Introduction
The debate on gun laws and regulations in the US is a contentious and polarizing issue that has continued for decades. The media has become a battleground for this debate, with groups such as members of Moms Demand Gun Action using various tactics to sway public opinion. One of the strategies is the use of provocative ads that draw attention to the perceived hypocrisy of laws ignoring firearms that pose potential dangers to children while banning books.
An example of such an ad is Moms Demand Action for Gun Sense in America (Parnass). It features young children holding banned items, like books and candy, alongside an assault weapon. Therefore, the ad compares gun laws with restrictions on banned books and uses ethos, pathos, and logos to effectively highlight the inconsistency in regulations and the potential dangers of prioritizing gun rights over child safety.
Description of the Ad
This ad features two young girls holding contrasting items. The first girl holds a copy of the childhood story Little Red Riding Hood, which has been banned in some schools since it features a bottle of wine on the cover (Parnass para 2). The second girl is holding what appears to be an assault weapon.
The ad is designed to make a point about gun laws in the US and the strict regulations meant to protect children from other items, such as banned books. In addition, the ad is set against a white background, with the two girls dressed in bright colors, creating a stark contrast between the items they are holding. The ad’s text is in a Bold Sans Serif font, emphasizing the ad’s message. Thus, the ad uses a simple visual composition, juxtaposing the two objects as the primary focus.
Target Audience and Publication
The ad targets people who are conscious of the inequality of gun legislation in America compared to other restrictions meant to protect children. It majors on adults of all ages, races, classes, and education levels concerned about gun laws in the US. This ad targets politicians in the US by outlining the discrepancy between how we protect children from seemingly harmless books and the absence of gun control laws that would protect them from assault weapons. In addition, the ad targets married people, as those with children may be more likely to pay closer attention to problems that impede children’s safety. Thus, the ad is a powerful reminder to adults of all backgrounds to take action to protect children from gun violence.
The ad appeared in the ABC newspaper, which majors in political and social issues from a progressive perspective. The publication strongly focuses on gun control, and many of its articles and advertisements reiterate the message (Parnass para 3). For example, other articles address the impact of gun violence on children and the need for more robust gun control measures.
In addition, the media works with organizations and individuals to promote gun safety and reduce gun violence. This includes interventions to educate communities on gun safety and the consequences of gun violence. As a result, the publication provides a platform for various voices to discuss gun control and the need for stronger measures to protect children and other vulnerable citizens.
Logos
The ad uses logos to appeal to its target audience by contrasting two seemingly unrelated objects, a copy of Little Red Riding Hood and an assault weapon, to drive home the point that the US is more focused on banning harmless than dangerous weapons. The juxtaposition of the two objects demonstrates the illogical nature of gun laws, focusing on how the nation is more focused on protecting children from banned books than the potential danger of guns (Parnass).
Additionally, the ad uses a powerful image of two young girls to show how easily children can access firearms and how laws are not in place to protect them. The ad drives home the point that US gun laws require reform and that children’s safety should be the top priority. Thus, the advertisement employs logical reasoning to reach its audience by highlighting the shortcomings of existing gun laws in safeguarding children and emphasizing the need for stronger measures to protect them.
In the ad, logic is employed to illustrate the two sides of gun control in the US, conveying a sense of urgency. Firstly, the use of two children from black and white ethnic groups shows the division regarding the problem that impacts American citizens’ security (Parnass) adversely. In addition, the girl holding the banned book is positioned on the left side of the ad, suggesting that she represents the side of the argument that prioritizes children’s safety and well-being. However, the girl with the assault weapon is positioned on the right side of the ad, representing the side of the argument that opposes strict gun control laws (Parnass). The primary intention of the advertisement was to highlight the significant conceptual divide in American society regarding gun control and the security of US citizens.
Secondly, the ad’s use of red and black colors creates a sense of urgency and danger, further indicating the issue’s seriousness. Red is usually linked with danger and urgency, whereas black connotes a sense of somberness or despair (Parnass). The two colors were used to create a dichotomy between the two sides of the issue, suggesting that the issue cannot be easily resolved.
Additionally, the contrast between the colors further emphasizes the deep divide between those in favor of gun control and those who oppose and support the status quo. The red and black colors used in the ad serve to convey the stark reality of the deep divisions caused by the issue of gun control (Parnass). Thus, the elements in the ad demonstrated the division brought by the issue of gun control.
Pathos
The ad uses pathos by creating an emotional bond between the target audience and the two young girls in the image. The girls are depicted as innocent and vulnerable, heightening the viewer’s sense of protectiveness and empathy. The juxtaposition of the girls, one holding a banned book and the other holding an assault weapon (Parnass). This highlights the stark disparity between the two and underscores the need for society to do more to safeguard children’s well-being. The image of a young girl holding an assault weapon is scarring and unexpected, intended to draw the target audience’s attention. As a result, the caption in the advert highlights the message that America’s gun laws are not doing enough to protect children.
Moreover, the ad employs pathos by invoking the fear of government overreach and infringement of individual rights. The use of the Little Red Riding Hood book, which has been banned due to its depiction of a bottle of wine on the cover, highlights the irrationality of some of the US government’s actions. In addition, this appeal is further reinforced by the text of the caption, which implies that the government’s efforts to ban some books to protect children rather than guns are misguided and ineffective. Based on these elements, the ad seeks to create an emotional connection with the target audience, tapping into their fears and concerns. This makes the viewers more receptive to the ad’s message, such as gun ownership threatens the safety of Americans, especially children.
Ethos
The ad employed ethos to appeal to its target audience by showing the absurdity of the ban on Little Red Riding Hood while making a powerful statement about the lack of regulation on assault weapons. The ad immediately contrasts the two objects, the book and the gun, by placing them in the same frame. The items suggest that the same degree of protection should be given to children and books, just as it should be given to both children and guns (Parnass).
Moreover, the advertisement appeals to its audience’s sense of ethics by illustrating that society considers a gun more acceptable than a book. This indicates that the gun is more powerful and dangerous than the book and more socially acceptable. The ad calls into question the values of society and implies that it is acceptable to protect children from books but not from guns.
The ad appeals to the target audience’s sense of morality. The young girls in the ad are portrayed as innocent, vulnerable, and in need of protection. By portraying the book as a source of knowledge and growth while the assault weapon is a source of destruction and harm, the ad appeals to the target audience’s sense of justice and fairness.
In addition, the ad is visually impactful since it uses vivid imagery to draw attention to the issue of gun violence. The image further emphasizes the need for stricter gun laws, as it shows the devastating impact of guns on innocent lives. The vivid imagery and stark comparison between the two items assist in drawing attention to the issue and increasing its impact. As a result, the ad successfully used ethos to appeal to its target audience.
Conclusion
The ad exposes the current state of US politics and culture regarding gun control and the banning of books that can assist children. It reminds the audience that assault weapons are allowed in the country, whereas things as innocent as a classic children’s story are banned for the safety of children. The ad featuring two young girls holding a banned book and an assault weapon speaks much about the cultural values and beliefs prevalent in American society. It highlights the cultural tensions that exist around issues of gun control and censorship.
Furthermore, the ad seems to challenge the predominant cultural narrative around the restriction by suggesting that banning some books in schools is a form of oppression that should be resisted. Therefore, it informs the audience about the values, attitudes, and beliefs prevalent in US society, which can be summarized as a prioritization of guns over books and the absence of protection for children.
Work Cited
Parnass, Sarah. “Moms’ Gun Control Ad Cites Dangers.” ABC News, 2013. Web.