The Power of Advertising

This month's guest blogger is Hannah Aron. She currently interning with the Jewish Coalition Against Domestic Abuse (the organization that runs AWARE) and recently graduated from the University of Maryland.

TRIGGER WARNING: This content includes graphic images and may be triggering to some people.

Advertisements surround us. Whether we are at home watching TV, at the grocery store, or even at school, we cannot escape them. Advertisements are constantly selling us something, whether it be a product, an idea, or a lifestyle. And advertisers are good at it – they tap right into our insecurities and desires for their gain. But what happens when this incredible ability to pinpoint and connect with human emotions is used to help rather than sell?

 

While binge-reading BuzzFeed articles, as is typical when I am procrastinating, I came across a list of “The Most Brutal Domestic Violence Awareness Ads” from across the world which did just that. These 12 advertisements used graphic imagery to confront some of the many misconceptions about domestic abuse while also providing resources for those affected. As a psychology major who volunteered in a domestic violence shelter, I was immediately engrossed. After reviewing the list, I wanted to share the three that stood out to me the most:

From Lebanon (#1):

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

At first glance, these women are suffering from painful physical wounds. Yet, when you look a bit closer, you come to realize that this ad is actually expressing an alternative and less visible point. The wounds on their faces are actually shaped like the sound waves of the violent words used to cause them pain. Although it took me a second to piece it together, I think this advertisement is effective in making the pain of verbal abuse unmistakable. By equating it to cuts and bruises, this ad tells us, the audience, that cruel words can be abuse too.

From Singapore (#6):

In my opinion, this one is the most visually interesting and sticks with me long after seeing it. The ad shows a woman being physically abused at different stages in her life, to depict the cycle of violence that can occur throughout a person’s life. In 2006, Krause, Kaltman, Goodman, and Dutton found that about 37% of women reported intimate partner violence revictimization from an index partner within a year of reaching out for help for the abuse, yet this statistic could be up to 56% with the inclusion of revictimization from a new partner.[i]

From Germany (#10):

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

This ad seen at bus stops in Germany had to make my list. It is the most technologically advanced ad and is an especially accurate portrayal of domestic violence. When the eye-tracking camera detects that your eyes are looking directly at the image, the picture illustrates the perfect couple. Then as you begin to turn away, the ad transforms into a graphic image of a male abuser hurting a female victim since, as they say, “It happens when nobody is watching.” This ad really speaks to the secretive and silent nature of domestic violence, illustrating the fact that you often do not know if abuse is happening in a relationship simply based on appearance.

Even though I believe that these ads are making great progress in educating the public about domestic violence resources and urging victims and their supporters to speak up, there are a few important pieces are missing. First, based on the list on BuzzFeed, a reader might come away with the understanding that only women are victims and only men are perpetrators – this is simply not the case. Although the rate of physical intimate partner violence among women is 1 in 3, the statistic is 1 in 7 among male victims.[ii] Additionally, almost all of the couples featured in these domestic violence advertisements illustrated heterosexual relationships despite the fact that the lifetime occurrence of rape, physical violence, and/or stalking in same-sex couples is almost the same or higher than in heterosexual couples.[iii] While I understand that the majority of victims are women and in heterosexual relationships, these marginalized minority victim populations need these ads and the media to speak to them even more because they are less likely to report the abuse. Being marginalized means that there are fewer resources available and even greater stigma is attached to the abuse. I urge advertisers and organizations across the globe to reach out to male victims and same-sex couples to highlight resources that are available and to validate their suffering. By doing so, we can extend our support and understanding to those people who might not receiving help otherwise.

 

---

[i] Iverson, K. M., Litwack, S. D., Pineles, S. L., Suvak, M. K., Vaughn, R. A., & Resnick, P. A. (2013). Predictors of Intimate Partner Violence Revictimization: The Relative Impact of Distinct PTSD Symptoms, Dissociation, and Coping Strategies. Journal of Traumatic Stress, 26, 102-103. 

[ii] Black, M.C., Basile, K.C., Breiding, M.J., Smith, S.G., Walters, M.L., Merrick, M.T., Chen, J., & Stevens, M.R. (2011). The National Intimate Partner and Sexual Violence Survey (NISVS): 2010 Summary Report. Atlanta, GA: National Center for Injury Prevention and Control, Centers for Disease Control and Prevention, 43.

[iii] Black, M.C., Basile, K.C., Breiding, M.J., Smith, S.G., Walters, M.L., Merrick, M.T., Chen, J., & Stevens, M.R. (2011). The National Intimate Partner and Sexual Violence Survey (NISVS): 2010 Summary Report. Atlanta, GA: National Center for Injury Prevention and Control, Centers for Disease Control and Prevention.