The Message Behind 'It Rarely Stops'

This ad from The National Domestic Violence Hotline appeals to the viewer's emotions in a unique way by evoking a strong emotional response. The one-minute ad features background music and no dialogue. It shows a woman crying, with her face becoming increasingly bruised and bloody. The emotions in her eyes tell a powerful story without the need for words. This is an example of anecdotal evidence, as viewers have to infer the situation and the message being conveyed. The ad's credibility comes from our societal understanding that domestic violence is unacceptable. The majority of the audience sees the woman as the victim, making her a credible speaker.

The ad employs various symbols, messages, and imagery, which aligns with the Dramatism Symbolism Theory. The woman in the ad is the agent, as her genuine display of sadness effectively conveys the message without speaking. The hidden message here is that the abuse never stops; she continues to wipe away the blood, but it keeps coming back. The agency in this context is demonstrating what someone being abused looks like. In this sense, it resembles a bathroom mirror. This conveys a powerful hidden message to those who have experienced domestic abuse. Looking at yourself in the mirror after being abused can be extremely difficult, as it makes the wounds real and forces one to face the reality of what happened or is happening. The purpose of the ad is to highlight that domestic violence never stops and to encourage those in need to contact The National Domestic Violence Hotline.

In my opinion, this ad was persuasive and offered a raw and real depiction of domestic violence. The silence in the ad added to the message and overall rhetoric. However, I believe there could have been more clarity regarding the purpose of the ad and why it was created. Including a short message about why, when, and how to contact the National Domestic Violence Hotline before the logo at the end could have enhanced its effectiveness. The ad lacked a strong call to action. Nevertheless, I find the message and rhetoric in this ad to be powerful overall.