DV Blog 4 UPDATE
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This ad appeals to emotion, logic and credibility (pathos, logos, ethos). Pathos is shown during the ad. The ad is trying to get the audience to feel anger for what the woman is going through, but also compassion for the woman in the ad. The ad uses vivid imagery by including her nose bleeding, and once it stops it comes back again. Which is showing that domestic violence is a 24/7 struggle from those suffering from it. Also shows her trying to cover up the bruises with makeup. But the more she covers them up the more they continue to pop up. The ad will evoke an emotional response from the audience, because after watching the ad, the audience will feel empathy for the woman and everyone else who is going through the same situation.
Logos is presented in the ad. The ad uses non verbal cues, but still shows solid explanations throughout the ad of why DV needs to be addressed. Cause and effect thinking is a logical appeal used in the ad. Because of the woman's abuser, she continues to get hurt and obtain these cuts and bruises. “It rarely stops” is the name of the ad and the only words presented in the ad. I think this short sentence can get you thinking more than a long list would. It rarely stops, which means that domestic violence rarely stops.
Ethos is also presented in the ad. The ad is trying to tap into values the audience holds, and in this situation, it is justice. Obtaining justice for all of the people going through domestic violence. The ad uses imagery to further prove their point. The ad can appear as credible because they show the audience what happens to many of those in abusive relationships. Which comes back to what the audience values, which is justice for those suffering from DV.
The ad focuses heavily on non-verbal cues. There is no talking in the ad (other than the song playing). Every time she seems to be “getting better” and healing from these bruises, she just gets more. I think the ad being non-verbal could be so if someone, going through DV, is watching the ad. Because there is no talking, if their abuser is nearby, they won't know the type of ad the victim is viewing. There is a song playing in the background. I think this song enhances the effectiveness of the ad because it portrays the emotions. It is a slow-paced song, and paired with piano notes. “Dreaming of mercy” is the last line of the song. Which means that this woman, and many others in the real world, have one dream. Mercy. Dreaming of compassion or forgiveness. You, as the viewer, feel compassion and sympathy for the woman in the ad. The color/tone of the ad is dark. It is kind of a blue-ish tint, but the overall color is darker tones. It enhances the ad by showing this is a dark and terrible situation for the woman. By the end of the ad she is covered in bruises and scars, and not just visible ones. Even though she will eventually heal from the physical pain and scars, the internal ones run just as deep. These non verbal elements reinforce the message by showing people the realness of DV. As sad as it is to think about, there are millions of people who go through this horrible situation everyday. It can be hard for people to leave their relationship (even if it is a bad one), because when someone has gone through this for so long they start to think they need to stay with their abuser. Or if they leave things will get worse. This is what the ad is trying to portray. That DV is a very real thing, and nothing someone should be ashamed of, and unfortunately a lot of people go through this. It is not their fault, and you are not alone.
Conclusion:
The overall persuasiveness of the ad was amazing. It got you into your emotions, into your feelings. Feeling so bad for the woman in the commercial, even though it is "just an ad". You feel so strongly for those that are really in this situation, and feel they can’t do anything to help themselves. It is short, but it gets to the point. Short and simple, but people understand the message the same as if it was longer. And if they ever see something that needs to be addressed, they can remember to reach out and call the hotline or report it.The ad includes the national DV hotline to hopefully reach out to those who need the help. The reason for the ad, to help those in need. Those suffering from DV. Maybe this ad could give them the extra push needed to get out and get help.
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