Women's Aid Advertisement Analysis

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Recognition of Domestic Violence In 2015, Women’s Aid released a campaign ad about the topic of domestic violence. Located in England, the foundation works to raise awareness for an end domestic violence in both women and children. They paired up with WCRS agency, a marketing company, to create a digital billboard that uses facial recognition to make the ad interactive, which is a main feature of the campaign video. The video outlines the strategy set up by the billboard, highlighting the innovative feature of facial recognition. Once the system detects someone looking at the billboard, the injuries on the woman’s face will begin to disappear. This is a unique way to advertise, but proves to be an effective strategy. Along with the facial recognition, there is also a system in place that detects once someone is in range and sends a text message to their phone, encouraging them to donate to the campaign. The Women’s Aid “Look at Me” campaign ad utilizes the rhetorical appeals of ethos, logos, pathos, and kairos as well as the rhetorical fallacy of scare tactics to argue against domestic violence.
First, the Women’s Aid
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This ad comes at a time when domestic violence is a prevalent issue. Many cases of domestic violence have arisen in the United States recently. For example, the infamous Ray Rice domestic abuse case received a large amount of media attention last year ("Judge Dismisses Domestic Violence Charges against Ray Rice”). Another NFL player, Greg Hardy, was also involved in a domestic assault case in 2014. ("Greg Hardy Found Guilty of Assault”). These two incidents raised an abundance of awareness for domestic violence in the United States. This Women’s Aid ad arrives at an appropriate time when it is important to raise awareness for domestic violence. This argument is immediately applicable to situations of domestic abuse taking place in the United States, making it

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