The purpose of this ad is to convince the reader that the pro-choice viewpoint is better than the pro-life viewpoint. It is aimed at people who are on the borderline between pro-life and pro-choice and people who are pro-life. We wanted to do this ad because there are so few pro-choice advertisements, but pro-life advertisements are all over. They are on billboards, on the Internet, in magazines, and in all the media. We want to make the point that there is still a choice in this matter.

The language and graphics in this ad are very important. We didn't want to create an ad that offended everyone, yet it had to be persuasive. We decided to use something that is important to the audience, which is education. This is why we decided to use a picture of a college student studying. Using this photo as the focus helps the audience to identify with the ad, so this creates a good persuasive point. The full-page picture of the woman implies that the ad is focused on the individual. The language is very straightforward. It isn't obnoxious or offensive to the reader. We chose terms that were softer and more acceptable so that the readers wouldn't feel like they were being bombarded with outrageous opinions. We put the verbal text at the bottom of the picture to take it out of the spotlight of the ad. We thought this would make the words less menacing to hostile readers. T

he audience for this ad is mainly younger women who are college students. One thing we had to consider was that our audience has already been shown by the pro-life ads that choosing to have an abortion is a shameful thing. They are already aware of the debate on abortion. They know that the choice is still there, but they feel that getting an abortion is something to be ashamed of. We want to make the point that it is not shameful; rather, it is an important choice they have. The ad points out to them that abortions can be helpful to a woman with an unplanned pregnancy. They should be aware of this because an unplanned pregnancy could happen to any woman.

The context of this ad is very important. We decided that this ad should be placed on a bulletin board at a college. That is the best place to reach the target audience. Also, we know that the reader would expect it to be an obnoxious ad because of the pro-life's bullying tactics in their presentations of their position in the abortion debate.

We chose to create an ad even though there was not a whole lot of time to make this it, and we are satisfied with the outcome. We had cameras, a computer and a scanner. These things made it possible for us to print a full-page picture with text. The reader has most likely seen the obnoxious pro-life ads. When the reader sees our ad, she may be expecting something pushy and obnoxious but will be surprised to find that the ad is neither. Because of this, she might be more willing to accept the pro-choice viewpoint and not just dismiss us a bunch of screaming radicals. The subject of abortion is a very controversial one, and many people have opinions already formed. The ad just calmly suggests that the right to choose an abortion can be very important to women.

The ad isn't really supported with any hard facts. Its main appeal is emotional. Using the example of a college student gives evidence that is relevant to readers. The ad is somewhat dramatic, but it does not bully the readers. The ad dramatizes a real, personal dilemma. The picture of the woman and the fact that the ad says her name puts the focus on the issue of individual choice.

This ad persuades people to agree with the claim that pro-choice is a better position than pro-life. In targeting college students we use both logical and emotional appeals to achieve the ultimate goal of looking at the abortion issue form the pro-choice stance.