for this ad to be seen is ideal, since fall and winter are approaching. Most people have fireplaces or another means of keeping warm in the winter. This ad shows the reality that some people only have their sweaters to keep them warm. This appeals to pathos, because it makes a person emotional and feel obligated to help others. The audience could be anyone online who is old enough to donate. Also, the visual argument was designed well. Using neutral colors for the floor and walls and adding a variety of color with the sweaters really places the emphasis on the sweaters themselves.
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