For my visual argument I chose an anti-smoking advertisement. This particular ad is part of a campaign that targets parents who smoke and the effects it has on their children and their self. According to Bitzer, the exigence in this ad is to make parents who smoke aware of the harm they are putting their children in. This answers the question “Why is this discourse needed?” Grant-Davie, however, goes into more detail about the exigence of an argument. First he asks what is the discourse about. The discourse in this ad is about the danger of smoking around children. Next, he asks why is the discourse needed, in this situation the discourse is needed to make parents aware that smoking around their children is dangerous and can lead to illnesses that can actually cut their life short. Finally, Grant-Davie asks what the discourse is trying to accomplish in the process of examining exigence. In this anti-smoking advertisement the discourse is ultimately trying to lessen the amount of smokers, especially those with children.
In this ad there are multiple rhetors. Rhetors are people real or imagines, responsible for the discourse and its authorial voice. In this ad campaign the rhetors may be the corporation that sponsored the making of the ad and similar ads, the advertising agency hired by that corporation that designed theadvertidement, the little girl modeling in the ad, a non-profit organization focused on smoking awareness, or many other things. All of these people act as a rhetorical team that is trying to reach their goal of reducing the amount of cigarette smokers in America.
Audience can be an array of different people. First and foremost the audience is parents who smoke. However, there are many other people that can achieve the rhetorical objectives. For example, if a friend or family member of a current smoker sees this ad they may pressure someone they know who smokes to quit.
