PEACE CORPS IN THE 21 ST CENTURY: A RHETORICAL ANALYSIS

53Figure 2.4 Figure 2.5The organization realizes that a life of regrets is a tragic thought for many Americans.They are aware that no individuals want to wake up knowing that they missed anopportunity, especially a noble opportunity such as helping underdeveloped countriesabroad. This billboard campaign can be read by multiple audiences with differentinterpretations. This campaign is particularly effective on both younger and older people.Youth do not want to regret not joining the Peace Corps when they are older. The oldergenerations have already missed an opportunity in their youth to make a difference, andnow the billboards says it is never too late.The billboard ads also use visual elements to entice viewers. As shown in figure2.4, the Peace Corps logo is inserted on top of a dirt road leading into a beautiful greenspace, and in figure 2.5, the logo is backlit with the rays of the sun setting on a pink skyover the ocean. These serene images remind the viewers that the Peace Corps will sendvolunteers to an exotic, inviting location. Today’s PSA campaign is invested indisplaying the beauty of the exotic “other.” 107The entire billboard ad campaign focuseson an immediate reaction. They are simple in text, color, and design and comprehendedquickly as they are meant to be.