While there are many advertisements for raising awareness of eating disorders, domestic violence, and animal cruelty, seldom are there very many for child abuse. This advertisement, created by the ANAR Foundation, seeks to do just that: raise awareness of and help those suffering from child abuse. However, it does so in a rather ingenious fashion. By utilizing new imaging technology, this ad allows two different images to be seen on the same surface. For children who are possibly victims of abuse, the ad shows an image of a child’s face with bruises and a number to call if they are being abused and need help. However, for adults and possible abusers themselves who are most likely taller than the average ten-year-old, the ad displays an image of the same child’s face but without the bruises accompanied by a message that states, “Sometimes, child abuse is only visible to the child suffering it.”
The ad itself appeals very heavily to pathos through use of an image of a very innocent looking young boy who can be assumed is a victim of child abuse himself. Due to the general nature of abuse and violence especially on the innocent, there is also a very powerful appeal to ethos as well through a right versus wrong medium. The ad may also help adults who have never considered whether the way they treat their child to be abusive or not to think twice about how their actions may be perceived by others, including the child him or herself.
Overall, I found this advertisement to be very effective through its obvious appeals to pathos and ethos and its less obvious yet innovative dual message to victims of child abuse and the abusers themselves.
Link to video explaining the advertisement and how it works:
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