Purpose Of Mom's Demand Action In An Advertising Campaign

“Guess which one” is one of many print advertisements in an advertising campaign made by an American organization called Moms Demand Action. The purpose of the ad is to persuade people with alternative viewpoints to join the fight against implementing common sense gun reforms in America. Despite being about a controversial topic, this advertising campaign has been highly successful in persuading local legislators to change gun reforms. More effective than other texts in this genre, the purpose of the advertisement is successfully met through the use of powerful visual images and an effective layout. Through conforming to the conventions of a print advertisement, Mom’s Demand Action is able to use powerful emotions to shock an adult audience

This advertisement uses typical clear graphics and an appropriate colour scheme along with images that are impactful for a specific audience and purpose. More specifically, this advertisement uses a grey background of a dark classroom along with white text to complement the main image. The central focus of the advertisement is a striking image that fills majority of the space just like many print advertisements. The images used are worried kids in clothing that is clearly colourful in comparison to it’s dull background. Consequently, the use of both large and colourful images grabs the attention of the audience and focuses it on the children to deepen emotional appeal that will be created through the specifics of the image. Once hooked by the use of colours, the audience comes to the realization that the child is holding a dangerous weapon. Due to the fact that child safety is a big priority for Americans, this irregular image resonates with majority of adults and effectively establishes strong emotions of fear and worry. These emotions of fear are known to effectively create a sense of urgency and persuades the audience to take rapid action (Oetting, Hubspot). At this stage, audiences that are against the viewpoints of the author are unclear of the argument which forces the audience to fall victim to this strategic creation of a sense of urgency. Also, this sense of urgency aids in meeting the advertisements purpose of persuading people to take action. These visual effects effectively establish powerful emotions that are further developed through other