3 Aware HelplineThis photo was taken along with three others by the Aware Helpline in Singapore to remind women that domestic violence includes verbal abuse. Under the advertisement it would say, “Verbal abuse can be just as horrific. But you don’t have to suffer in silence. Call the Aware Helpline for advice and support, Monday to Friday, from 3 pm to 9:30 pm, ” The Verbal Abuse campaign was developed at Saatchi & Saatchi Singapore by executive creative director Andy Greenaway, creative director Richard Copping, art directors Ronojoy Ghosh and Ng Pei Pei, copywriters Simon Jenkins and Andrew Petch. Photography was provided by Teo Studio, retouched by Kendrick Wong. Art buyer was Adrel Law.
4 Questions to consider? What is your initial reaction? What is the purpose?What is the tone/mood?Who/what is left out?Ethos, Logos, and Pathos?Who is the audience?
5 My ReactionMy reaction to this advertisement was shock, outrage, and sympathy. The woman isn’t actually getting hit by the man but it hurts just the same to be degraded by words. I feel for her and this powerful image brings verbal abuse into perspective and makes it more important.
6 The PurposeThe purpose of this advertisement is to inform the general public that verbal abuse is not alright or harmless and that you don’t have to live in an abusive environment. The Aware Hotline made these so that women could call for help and advice.
7 The Tone/MoodThe Tone of the advertisement is disapproving and intolerance. The Aware Hotline wants to eliminate verbal abuse.The Mood of the advertisement is upsetting and outraged. This powerful image invokes sympathy for the verbally abused woman.
8 Who/What is left out?The setting is left out so we could recognize that verbal abuse could be anywhere.The bodies of the man and woman are left out so that we are not distracted from the abusive attack.The reason the man is verbally abusing the woman is left out as well as the words he is actually saying. This broadens the range of words that could be considered abusive.
9 Ethos, Logos, and Pathos?Ethos is appealed to in the advertisement because abuse is amoral.Logos is shown in this advertisement because they give a hot line for the victim to call if they are being abused.Pathos is appealed to in this photo by making the image violent and by using the stereotype that women are more abused than men. The reality is that men can be verbally abused too.
10 AudienceThis advertisement is made for those who see, know of, or are abused. It is also made for the general public to bring awareness to verbal abuse.