Cracked in the Cupboard

This ad is from the Citizens Against Spouse Abuse. I think the ad displays a very powerful message, especially through the imagery. The cracked mug compared to the solid, strong and shiny mug  represents the power that a man has over a woman in a violent relationship. I believe that the cupboard also recognizes that the door is often closed on this issue and the purpose of this ad is to not only raise awareness but also alert those victims of domestic violence that there is help for them. I believe that the door of the cupboard in the advertisement is open to show that there is light being shed on this issue. A criticism that I have of this ad is the copy layout and design. The copy itself is strong and displays a message that needs to be heard, but with the small font size it is hard to read. I like how the ad has one line of copy. It gives the viewer a small amount of information to read, but it is such a strong message that it allows them to think and process the information. The biggest thing that I would change about this ad is the text size. The text is so powerful and needs to be read, but a viewer has to squint to be able to read what it says. This advertisement is a PRP ad because it utilizes emotional appeals and strong visuals.  I believe it could also be a CRP because it could lead to a long lasting behavior change as well as motivation and understanding about domestic violence. Overall I believe this is a strong ad with a message that needs to be heard, the copy just needs to be larger so that people can read and understand what the text is trying to say.