Analysis: The Blood Box

Familiarity can cause people to stay in one state of being the entirety of their lives. It is a safety blanket that protects and holds back. Connecting to this human attribute in an ad has the potential to persuade the viewer quite effortlessly. The Australian Red Cross ad known as “The Blood Box”, utilizes logos and pathos with a common color scheme to draw the viewer’s attention and effectively present new issues with familiar items to persuade the individual to donate blood. The ad known as “The Blood Box” focuses on an unusual coin donation box. The background is of a slightly blurred waiting room with blue padded seats. A clean, white table is in the foreground with an unblurred coin box and a sign above. However, instead of coins and small bills, the slightly angled box contains realistically dark blood. Above in bold text reads: “Money Isn’t Everything”. The smaller word underneath contain a statistic of people that can be saved with blood instead of money. Also, it contains an phone
The bold words that catch the eye first read: “Money Isn’t Everything.” This common phrase that implies non-physical items are what a person should cherish brings comfort to countless individuals. Also, being familiar that phrase holds viewers with their own connection with the expression. However, this ad uses the words to claim what cannot be fabricated by scientist is important. It being in a statement form delivers the message as fact, giving additional ethos to the ad. The smaller words underneath say “up to three lives can be saved without a cent.” Many believe without money to give, they have nothing to give, but these words tell the readers they can give and they can help. As the ad is about donating blood, it argues money only donations are not nearly as effective without others giving of themselves, literally, to keep those that need care