l appeals (appeals to pathos) are powerful tools for influencing
what people think and believe. We all make decisionseven including
the most important onesbased on our feelings. Thats what the Food
and Drug Administration hoped to capitalize on when it introduced nine
new warning labels for cigarettes, one of which you see above. One look
at the stained, rotting teeth and the lip sore may arouse emotions of fear
strong enough to convince people not to smoke.
Editorial cartoonist for Newsday Walt Handelsman borrows the emotional strategy of cigarette warning labels to stir up opposition to continuing conflict in Afghanistan. His imaginary package (shown above) evokes
fear through an iconic image (Death with his sickle) and stirs political
anger via an explicit alert: Prolonged war with no clear objective is harmful to the nations health! Yet such labels lead Bob Dorigo Jones, an opponent of lawsuit abuse, in an entirely different direction, publishing a book
entitled Remove Child before Folding: The 101 Stupidest, Silliest, and Wackiest
Warning Labels Ever. His intention is to make us laugh and thereby, perhaps,
to question or even doubt the effectiveness of such scary warnings.
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