Tow #6: "Asphaltisation" - visual text

In this powerful advertisement, titled "Asphaltisation", SAMU social displays the biggest struggle that homeless people face, trying to get off of the streets, in a very literal way. This French humanitarian emergency service company is active in cities all over France and the rest of the world, providing care and supplies to homeless people or those who are in "social distress". Through this advertisement, they address those who may be at risk of becoming homeless and those who have the potential to help people who are in living on the streets. SAMU social appeals to pathos and dark coloring in an attempt to illustrate the severity and the struggles of living life on the streets and to inspire people to lend help to these less fortunate people. Pictured in the ad are an old man and a dog, both embedded in the cement of a sidewalk, looking very depressed and tired. In the corner, it says in French, " The longer you live on the streets, the harder it is to get off it.", thus explaining why they are pictured, enveloped in the concrete. Both elderly people and dogs are groups that people tend to feel emotional towards and to see them struggling is very sad to look at. The elderly man is not wearing proper shoes and appears to be struggling to keep his eyes open. The image of them sinking into the soil is very powerful and quickly grasps people's attention. This strategic use of pathos is an attempt to evoke sympathy in those who see the ad and it makes them want to help the unfortunate man and dog. They also use very dark colors, giving the advertisement a gloomy and dark vibe. Both of these strategies used in the ad help SAMU social's attempt to achieve their purpose, by grasping the attention of their audience and by giving the entire ad a sad feeling. I think that the service company definitely achieved their purpose. When I saw this ad, I immediately felt bad for both the man and the dog and I wanted to help them, no matter what. In Asphaltisation, SAMU social effectively depicts a major struggle of the homeless and inspires people to lend help to those on the streets.