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Rhetorical Analysis Of Domestic Violence Ad

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Domestic violence ads tend to be mostly digital, and you can shy away from looking at them. Some people do not believe domestic violence is real, they think there is nothing to be afraid of or that the victim did something to deserve the abuse. The National Football League (NFL) ad for domestic violence shows how scary it can be for victims without showing what happened or what they look like. This domestic violence ad was created by the NFL and was “the first public service announcement ad aired on the network”, (Bates, K) employs effective techniques to allow viewers to understand that domestic violence is real and a scary reality for some. Dramatic conflict, hidden fear, and plain folk testimonies are ways to make viewers think on a deeper level. The domestic violence ad also features ethos (credibility), logos (logic), and pathos (emotion), to add to the effect of violence.
To summarize, the commercial starts with the ringing of a phone, the call is to 911. The woman on the other end is calling for a pizza. The 911 operator is confused and makes the clarification that this is an emergency line. She understands, but continues placing the order. The tone of the operator becomes one of agitation. He continues to ask if she has an emergency, then realizing she has someone in the area who is monitoring her, making her unable to speak up. Once the realization is made he helps her by sending officers to her location, she is not able to stay on the line and she hangs up. Throughout the phone call, there are no faces. The walls are painted with dull colors. There are books strewn across a disheveled rug, a leaky faucet running over a cascade of dirty dishes. Followed by a bed, and a fist-sized hole, the last visuals provided are of a staircase lined with photographs with one single frame missing, and the missing frame on the ground broken. Next, white words affront a black background, “When it’s hard to talk it’s up to us to listen.” Every color in the commercial is obscenely dull, nothing pops. It is on purpose, so the viewer only focuses on the big pictures: the broken picture frame, the hole, and the dirty dishes. In the meantime, you may be wondering, “Who is this ad geared towards?” The ad itself is voiced by

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