Gun Sense Advertisement Analysis

The unfair gun law On December 15, 2012, in the wake of devastating firing at Sandy Hook Elementary School, Shannon Watts founded an organization called Moms Demand Action for Gun Sense in America (Web). The organization runs a grassroots awareness campaign aiming to decrease the escalating gun violence. They have launched several ads among them the given ad ‘choose one’ advocates the child’s safety and the abuse of guns. In order to resonate the gun violence in school the background of this ad is a classroom with desks and chairs, whiteboard, and other academic materials. By using ordinary classroom and kids with simple cloths, the advertiser pathetically connects the ad with viewer’s emotion. In fact, the setting gives strength to its theme of making people alert of potential dangers to children of guns at school and also helps to relate the issue to the general parents, families and the communities. The ad sarcastically depicts that the use of gun in America is more legitimate than eating kinder egg chocolate because it is commonplace for an individual to carry gun in America, however the ad uses a young girl, which is an exaggeration of a real situation. The kinder egg and the gun grab the initial attention of the viewers allowing them to compare potential threat and the provision about them. Since long
time, kinder eggs with toy embedded have been banned regarding child’s safety as a child passed away due to choking problem when inhaled that toy. According to the news portal Independent, Europe has no restriction on its sell and, in its 40 years of history, has taken only three lives which is quite less in comparison to the numbers sold (web). Obviously, gun takes more life than a kinder egg, but the US law for gun, which meant to take lives, does not have any serious provision regarding the safety of a child which is illogical in itself. This unjust law has been targeted by the ad. Next, eyes go to the facial expression where girl holding a highly regulated assault weapon seems pretty confident and arrogant, but boy with kinder egg is worried of possessing prohibited candy. This lets viewers to ponder on the message that the ad intends to convey. Additionally, such dominating expression and position reflects the comparative danger and seriousness of the issue. The third element is text which asks observers to self- analyze the ironic humor of the truth. These texts emphasize the inadequate concern of the general public on weapons and its legacy. Furthermore, it questions the existing values and systems which bans the childhood thing for the sake of their safety, but does nothing to the carriers of deadly assault weapon. According to the Law Information Institution, the second Amendment provides right to keep ‘Militia’ for security reason to every individual (web). This permits people to bear it without any particular restriction, like background check, and can be purchased easily. For instance, a man cannot ride his skateboard in the Walmart just to prevent accidental collides but he can take gun without any hesitation. Due to this loophole, even irresponsible person gets access to weapons which ultimately results in a heart shaking riot. If the goal is security than the concerned authorities need to realize its adverse effect that consequences when gun is exposed to the reckless gunman. Besides that, local, state or even central bodies needs to monitor gun use by prohibiting certain places like school to protect children.
However, by casting too young girl, who might not know how to respond the shooting rampage, exaggerates the real case and might fail to arouse expected audience’s response.
Even though she adds the element of shock in the ad, she does not make it realistic. Instead of her, employing a grown-up holding a gun would have been more realistic delivering the same message. Actually, children are not the one who carries guns and open a fire but, rather they are the victims of assassination. It is arguable that the kids used symbolizes the casualties yet her posture notably does not defend it because her hand position resembles the exact posture of the trained
sniper.
After all, though many critics find inflation in this ad, the print ad by Moms Demand Action for Gun sense sadly depicts the truth that every parent dreams of their children growing up safe and healthy, but, unfortunately, such dream of many American parents has been shattered by misuse of assault weapons. By the use of elements like facial expression, characters, background and angle, the advertiser has gained success in persuading its audiences. Yet, the ad could have been more persuasive if they have not exaggerated the situation.