Visual Rhetoric Argument- amongothers13
0:01-0:02- A woman is climbing up what looks to be a large pile of a substance we are unsure of. But, there are mountains of the same substance behind her as well. She is surrounded by this substance, and here she is seen trying to climb up the mountain. Mountains often symbolize an obstacle someone wants to overcome.
:0:03-0:05- We can now see that the mountain is made up of cigarettes, still fuming with smoke rising into the air. The woman is struggling to climb up, but she is progressing. This gives us an idea that maybe the woman has smoked before and now she is trying to overcome it.
0:06-0:10- It opens up with just a shot of the cigarettes themselves. We can infer there must be thousands of cigarettes in just one pile. As she tries to climb up her shoe kicks down lots of cigarettes. The clip ends with her hand trying to grasp a hold, but all she gets is a handful of cigarettes. She is struggling with climbing due to these cigarettes.
0:12-0:15- The woman’s face looks determined. She looks up, perhaps towards the top of the mountain. Maybe she is close to the top. She pushes herself up more and more with determination.
0:16-0:18- The woman can finally stand on top of the mountain. She did it! She turns her face to the camera.
0:19-0:21- The woman looks around at the view from on top of the mountain, and then looks at the camera and smiles. She has overcome the urge to smoke and has quit and is looking out on the life she can now live.
0:22-0:25- The camera zooms out gradually as the woman still stands on top, smiling. This shows just how massive of a mountain it really is, or, symbolically speaking, how big of an obstacle she just overcome.
0:26-0:30- A machine is on the screen used for lung scans. The woman can take a lung scan to ensure she is still healthy and not at risk for lung cancer, or she can get screened and realized because she smoked so many cigarettes it is too late to prevent cancer. Either way, this commercial promotes quitting smoking and to start getting lung scans.
Rowan Counterintuitive 