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PT 6 - Journaling Your Response to Advertising

"We’re Never Lost If We Can Find Each Other" by Facebook

The video advertisement featured in the provided link is a public service announcement (PSA) that brings attention to the issue of domestic violence during the pandemic. The advertisement shows deserted streets of London and other famous landmarks, emphasizing the silence and loneliness of the ongoing lockdown. It is later revealed that the silence is an illusion, and for many families, it's the sound of abuse. The campaign's primary message is to urge people to look out for those in their community who may be experiencing domestic abuse and offer help.

The intended audience of the advertisement is the general public, but specifically, it targets those who are at home during the pandemic. It urges them to look out for signs of abuse and offer help to those who need it. It also aims to create awareness of the issue and reduce the stigma attached to reporting domestic violence. It encourages viewers to recognize that domestic violence is not only physical abuse but also psychological, financial, and emotional abuse. The product advertised is not necessarily a tangible product but a call to action. The ad encourages people to come forward and report any suspected cases of domestic violence, offer support to those in need, and seek help for themselves if they are in an abusive situation. The campaign's message is a critical reminder that during the pandemic, many individuals are trapped with their abusers and may not have the resources or support to leave. There are no forms of media manipulation present in the advertisement. The video's power lies in its simplicity and effectiveness in conveying its message. It uses a combination of imagery, text, and sound to create a powerful and thought-provoking message. The ad captures the attention of the viewer by first showing deserted streets of London, a common sight during the pandemic, and then revealing the darker side of lockdown - the reality of domestic violence.

In conclusion, the Trapped with an Abuser ad campaign is a potent reminder of the grim reality of domestic violence during the pandemic. It is a well-crafted message that raises awareness of the issue and urges viewers to take action. By using simple imagery and sound, the ad creates a sense of empathy and highlights the urgency of the situation. It is an excellent example of an advertisement that has created a striking impact with a small budget.

Video link: https://www.youtube.com/watch?v=nWwVFywBCeY

References:

National Domestic Violence Hotline. (n.d.). What is domestic violence? Retrieved from https://www.thehotline.org/resources/what-is-domestic-violence/

NCADV. (n.d.). Domestic violence. Retrieved from https://ncadv.org/statistics

Office for National Statistics. (2020). Domestic abuse during the coronavirus (COVID-19) pandemic, England and Wales: November 2020. Retrieved from https://www.ons.gov.uk/peoplepopulationandcommunity/crimeandjustice/articles/domesticabuseduringthecoronaviruscovid19pandemicenglandandwales/november2020

"Coca Cola : Open Like Never Before" by Coca Cola

The advertisement is a campaign by Coca-Cola and George The Poet titled "Open Like Never Before," which encourages individuals to use the lockdown period as an opportunity for self-improvement and positive change. The campaign focuses on the positive aspects of lockdown, highlighting the lessons learned during this time, and the importance of appreciating the little things in life. The advertisement also pays tribute to the people who played a significant role in the pandemic and the services that helped during the worst of the pandemic. The campaign's tone is optimistic and hopeful, highlighting life's silver linings.

The intended audience for this campaign is the general public, particularly individuals who have been affected by the COVID-19 pandemic and the lockdown measures that were implemented as a response. The campaign's focus on positivity and self-improvement aims to inspire individuals to embrace change and find hope during these challenging times. While the campaign features Coca-Cola, it does not explicitly promote the consumption of the product. Instead, the reference to Coca-Cola serves as a reminder that we can find joy and happiness in the little things, such as sharing a bottle of Coca-Cola with loved ones. Therefore, it cannot be said that the product is necessarily good or bad for the target audience, as it is not the primary focus of the campaign.

The campaign uses simple videography and focuses on the positive aspects of the lockdown to capture the viewer's attention. There is no overt manipulation present in the ad. However, it is worth noting that the campaign was released towards the tail end of the UK's initial lockdown period, which could be seen as a calculated move to capitalize on the feelings of unity and positivity that were prevalent at the time. Additionally, the double (or perhaps triple) entendre of the campaign's title could be construed as a subtle reference to the Coca-Cola product itself. Overall, the ad manages to capture the viewer's attention by focusing on the positives and inspiring hope during a challenging time.

Video link: https://www.youtube.com/watch?v=SukwNeHMMhQ

References:

Coca-Cola & George the Poet present: Open Like Never Before. (2020, June 9). Retrieved from https://www.youtube.com/watch?v=8JZg-utNPfs