Finish this assignment at 3 PM today, thank god that I send it in time to Lukas...I always stay in the condition of "nước đến mỏ mới bơi" or put everything at the final time to do it...But everything's over now...at least, ô yé, I'm proud to write it only in 2 hours with a lot of research, yay me yay me hí hí hí hí
According to the Family Violence Prevention Fund (FVPF), one in every three women in the world has experienced sexual, physical, emotional or other abuse in her lifetime. Due to the serious effects of domestic violence, the campaign “Take a Stand in 2007/2008 – Non-Violent Lives for Women”, which has been by initiated by The National Association of Women's Counseling und Rape Crisis Programs – Women against Violence (2007) in German, has used the strong image above to raise the awareness about this issue.
The target audience of this advertising campaign is in three main segments: geographic, demographic and psychographic. The demographic segment of this advertised product is women in German with different age, income, family composition, life cycle and ethnicity (Chitty, Barker & Shimp 2008). Even it might be suitable with every woman in German, but the main focus might fall into the female age group between 20 and 50 since they consist of high percentage of the population (Statistisches Bundesamt Deutschland, 2006). At this age, women have strong perception and willingness to against this issue and this advertisement can affect strongly to their psyche than other age. Another group in this demographic segment may be included everyone in German, who has their dearest daughter or friends being abused. They can be profoundly affected by this advertising products and have the urge to support and help their dearest out of the suffering of domestic violence. The geographic segment is focused nationwide in German. However it can be distinguished into “Rural” and “Urban” part, in which Rural will be influenced intensively than urban areas. In rural areas, the domestic violence is so “insidious” because local people perceive it as a private problem and no one want to expose it to the community; therefore, women in rural area have to keep their problem in quite and it later affect them both physically and mentally (Wendt 2004, para. 8). Therefore, this advertises can make a huge impact on local people’s perception and shift their afraid into courage to stand up, share their experience and seek for help. The influence in urban areas has the same affect as rural one as well. The psychological segment includes the Socially Aware part of Roy Morgan Values Segments. People in this value segment usually have a thirst of knowledge and they are strongly concern on national and global issue and want to change these issues into something better (Chitty, Barker & Shimp 2008). Therefore, this advertised product will raise the awareness of people in this community and ask for their help in supporting those women who suffer from physical, emotional and sexual abuse.
The fundamental goal of this advertising used in the campaign is to raise the awareness of these segmentations above on women’s domestic violence. Thus, the persuasive appeal in this advertising is Pathos, or based on emotion, sympathy, fears, and desires, to the audience (Rensselaer, 2004). The rhetorical device apparent in this advertising is Metaphor, which emphasizes domestic violence as a serious issue in term of both legal and humanity. There are three strong figures that have been used effectively in this rhetorical device which are the naked women, her position, and the police line around her body. The naked model expresses the vulnerability and passive attitude of the victims of domestic violence when they can do nothing but remain silent. Moreover, her position which is leaning at the corner of the wall shows the victims’ loneliness and fear since they do not dare to confront it. The police line tying around her body is a strong image which is highly contrasted to the white color in the whole picture and this can withdraw the attention of the audience immediately. This also proves that this case should be considered seriously as a criminal rather than just a family issue by placing the text “Crime Scene” on it. The combination of these three figures has created a powerful emotion and feeling within its image. It visualizes the affect of domestic violence on women not only physical but mental aspects as well.
On the surface of this issue, this advertising has provided a positive effect on people, particularly Germany women about the domestic violence. The powerful message placed inside might be helpful to raise awareness and encouragement on seeking the support and protection for this problem. However, in some Asian or Middle East countries the images of naked women with a tightly bind on police line might cause emotional intensity on women. Therefore, this advertisement might need to adapt to different cultures to run effectively in these countries.
REFERENCE LIST
1. Assignment Briefing Task 1, course note from MKTG1294, RMIT University, Vietnam, viewed in November 19th, 2008, Online@RMIT.
2. Chitty, W, Barker, N & Shimp, TA 2008, Integrated Marketing Communications, 2nd edn, CENGAGE Learning, Australia.
3. Domestic Violence is a Serious, Widespread Social Problem in America: The Facts, Family Violence Prevention Fund, viewed in November 19th, 2008
4. Statistisches Bundesamt Deutschland, 2006, Population Projection, viewed in November 19th, 2008
5. The Art of Rhetoric: Learning How to Use the Three Main Rhetorical Styles, Rensselaer Polytechnic Institute, viewed in November 19th, 2008
6. The Campaign “Take a Stand in 2007/2008 – Non-Violent Lives for Women”, The National Association of Women's Counseling and Rape Crisis Programs, viewed in November 19th, 2008
7. Wendt, S 2004, “Down home” response works best for rural victims of domestic violence, University of South Australia, viewed in November 19th, 2008
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