This billboard is an ad for LED lights. It uses logos appeal to show the audience that LED lights don't need as much energy. This appeals to the energy-savers and those wanting to go green, which is an ethos argument. It could also have some pathos, maybe showing people who waste energy what they could be using instead. This comparison could lead them to feel emotionally about what they could have or could use. The message is effective. People walking by can see the little amount of energy that is needed. It stands out not only with the brightness of the lights but also because the reindeer is larger than normal christmas lights and attracts attention because it is out of the normal range. This isn't a piece of art but simply an advertisement with the audience being the people in the city and electricity users. It's purpose is to get them to use LED lights and BChydro. The caption is really what brings the message home, although the bike-powered lights could speak for themselves. It does aspire to depict reality.
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