0:01: The ad starts with an old fashion cartoon. The cartoon has washed colors to it. There are not a ton of rich and bright colors. The cartoon shows a middle aged man conducting a train that is carrying wood.

0:02-0:06: The camera zooms out to a little kid laying on his stomach watching the cartoon. He is in the living room of a decent sized house it looks like from the inside. The little boy is wearing pajamas and is enjoying the cartoon on the television. As this is all happening his dad walks up to him and starts tickling the kid on the floor and they both start laughing. There is a Saturday morning feel to the start of the ad. It seems like it is nice out as there is sun shining through the windows. It is also probably warm outside. The father and son have a lighting happiness. 

0:07-0:09: The dad stops tickling the little boy and leaves the frame. There is now a shot of the little boy laying on his back looking at the ceiling. The sun is coming through the door and windows. It is shining on him. The little boy has a smile on his face and looks like he was excited to see his dad.

0:10-0:13:The camera then cuts to the dad walking into the kitchen. The kitchen top has two bowls stacked and an empty glass that looks like something they ate earlier. Or they could be getting ready to eat.

0:14-0:18: The camera shows the dad about to wash his hands. This can imply that he is washing and about to start making lunch or dinner. He is also in the kitchen which also means that he could be starting to make food for him and his son. It then cuts to the son who is now standing up and looking at his dad. There is a medium close up of the little boy to express that he is going to say something important. The boy then says something to his dad who finished washing his hands.

0:19-0:26: The screen then goes blank and two sentences pop up on the screen one by one. The first one says, “8 kids a day are accidentally killed or injured by FAMILY FIRE.” The second sentence states, “FAMILY FIRE is a shooting involving an improperly stored gun.” 

The rhetorical element that is mainly used here is pathos because it tries to use your feelings to persuade the viewer to make sure you stored your gun in an area where kids can not access it. The ad tries and shows how happy and warm everything can be going and in a snap of the fingers it can go wrong. The ad is a bit misleading up until the final seconds of it. This is because you do not get a ton of context of what the main idea of the ad is. After breaking the ad down without sound, I went back and listened to it with sound. It definitely helps you understand the context a bit more.