Caption Advertisement Analysis

One of the challenges faced in this ad is inattention. Most people have seen numerous ads about the threat of sexual predators. Furthermore, many have become numb towards ads of this nature because there are so many of them. I think the ad is effective in confronting this dilemma because of the words included. The words, or caption, reminds the audience that there are more ways sexual predators can target children than just physical. The caption uses a play on words when describing an "open window". This play on words is meant to be related to an online window. The caption ultimately stresses the importance of online safety and the threats that children can encounter online. Misperceptions of beliefs about online predators is confronted by

People who are unaware of the problems and threats of sexual predators may not receive an implication from this ad. This ad assumes that the audience already knows that there is an issue with sexual predators in general, and reminds the audience that the threat of sexual predators can be virtual (online) and not only physical. If the audience did not know that sexual predators were an issue to begin with, they may tune-out the message attempting to be conveyed. Although I do not think that the audience necessarily went through a transformation in this ad, I believe the ad challenges the audience by putting them in a new position than they normally may be in. Parents are the target audience and parents have encountered numerous ads about the safety of their children against sexual predators. Most ads about sexual predators seek to inform parents about the threats at hand. Instead of informing the audience, this ad outlines a threat and encourages action between the parent and their children regarding online precautions. The caption in this ad works effectively with the visual presented. The caption serves to suggest that sexual predators are not just physical, but can also be found online. By using words that are related to the internet, such as "open window", I believe the caption is complementary to the visual. The visual places strong emphasis on the "enter" key on the keyboard. I believe this was

The audience automatically receives the message of the internet by the visual of the keyboard in the background. The ad takes a create approach with the caption and invites participation from the audience. The use of black and white color forms a straight-forward message, but also reflects the fact that this issue is not black-and-white; there are many elements concerning the threats of sexual predators. From a response standard, the ad is very effective. The ad is clearly focused on expanding the awareness of online predators and suggesting that the audience acts against these threats. The message of the ad is communicated effectively and alters previous perceptions, beliefs, and attitudes that the audience may have. From an accuracy standard, the ad displays truthful information, but it may not be a complete account of the issue. Although sexual predators may come from a physical or virtual source, the caption decreases the threat of physical predators and places more emphasis on online sources. However, both physical and online predators are equally a threat to children. I think the message still portrays a truthful account concerning the threats of predators, but is lacking a sense of completeness. Since the ad desires to raise awareness and initiate action about the threats of online predators, I believe the ad is well-intentioned. From a moral standard, I believe this ad is