Essay About Background Of A Classroom And Series Of Visual Ads

Mscm 830 – Moms Demand Action
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MSCM 830- Reflection Paper
MOMS DEMAND ACTION
Moms Demand Action is a series of visual ads. At the first glance, this ad creates a
sense of uneasiness for the audience as it shows a child holding an assault weapon.
This ad grabs the attention of the viewer right away. In my opinion, although this ad is
directed towards anyone and everyone who carry guns, it gets a very high amount of
attention from parents with kids of similar age. This ad is also targeted for those familiar
with the devastating shooting at Sandy Hook Elementary.
The ad has the pictures of two kids standing next to each other, holding different objects
in their hands. One of them is holding an assault weapon whereas the other one is
holding a pack of “kinder chocolate eggs”. Children are shown to have innocent and sad
faces, which automatically raises some questions in mind. Why are the children sad?
Why is one holding a chocolate egg? Why is the other holding an assault weapon the
size of her? These initial aspects of the image first draw the viewer’s attention to the
advertisement. This invokes an alerting response and draws attention towards
something being wrong with the picture. The human brain’s perception of this ad
deprives it of its comfort level and creates a limited fight or flight response. This ad
makes good use of Pathos as it uses children to connect with the audience giving them
a knock on the emotional side. The second glimpse draws attention to the big MOMS
DEMAND ACTION logo in the corner signifying more attachment to parents esp. moms.
This also reflects the seriousness of the issue and the determination that moms have
when it comes to security for their kids. This ad creates a mental unrest till the person
reads the text which says “One Child Is Holding Something That’s Been Banned In
America To Protect Them” and in red letters, “Guess Which One”….this statement
completely spikes the curiosity and increases uneasiness to another level. The
background of a classroom is kept gloomy to contrast with the message in the white
bold letters but visible enough to incite a concern among those familiar with the shooting
incident and/or have kids in school. The specific use of red color on the logo’s dot, the
message “choose one” and the boy’s red t-shirt also gives an association with the
blood. The only action one does now is to engage more and look deeply and it is
possible that people will answer it to be the weapon. Working down through the ad the
audience can see the other text at the bottom, which states something like this “We
won’t sell kinder chocolate eggs in the interest of child safety. Why not assault
weapons”. This statement really gets the mind completely engaged and the thought
process to start on the issue. It affects on the “Logos” component and jogs up our sense
of logic by providing a visual comparison of the object to assault weapons, making this
atrocity more apparent. The contrast of banning chocolates for child safety and not
guns clearly raises more than a few questions in mind. Some may even perceive the
picture to display the easy accessibility that kids may have for