Through their depiction of an expressionless child consuming a beverage that can be assumed to contain a large quantity of sugar, the SugarScience website seeks to utilize science and an appeal to reason to explain that the consumption of excess sugar can have devastating effects which are listed on certain parts of the child’s body and range from diabetes to liver and heart disease. These maladies, harmful and long-lasting, attract the attention of the audience because they are deadly, and they are found in a child who should, under normal circumstances, be healthy.
This general outline is meant to provide more of an all-encompassing look of a child and not attach a particular identity to any individual in particular. By not assigning a particular identity to the child depicted, the creators of the advertisement seek to utilize pathos by allowing the audience to assign their own identity to the blank outline and evoke their own emotions regarding the negative impacts sugar can have on children.
The melancholic colors that compose the background of the advertisement present a gloomy setting which suggest that the effects of consuming sugar on a large scale can lead to equally miserable outcomes. The use of a dark blue color, which contrasts strongly with the light blue color that the child outlined in forces the reader’s eyes to be drawn to the outline of the child further forcing the reader to place himself or herself in the place of the child.