Exigence: Children are being abused.
Purpose: To make people aware of how prevalent violence is, and to inform people on what to do if they suspect domestic violence.
Audience: The general public, especially anyone who is being abused or seeing abuse occur.
Context: This ad specifically states that in Germany, over 100,000 children are being abused, but with the power of the internet, everyone has access to this shocking picture.
Logos: The facts are stated that over 100,000 German children are abused yearly.
Ethos: The Child Health Foundation is a reputable organization aimed at protecting children from harm.
Pathos: The emotional appeal from this ad plays in through the allusion to Edvard Munch’s The Scream painting, which shows how horrifying child abuse is, especially when we see these marks on the body of a small, bony little girl who already looks as if she is frail. The ad brings pity for the child who is so abused and makes people think of the children that may be around them every day, and how they would feel to see these marks and scars on children they love when they can be prevented. No child’s injury or life is worth risking to protect someone else.
