Verbal Abuse Can be Just as Horrific. By: Lauren Blevins

Background Information Advertising Agency: Saatchi and Saatchi Singapore. An aware helpline for advice and support for those who have been verbally abused. Photographer: Teo Studios

What do you see first? I see the fist first the trauma cause by verbal abuse can be just as traumatic as that of physical abuse.

Who is the audience? The audience of this advertisement are people who are currently being verbally abused or have been in the past.

What is being juxtaposed? The fist coming out of the mans mouth is a perfect example of juxtaposition. It demonstrates the magnitude of the impact that verbal abuse can have on an individual both physically and emotionally.

Pathos The emotional appeal is increased because the person being abused is a woman. If the fist was coming out of a woman's mouth and pulling a mans hair the message the advertising agency is trying to communicate would be dramatically diminished .

Logos The logical appeal is created because when we first observe this picture we feel the need to help the woman; however, upon further examination we realize that abuse in general, but more specifically verbal abuse is not something that can be regulated or mandated by any one person, or organization.

Ethos This picture appeals to the audiences sense of ethics because it is not morally correct for anyone to be the subject of abuse; because of this we feel sympathy for the lady that is being abused because it goes against our moral values.

Sources Marc. “Osocio.” Saatchi & Saatchi Singapore. Saatchi & Saatchi Singapore, 2 June 2008.