Verbal Abuse Is Still Abuse

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Verbal Abuse Is Still Abuse “Choke” is an ad made by the Euro RSCG Chicago for the Juvenile Protective Association. This ad comes from a campaign to stop verbal abuse of children. “These disturbing PSA ads by Juvenile Protective Association visually illustrate that 'Verbal abuse is still abuse. ' And unlike physical abuse which leaves visible marks on the outside, you are leaving wounds with your words that may take a young kid a lifetime to heal” (Sleepless in Amman). The key elements that intrigue the viewer to look closer at the image are the hand grasping his neck and the look in the boy’s eyes. Euro RSCG Chicago is an advertising company that made this advertisement for the Juvenile Protective Association along with two other advertisements in the ‘Verbal Abuse Is Still Abuse’ campaign. This advertisement went on display in Cannes, France, where people voted for the most effective advertisement, which Euro RSCG Chicago and JPA won the award. “We’re honored that the public has chosen our work with JPA to be what they consider the best, most effective work on display in the ACT Responsible Exhibition in Cannes,” said Blake Ebel, executive creative director at Euro RSCG Chicago. “Our goal was to communicate that verbal abuse is as damaging as physical abuse to a child and cannot be tolerated. I believe that this campaign does just that.” (Good Cause) The two other advertisements in this campaign, ‘Hair Pull’ and ‘Punch’ are below.
This image is very eye-catching to the viewer because of the look in the boy’s eyes and the hand around his neck. The reader automatically looks closer to see what the hand says and examine the meaning of this picture. The hand is one of the most important aspects of this picture; the hand is transparent and has black and white words written on it. The black letters are abusive words and the white letters say, “Verbal abuse is still abuse.” The hand is also grasping the boy’s neck, which interprets to the



Cited: "A Good Cause Makes for Heartening Prize on the Last Day of Cannes.." wordpress.com. Automattic, 30 Jun 2009. Web. 12 Dec. 2011. Newton, C.J.. "Signs of Emotional Abuse and Verbal Abuse." findconuseling.com. Mir Internet Marketing, 04/2011. Web. 29 Nov 2011. "Verbal Abuse Is Still Abuse." Sleepless In Amman. N.p., n. d. Web. 12 Dec. 2011.

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