The initial shock of the image is very strong. I was totally blown away when the color was then shown in color. By just adding color, it brings the image to life (even more haunting than before).
It is also very interesting how imagery can strike a ten year old in just the same manner as it does for someone in their forties. This can help strike the mode of pathos and be able to communicate what your intended motive to people of all ages.
The first thing that struck me while reading this selection was how Benetton emphasized value on the individual versus the consumer. Not only the individual but the individuals morals. This can be done in logos. Being able to sway or effect someone by imagery or text is very powerful, especially when you target what a person feels strongly about.