Bateman's Genre and Multimodal Framework 

This is an advertisement from the website twistliquid.com that is targeting an underage audience to send out a PSA to stop vaping. The advertisement gives a real-life story of someone who is urging others to quit vaping. This is an example of the illocutionary theory. this means that it is urging or telling people to do something but nothing else comes from it. The genre of this is advertisement meant to be used as a PSA. This advertisement is meant to inform and persuade its audience. It is important to note that it is known that advertisements like these are being produced in a forceful type of way because of the vaping industry's lack of protection against minors and allegations of them marketing to underage youth. Ben Croteau is the storyteller of this advertisement.  The layout of this multimodal text is built to help draw the reader in a rapid manner. There is a graphic-like design in the middle of Ben Croteau the person who is telling the story. There is text on the left of the advertisement that is Ben Croteau's personal story on this topic. To the right of the visual graphic, there is an overarching message in bold letters sending out a PSA as well as text that are meant to make the consumer feel guilty or ashamed. The navigation structures is meant to draw the eyes to the photo and age that are in white. The use of bold letters brings the eyes more urgency to what is most important like his young age and to help people stop vaping. This is a good example of perlocutionary as the call to action to stop vaping.