There is a lot of effort and controversy in getting people the knowledge and skills needed to combat the battle with drug and alcohol addictions. The specific argument that this campaign supports, is the belief that drug abuse and addiction of any substance is an illness that is comparable to any other illness that needs to be treated or that already receives treatment. The argument not only supports the belief that an addiction is an illness, but for the continuing support to get the proper treatments for those people who are abusing substances.
In order to understand what the visual argument is trying to support, one needs to first understand the who the rhetor is. The rhetor in this instance is the Partnership for A Drug Free America. A rhetor is responsible for the discourse and its voice. This means that they are the ones who need to get a specific group of people, or their audience to follow and understand their argument. Carroll claims, “another part of the rhetorical context is audience, those who are the (intended or unintended) recipients of the rhetorical message. The audience should be able to respond to the exigence. In other words, the audience should be able to help address the problem” (49). The audiences that The Partnership for a Drug Free America I believe is targeting are two different groups. First, I believe they are targeting those people who believe that addicts should get the help that they need, instead of letting the addicts continue to abuse drugs and alcohol and continue to get worse. Then the second audience, are those people who believe that drug users should not get the help that they need by using tax payers money, and instead use their own money to get help. Carroll points out, “audience can determine the type of language used, the formality of the discourse, the medium or delivery of the rhetoric, and even the types of reasons used the make the rhetor’s argument” (49). Since there is a possibility that there is more than one audience the argument is targeting, the delivery has to cut across many different beliefs and values. The rhetor wants the audience after “reading” this argument to feel that those who are addicted to drugs or alcohol to deserve the treatment that they need in order to overcome their illness and get better.
Another goals of the rhetor, is the exigence or an obstacle that the rhetor is trying to overcome. “Exigence is the circumstance or condition that invites a response,” Carrol states ““you can begin to understand a piece’s exigence by asking, “What is this rhetoric responding to?” “What might have happened to make the rhetor respond in this way”” (48-49). For example, in this anti-drug campaign for The Partnership for a Drug Free America, the problem, or exigence that the campaign is trying to eliminate, is the usage of drugs and alcohol. Carroll acknowledges, “understanding the exigence is important because it helps you begin to discover the purpose of the rhetoric. It helps you understand what the discourse is trying to accomplish”(49). The purpose of the campaign is also letting the audience know that addictions are illnesses, and those people who have addictions to drugs and alcohol need to get proper care in order to overcome the illness. This to the rhetor, is just like someone who has a brain tumor.
The final goal of the rhetor, is the beliefs and attitudes, or the constraints of the argument.
Carroll implies ““constraints have a lot to do with how the rhetoric is presented. Constraints can be “beliefs, attitudes, documents, facts, traditions, images, interests, motives,” constraints limit the way the discourse is delivered or communicated”” (49). The constraint of this rhetorical situation is that there are people who do not believe that being addicted to drugs or alcohol is a problem, and that those who are addicted can easily stop using the substance that they are addicted to. These people believe that they should not have to use their hard earned money to help fund programs for those people who are already addicted, or even help fund alcohol and drug prevention programs. These people also believe that the addicts should use their own money to get the help that they need. This campaign delivers the message to the people who do not believe that addicts should get help, by using a disease that causes a lot of damage to the person who is diagnosed with it and the pain that it causes their families. This is hard hitting, because many people know others who have had cancer who have had to struggle with the pain that this disease causes. This campaign tries to connect these emotions people feel about cancer to others who know the pain addiction has caused themselves, as well as their families.
The rhetor uses the three artistic appeals, logos, pathos, and ethos to get a reaction out of the audience and to try and get their message across. Carroll states, “logos is commonly defined as argument from reason, and it usually appeals to an audience’s intellectual side”(52). We can see logos being used in this anti-drug campaign, because it appeals to the scientific aspect that we already know after many experiments, that drugs and alcohol are harmful to the body and can cause many problems. Pathos deals with emotion, and according to Carroll, “appeals (as rhetoric that draws on pathos is called) used alone without logos and ethos can come across as emotionally manipulative or overly sentimental, but are very powerful when used in conjunction with the other two appeals”(52). The emotional aspect of this campaign is using having a brain tumor would be better than being addicted to drugs, because then the person who has a tumor could get the help that they need. People feel sad or guilty when someone is sick, but they do not feel the same way when someone is addicted to drugs, because those people who are addicts brought the addiction upon themselves.
Finally, Carroll refers to ethos as the
credibility of the rhetor—which can be a person or an organization. A rhetor can develop credibility in many ways. The tone of the writing and whether that tone is appropriate for the context helps build a writer’s ethos, as does the accuracy of the information or the visual presentation of the rhetoric (54).
The Partnership for a Drug Free America is a credible source, because they are a group of professional scientists and communication professionals who devote their time to helping parents prevent, intervene, or find treatment for their children who are suffering from abusing drugs or alcohol.
After reading Backpack vs. Briefcase and analyzing this visual argument, I believe that this piece is very effective in communicating that drug and alcohol addictions should be treated like any other disease. I believe that this is effective, because it targets something that most people have had to deal with, which is knowing someone who has had cancer, or targeting someone who has had cancer themselves. This targets our emotions and wanting to take a deeper look into things that we do not necessarily think about every day, because these things typically do not affect us.

