Audience members drastically change their feelings during this commercial
At the beginning, the young boy is excited and happy about building this costume
Works really hard to cut and paint
Audience is excited for this boy’s costume
His smiling expression changes once the door opens
Signifies how easily frightened he is
Used to being alarmed because anything could happen to him since abuse is unexpected
Terrified, frightened look on his face
He bends down and hides into the “dresser” to emphasize his desire of wanting to be invisible
Trying to hide from his abuser
Scared of the future
“There are children who play to be invisible”
The use of the word “invisible” causes the audience to empathize and sympathize with the young boy
Ethos
UNICEF made the commercial
Defends children’s rights of having basic nutrition, education, immunization to fight diseases
Emphasizes the necessity of children to be treated with respect, compassion, support, and love
Kairos
Occurring during Halloween which is a time for family and friends
Even during these holidays filled with joy, there are still people who suffer
Must appreciate our blessings
Ideology
Common belief that abused and neglected children feel invisible and want to hide
Effects of abuse include: depression, suicidal thoughts, violent tendencies,
Commonplaces
Tradition of making Halloween costumes
Child is making his own costume instead of the tradition of the parents making the costume or buying the costume
Costume is a drawer which represents his desire to hide from his life and the abuse
Connection with Saint Mary’s Villa
Tradition of initiating these children into their families again through family meetings
Commercial emphasizes child’s need to be comforted and supported by family
Has to make his own Halloween costume, even though this should be a family tradition for the parents to initiate
Commercial emphasizes the need of the child to be immersed in tradition of family
Conclusion
Our civic duty is to protect these children from the horrors of child abuse. Children should not live in fear everyday of their lives. They deserve a childhood filled with joyous memories of playing with their family and friends.