Public Service Announcement: Domestic Violence Group Members: Rick Leija.

Public Service Announcement:Domestic Violence

Group Members:Rick Leija

http://www.youtube.com/watch?v=ctoZbeD-GlY

Domestic Violence

• Approximately 1.3 million women and 835,000 men are physically assaulted by an intimate partner annually in the United States.

• We see it all around us in movies, commercials and your personal life; yet we are reluctant to stop it or advocate to do so.

Howard Gardner's Five Intelligences

• Disciplined Mind: Professional Actor portraying domestic abuse.• Synthesizing Mind: She portrays herself as an actor, being one already, to

show that domestic violence can happen to anyone.• Creative Mind: Domestic violence is sort of in the back of everyone's

mind; we know it exists we simply choose to not think about it.• Respectful Mind: People have different views, this can sometimes not be

helped. Someone may watch this video and not be swayed at all; they may even laugh a bit. Arguing that this or that is wrong is merely our opinion; we have to appreciate and understand the differences among human beings before we can hope to change anything.

• Ethical Mind: We often hear of a strive to better one’s self. In this sense, that any moral and virtuous person would want to stop domestic violence. However, it is not until the matter is directly in front of us that we initiate a change.

Media Literacy Questions

• Who created the Message: Grey London• Techniques: The ad appeals to the Mass society’s empathy for

an individual in an abused relationship.• Interpretation?: Someone who happens to be the abuser in

an abusive relationship would probably not take anything from this video appose to the abused.

• Lifestyles, values and points of interest: Keira Knightley portrays an actor in the ad, the life of someone who is say a stay at home wife/mother is not the same.

• Why was the Message Sent: The idea of the ad is to raise awareness of domestic violence and advocate to stop it.

SUCCESs: 6 principles to make the idea stick

• The P.S.A. really pulls people’s emotion in. The detailed and vivid imagery of a women being beaten and kicked on the floor really draws the viewers in and in to their cause. To put an end to domestic violence.

• The storyline depicts an actor coming home after a day a work.

Appeals

• Identity appeal: there are many people out their today who suffer from domestic violence, if they were to view this P.S.A. they would surely feel a relation, identity and overall impact of the video.

• Fear based appeal: the statistics for domestic violence are surprising but the impact of the image of the women being kicked while on the floor is grotesque in of it self.

What drives Human behavior?• People don't buy what you do they buy why you do it.• Woman’s aid released the P.S.A. to show the dangers

and proximity of domestic violence. They are avid advocators for extinction domestic violence.

• Censors are refusing to allow an advertising campaign against domestic violence featuring Keira Knightley to be shown in full on television.

• Scenes of domestic abuse weren’t allowed. • Did not air on television but viewed more than a

million times on the internet.

References• Patricia Tjaden & Nancy Thoennes, U.S. Dep't of Just., NCJ 183781, Full Report of the Prevalence,

Incidence, and Consequences of Intimate Partner Violence Against Women: Findings from the National Violence Against Women Survey, at iv (2000), available at http://www.ojp.usdoj.gov/nij/pubs-sum/183781.htm