Verbal Abuse Can Verbal Abuse Can be Just as be Just as Horrific.Horrific.

By: Lauren BlevinsBy: Lauren Blevins

Advertising Agency: Saatchi and Advertising Agency: Saatchi and Saatchi Singapore. Saatchi Singapore.

An aware helpline for advice and An aware helpline for advice and support for those who have been support for those who have been verbally abused. verbally abused.

Photographer: Teo StudiosPhotographer: Teo Studios

Background InformationBackground Information

What do you see first?What do you see first?

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

Who is the audience?Who is the audience?

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

What is being What is being juxtaposed? juxtaposed?

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

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

Pathos Pathos

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

Logos Logos

Ethos Ethos This picture This picture

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

Sources Sources

Marc. “Osocio.” Marc. “Osocio.” Saatchi & Saatchi & Saatchi Singapore.Saatchi Singapore.

Saatchi & Saatchi Singapore, 2 Saatchi & Saatchi Singapore, 2 June 2008.June 2008.