Domestic Abuse: Super Bowl 50

Jake Magee

No More's Anit-Domestic Violence Ad

This ad shows how an abusive relationship can negatively affect someone's life. This ad utilizes the iMessage texting format that some younger women are using to communicate through. This ads target demographic is most likely younger women (age 20-30) who may be susceptible to domestic abuse. This PSA's target pyschographic is most likely a reformer. A reformer is typically younger and strives to be different. A reformer is also commonly associated with social justice, which is what this advertisement is trying to achieve. Because we can assume the target psychographic is reformers, we can assume that the intent of the ad is to appeal to reformers who fight for social justice.
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Propaganda Technique

This PSA mainly utilizes the Plain Folks propaganda technique. In the commercial, the two women not in the abusive relationship invite the woman in the relationship to their super bowl party. Of course, most everyone who has seen this ad saw it in the Super Bowl or at a Super Bowl party, so most people can relate to the situation.
Super Bowl 50: Domestic Violence PSA

Pathos and Ethos

This ad plays on people's ethical obligation to help protect people who are being abused. This ad also plays on people's emotions. This ad shows how tragic the lives of people being abused can be, and people are emotionally distraught when they see how hard it can be and they then try to help

Analysis

This PSA depicting a tragic scene of the lives of people who are in abusive relationships produced by No More, a non-profit organization against domestic violence, is intended to spread awareness among young people, namely women, who could know someone affected by domestic abuse. "Are you OK?" or "What's going on?" are both questions posed in the ad and common questions you should ask someone in an abusive relationship. The use of these questions is to make you feel both an ethical obligation to help people in abusive relationships and feel unhappy and disgusted about domestic violence. This ad also appeals to the reformer, or someone who fights to be different and also fights for social justice, which is a common psycho graphic among younger people, this ad's target demographic. Based on the information I've gathered from this ad, I would say this ad does a very effective job of getting it's point across to it's target demographic.

Citations

Millstein, Seth. "This Super Bowl 50 Domestic Violence Ad Sends A Message, But Comes Up Short." Bustle. Bustle, 7 Feb. 2016. Web. 9 Feb. 2016. <http://www.bustle.com/articles/140311-this-super-bowl-50-domestic-violence-ad-sends-a-message-but-comes-up-short>.