Rock Trust Advertisement

This advertisement sends a clear and powerful message with its simple illustration. At first glance, ones eyes are immediately drawn towards the brutal snapshot of a child being beaten in the form of a childhood trophy. The effect it simple, there are no distractions from the image the advertisers want us to see, the only other object in the advertisement is a nondescript cabinet. It’s the violence, the cruel stance of the older man, and the helpless position of the child that grabs the attention of the viewer.

The argument in the advertisement is that childhood violence is a problem that needs to be taken care of. By juxtaposing the image of brutality with the a small trophy that represents a memory of childhood, one that should be pure, the author gives the argument that too many children are being victimized by domestic violence. The small caption at the bottom with its request for a small donation, gives the argument that there is a way out. This image taps into a large audience, predominantly middle and upper class families. Mothers especially seem to be targeted, as emphasized by the emotional appeal.

Among the main tools that this advertisement implements in order to gain the attention of its audience is the use of pathos, the appeal to human emotion. The startling image immediately grabs the attention of the audience making them think of the brutality of child and domestic abuse. The advertisement also utilizes ethos in that it is conveying the fact that child abuse is unethical and that we should do something about it. However, the pathos appeal of it serves as the key attention grabbing aspect of the advertisement.

In this advertisement by Rock Trust, an organization devoted to the prevention of child abuse, the picture is the main focal point. However, the limited amount of text does work to enhance the effect on the advertisement’s audience. The phrase, “Some childhoods are more memorable than others” dominates the visible text and works with the picture to emotional stir its audience. The phrase alone does not necessarily convey anything about child abuse. However, in combination with the brutal picture, it works to define the emotional result the advertisement intends to invoke in its audience; a result that makes the reader aware of the atrocity of child abuse and sparks a desire to do something about it.