Consistency theory

This ad shows inconsistency in ones mind.  The picture creates inconsistency because when you think of pouring pop, you expect to see that going into the glass. This makes you want to create consistency by not looking at the ad or reading more into the text at the bottom. 

Emotional Appeals

This add uses the emotional appeal in order to raise awarness about aids.  The ad does not have any information on it, but one may ask questions about it and with a little further research, they find that this picture was taken hours before this young man died of aids.  This picture is another way to raise awerness about aids without even using words.  Peoples emotions will be evoked by looking at this picture. 

Cognitive theory

This is an example of an ad which uses cognition.  The peripheral route is used here.  The message source credibility is high here because is shows an actual victim of drunk driving.  This image would stay in someones mind when it comes to making a decision about drinking and driving.