RSPCA Advertisement Analysis

Abuse is one of the biggest unspoken topics in the media. The RSPCA is shedding light on both domestic and animal abuse, though this awareness ad. The fine print states “that domestic abuse victims delay seeking help, fearing if they do, their innocent pets will get harmed.” The RSPCA’s pet protection program, ensures that women get the help they need, by looking after their pets. The target audience is women and this is seen throughout the advertisement. For example the ad using a female model for the visual feature and textual input such as “ensure that these women get the help they need”. The reason why this is their target audience, is because statistics show that women are abused more often in a relationship than men. This ad doesn’t just

When u first look at the ad your eyes are instantly drawn to the model. Is this deliberate? Yes. Advertisers understand that they only have seconds to make a statement and draw the reader in. The picture is the largest element on the page, because it sets the emotions for the whole ad. Black gives the feelings of sadness, depression and symbolises death, therefore it is the main colour used in this advertisement.The women’s facial expression shows her emotions, such as anger, fear and weakness, coursing the viewer to feel empathetic, this makes them more likely to stop and help. The model has bruises all over her face, which symbolises that abuse is real and it leaves a mark. As you can see the victim is looking up, this signals that there is someone taller, more in control. The person who she is looking at is probably the abuser. Her body language shows that she is vulnerable and defenceless, compared to the taller ruthless abuser. The visual features make the ad extremely persuasive, because you see everything, you can see the

After the powerful image hooks you in, it’s the texts time to elaborate, with trusted information. The logo is an important textual feature, because RSPCA is a well known and trusted pet protection corporation.This shows that the information proved is trustworthy. RSPCA use irony to convey their message by saying “ We help deal with all kinds of animals”, this hits a nerve and implies that if you have a family member who is abusive, that they are nothing better than an animal. This line is itself is a catchy slogan and leaves an imprint that repeats constantly in the viewers mind. The ad is using statistics such as “ 57% of domestic abuse victims delay seeking help”. This makes the ad seem scientific and correct, causing you gasp at the alarming amount of victims. The statistics invoke a feeling of sadness, provoking the reader to help. To domestic abuse victims this is a sign that they are not alone and that other people are going though the same situation. “ You need the RSPCA” is used as a call to action, which is followed with their email “ theRSPCAneedsyou.com.au”. The email address itself sends a strong message. It says that RSPCA can’t help the animals alone; that they need you, as much as you need them. The wave of silence can’t be stopped alone. RSPCA uses the textual information to educate and give strength to victims to stand up and trust that their program can