Mscm 830 - Moms Demand Action

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guns these days as

compared to kinder chocolates. Even this perception can raise an equal concern for

the safety of kids.

On the sensitive aspect, the picture instantly gives off the vibe of seriousness and

helplessness portrayed on those kids’ faces. This also invokes the “Pathos” component

through connecting with the audience on a sensitive and emotional level. Those faces

speak of having no idea of what having and not having the two objects is. Only their sad

faces are highlighted drawing our attention to the unbalanced thing happening. We see

chocolates and feel happiness and our perception for guns is almost always with pain

but we ban chocolates and not guns.

This ad does a very good job in provoking a few responses starting from emotional to

mental and may be physical in some cases but most of it works on the contrasting and

absurd logic that we as a community are following. As this ad engages our executive

processing area and through visual processing ends up in the episodic buffer state

where it has higher chances of getting into long-term memory. These images are then

more likely to be remembered and if not can even be triggered by any condition

involving kids and guns. Despite the target audience, anyone who is sensitive to the

issue will have a long-term effect of the ad.

There is also another aspect of the response; the target audience will feel the imbalance

but will also be concerned as to how their kids, who do not have the reasoning ability

yet, are going to perceive this picture. It might even adversely affect the cause and the

message. The kids may not think about the hidden message and plainly imitate the

picture widely available.

Shannon Watts for Gun Sense in America launched moms Demand Action’s “Choose

One” ad campaign on December 15, 2012. On December 14, 2012, a man fatally shot

twenty children and six adults causing the deadliest mass shootings at an elementary

school. The organization was created for making an effort in finding a common-sense

solution to decrease the epidemic of gun violence.