The viewers because there is one child
The advisement grabs theattention of the viewers because there is one child holding an assault weaponwhile another is holding an egg. The background is a classroom with the agendaon the board and on the side, is a behavior chart and posters on the wall belowthe chalkboard with the desk facing the front of the classroom, it is just yournormal classroom. The thing that your eyes can’t stop looking at is this hugeassault weapon being held by this little girl which makes this image take aturn into the conversation of gun control in the United States. The other childin the image is holding a Kinder egg which is banned in the United Statesbecause the FDA (Food and Drug Administration) felt as if that some kids wouldsallow the toy inside.
The words that you see in the Ad is that “ONE CHILD ISHOLDING SOMETHING THAT’S BEEN BANNED IN AMERICA TO PROTECT THEM.” “GUESS WHICH ONE”. The tagline that the ad is usingprovoke a thought in the viewers heads about the gun control conversation,which is the point if the ad. The subjects in the ad is two little kids; one boy andone girl and one is Asian, and one is Caucasian. This ad plays heavily onstereotypes because the Caucasian girl is holding the assault weapon becausethe majority of the mass shootings that in the United States are done bywhites. There are two other advisements done by Moms Demand Action, the otherimages are very similar because both the backgrounds take place in a school;one is in a gym class and the other is in a library.
In both of those images,the Caucasian child is holding the assault weapon and that plays a role in thestereotype about school shootings in America. The reason why only one race isholding the weapon is that other stereotypes, for example, if the AfricanAmerican child was holding the weapon the stereotype that black people areviolent would be very prevalent. In the ad that I am focusing on the twochildren have two different attitudes, the Asian child looks more innocent andit because he is holding a Kinder Egg versus the Caucasian holding the weapon,she looks eviler because of what she is holding. If they switched what they are holing theirattitudes would have changed.
The two objects in this Ad that the viewer should befocused on is the Kinder Egg and the assault weapon. The Kinder Egg tells thestory of innocence because it is something that can’t do any real harm to you.Even though the FDA says it can to little kids because of the toy hat is insidebut the packaging it comes in is too big to the sallow whole and it is bannedfor that reason to keep a child safe. Those are the only objects that are infocus because they are meant to grab your attention to the fact that an assaultweapon is legal because it is meant to protect kids, but a kinder egg is bannedbecause it can cause harm. The kinder egg is meant to represent the items inAmerica that are banned to protect kids and their safety, and the assaultweapon is meant to represent items in America that aren’t banned to protectkids, but it ends up doing more harm than protect them. The lighting in the picture is very dark to set the toneof what the ad is trying to portray. The background is dark which is meant toput more focus on the subjects and the objects they are holding. The subjectshave a spotlight on them to put the focus on them and not the backgrounds.
Thelighting works really well for the ad because it really sets the tone that isneeded for the discussion that comes with the topic. The colors in the ad arelike to be expected but something unexpected is the shirts that the subjectsare wearing because they bright compared to the background and it is supposedto bring more attention to the subjects and what they are holding. The focalpoints are mainly the huge assault weapon that the girl is holding and thekinder egg that the boy is holding and in the desk, there a single shoe andthat represents all the kids that have been killed in these shooting. Thatrepresents the killings because when the aftermath pictures come out there isalmost always shoes and other items just laying around.
The audience that this is intended to reach is parentsand lawmakers because those two groups are the main ones who can change theselaws about gun control. The parents are the main group that this is supposed toeffect because the parents would picture their own kids in those events thathave happened and ask for stricter gun control laws. The lawmakers are the oneswho can pass the stricter gun control laws do this is supposed to show them howcrazy it is the ban something that is not causing harm to kids but not to bansomething that has killed hundreds of kids.
It is very effective because itmakes the viewer think of the ridiculous things that are banned but things thatdo harm aren’t banned and the kids holding the gun makes you think of needingstricter gun laws.