
Gun violence is a huge problem the United States faces. Gun violence is a highly controversial topic among politicians and citizens, that causes different parties of people to disagree with one another. This advertisement’s goal is to combat gun violence by bringing attention to American citizens about gun violence through evoking viewers’ emotions and force them to face the ridiculousness of the United States’ current gun laws. Everytown for Gun Safety Support Fund’s, an organization that conducts research about the causes of gun violence and then generates possible ways of reducing it, research found that in November 2019, 58% of American adults or someone they care for have experienced gun violence at least once in their life. Their research also found that three million American children witness gun violence every year. These statistics are saddening but they prove the need for change.
The organization, Moms Demand Change, wants this ad to persuade all Americans to think about the lack of regulations on guns and create a want for change. But the more specific target audience could be considered parents. The organization’s name says it all, a group of moms want a change to occur so they can feel safe to send their children to school and not have to worry about getting a devastating call about their child being a victim of a school shooting. They want their advertisement to appeal to other parents that share the same fears and frustrations, while also engaging other average Americans to take action and fight for the protection against guns as well.
The use of color, or lack thereof, is another way the advertisement elicits melancholy emotions and alarmed reactions. The lighting of the ad is dark, dull, and gloomy. Which creates a sad and dreary atmosphere, reinforcing the somberness of the affect gun violence can have and how horrifying it is that children have to face it. The use of specific colors, such as green and red, were intentional in making the viewers feel certain emotions and associate those emotions with specific objects and therefore made the advertisement very powerful.
Advertisements can be a very powerful tool in persuading and manipulating an audience into wanting to buy or do something. This advertisement is not attempting to sell anything, it’s goal is to bring awareness to a nationwide problem and create an incentive for change. It does so effectively with the use of techniques such as capturing a target audience, appealing to viewers’ emotions and empathy, providing a shocking fact that is appalling, as well as using specific colors and subjects. This advertisement is for something much larger than a sale at one of your favorite stores, it is a cry for change and push towards a safer society.
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