Domestic violence is one of the biggest issues worldwide. According to the Oxford dictionary, domestic violence is “violent or aggressive behavior within the home, typically involving the violent abuse of a spouse or partner.” In this ad created by the Salvation Army and its partnering organization called CareHaven, there is a woman covered in black and blue bruises, staring right at you, wearing the highly talked about social media dress. The ad appeals to people’s emotion and mind, while being credible.
By using ethos, pathos, and logos, this ad seeks to persuade its audience to pay attention and be aware of domestic violence. The ad uses logos by using a trending topic on social media. The dress the woman in the ad is wearing is a dress many people argue about on the news, in person, and on social media.
“The dress” debates what two colors the dress appeared to be. People either see black and blue or gold and white.
It was an illusion based on whatever lighting the picture of the dress was taken in. By using this famous dress, the creators of this ad use logic to have people stop and stare at this ad. It’s a trendy topic and trendy topics appeal to people. The ad also has a big statement on it saying, “why is it so hard to see black and blue.” The statement begins with a reference to the social media topic on colors. The dress the woman is wearing is clearly gold and white, but it uses the black and blue that many others see on other images of the dress to refer to the bruises.
That statement alone gets people thinking. They see that statement and refer right back to the image of the woman and connect the dots and with the statement alone is when pathos comes into play. This ad uses pathos in a big way. Using an image of a woman covered in bruises and looking helpless connects with people’s emotions. People who see this ad tend to feel sad and grief toward this woman. By going from a trendy topic to resonating with your feelings, the ad uses your emotion to really try and see what’s important in life. You stop and think of how dumb you are to be talking about this dress all the time when all these women are getting abused. It hits your heart and you stop to think about what’s really important in life. Your sadness causes you to ask “is the topic of this dress really what we need to be talking about, or should we be really talking about domestic violence?”
This ad uses ethos by simply being made by the Salvation Army. The Salvation Army is a well-known movement that helps people in all types of situations all around the world. It’s kind of like a smaller Red Cross. Many people know what the Salvation Army is about which is why people would be able to believe the message the ad is trying to send. It’s a credible organization. The ad uses two different statements to appeal more credible. The first is “one in six women are victims of abuse. That’s no illusion.” This not only gives you a fact, but it also refers back to the topic of the social media trend. The second statement the ad uses is “If you need help or are able to help, contact us on 021 638 5511.” This statement makes the ad a lot more credible by giving a phone number to those in need of help. It gives people who really connect with this ad a chance to save themselves and/or others. This really makes people take the ad more seriously.
The Salvation Army knows a lot on this issue and are great people to speak on it. The tone they give in the ad is a very serious one. The tone is making the ad seem like it’s an important one which it is. While using ethos, pathos, and logos, the ad sent out a message that isn’t talked about as often as it should be. By being made from a credible source and appealing to the audience’s emotions and intellect, the ad does its job of persuading the audience to open their eyes and speak up. It gives people the opportunity to speak up by listing a phone number to seek help. The ad is very effective. It’s one that should be used all over for people everywhere to see.
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