Credibility and Ethics in Public Visuals

Because billboards are predominantly visual and designed to convey succinct messages for passers-by, they allow viewers to create a quick first impression. Even the most elaborate and thoughtful design choices can be immediately digested and evaluated, making the credibility (ethos) of the messenger and the message vulnerable to quick dismissal. This article analyzes an anti-drug design (see Figure 1) found on a billboard, from a multi-faceted rhetorical perspective.