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The use of imagery appeals to the audience's

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The advertisement utilises colour, wordplay via puns, as well as rhetorical questions to appeal to human sympathy towards the loss of lives of children.

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This advert

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Animal lovers who are against animal testing

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The

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Play on the word 'rather' with the use of colours -- cause readers to do a double take and realise its separated into "rat" and "her"

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A stark display of the real dilemna that faces medical research in the current day,
the piece is a justification for the use of animals in medicinal reseach as it forc1es opponenets of animal testing in medical research to face the real dilemma in developing medicines. Published by researchsaves.org, the piece employs clever word plays deliver its message in a symbolic yet humourous manner.

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It is to convince and garner support from people to support animal testing for further research

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Purpose :
Convince people to support animal testing for the sake of advances in medical research

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MP: Play on the word "rather" -- Rat and Her

Use of images: An ugly rat and an adorable child -- creates a visual difference, and affecting people's opinion on who to save.

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The advertisement effectively plays on people's morals in order to convince readers to support animal testing for the sake of medical research advances that can potentially save lives.

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Justifying animal research
using the rhetoric
evoking a biased response

Colour contrast
word play

Thesis: