This tailored advertisement uses the rhetorical methodology of pathos to strike a chord. First and most obviously, the use of the constitution as imagery, particularly with the upward slant, is a reference to American optimism and the democratic way; in one motion, it acts as shorthand for the political process and also delivers an emotional response in the form of pride and nationalism.

The use of green and brown as the predominant colors speak to the naturalism inherent in a lifestyle of urban farming. I am appealing to the protective nature of chicken farmers by demanding that they step up to defend their chickens against the political obstacles they face.

By comparing the call-to-action of utilizing Citizens in Charge to a common behavior specific to chicken farmers, such as locking up the henhouse to keep out predators), I hope to help them realize that collective civic action is just as important to keep chickens safe as keeping out foxes and coyotes.   

When describing the organization itself, I was careful to expound upon shared values between them and the farmers, such as hard work, grassroots effort, protection of the family, and well-informed sustainable living.