According to the Samusocial controversial ad campaign, “Plus on vit dans la rule, moins on de chance de s’en sortir” which translates into: “The longer you live in the streets, the less chance you have of getting out.” Samusocial is a worldwide humanitarian emergency service that provides aid to the homeless and individuals in social distress. (samusocial.com) This brilliant print ad is only one of a collection of three powerful ads, that mainly uses pathos and subtle hints of logos to generate awareness of the growing crisis of homelessness. The 2010 French ad campaign depicting homeless people sinking in the streets is a great analogy of the hopelessness of homelessness.
The pathos used in this ad is the most powerful tool that Artistic Director, Alexandra Offe (http://www.trendhunter.com/trends/samu-social-campaign)utilizes to capture her audience’s attention. For example, the dog, there is a man appearing to be near death, filthy, beer can in hand, no shoes and tattered socks, being sucked up by the streets; and our eyes move over the man, and fix upon the dog. How many of us even go as far as to say, “Aww, look at the poor dog”? I myself have been guilty of it. The hopelessness and the effects of homelessness are so severe that even his dog is experiencing the desperation. Anytime animals are shown in distress most humans feel saddened. This was a very effective mean to capture the audience’s attention and it is almost certain they will feel something. Another illustration of logos in this advertisement is the condition of this man; he is clearly disheveled, and it would probably be safe to assume that the items located behind him are all that he owns. He is filthy, gripping a beer can, and for goodness sake, sinking into the sidewalk; and you do not see a single hand reaching out to him to keep him from sinking deeper. This is what the hopelessness of homelessness looks like.
As I stated earlier, the... [continues]
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