Ethos: Orienting the Speaker

The speaker of this campaign is the Veterans Coalition for Vaccination which is a veteran organization to promote vaccination distribution within the United states. This could contribute to ethos since the name sound official and important, making viewers trust this campaign.

The intended audience for this campaign is female unvaccinated population in America to get vaccinated. This can be seen from the reference to the WWII campaign "Rosie the Riveter" which also shows a woman with a bandana and her arm flexed who promoted women to get into the workforce, similar to this campaign.

The purpose of this campaign is to promote vaccinations within the general public of America so that the US and this organization can advance from sicknesses. This can be seen by the use of the phrase "Don't wait, vaccinate".

The approach that this campaign takes is a call to action towards the people of the United States to get vaccinated. This can be seen through the reference to the WWII campaign "Rosie the Riveter" which also has the same approach and the campaign's symbolism of women in the workplace.