The UNICEF Child Abuse Commercial evokes pathos through the changes between the feelings of the audience members. In the beginning, the young boy is excited about creating his halloween costume especially through his diligent work. From viewing the wide smile on the boy’s face, the audience is filled with a sense of nostalgia about their joyful childhood memories. The opening of the door to the boy’s room signifies his fear. He is used to being alarmed because of the unexpected abuse he endures everyday. As a terrified and scared boy, he bends into and hides in the “dresser” that he has made to emphasize his desire of wanting to be invisible. Frightened by the future, the young boy tries to conceal his fate. Toward the end of the commercial, the words,“There are children who play to be invisible,” appear on the screen.n The use of the word “invisible” causes the audience to empathize and sympathize with the young boy.
Along with engaging with the emotions of the commercial, it also demonstrates the impact of ethos toward the creator of the it, UNICEF. UNICEF defends children’s rights of obtaining basic nutrition, education, immunization to fight diseases. This Foundation emphasizes the necessity of children to be treated with respect, compassion, support, and love. Children need advocates in their lives who they can depend on.
This message of this UNICEF commercial plays a role in Kairos. The commercial occurs during Halloween, which indicates the boy’s desire and need to be accepted and loved by his family members. Even during these holidays filled with joy, there are still people who suffer, so we must appreciate our blessings. In order to enforce the dangers of emotional, verbal, sexual, and physical abuse, parents must act upon this cause to save children. Parents need to be encouraged to protect children from around the world, not just their own children. Action is needed before this problem worsens. According to Michelle Healy from USA Today, many statistics point toward child neglect being the main impact for abused children. According to the National Academy of Science’s Institute of Medicine, child neglect accounts for 75% of reported child abuse cases. In addition, based on research from the National Child Abuse and Neglect Data System, more than 3 million cases for child abuse and neglect involve around 6 million children. In addition, according to Patterson, the largest risk factors for child abuse are parents abusing substances, a history of child abuse or neglect, and depression. Based off of Molly Jenkin’s research for the American Humane Association, the increase in emotional and psychological abuse reports is related to society’s change of belief of what is considered to be abuse. Jenkins claims that as more people accept emotional abuse as abuse, more people will report this type of serious abuse.
The UNICEF commercial emphasizes the ideology that abused and neglected children feel invisible. This is evident in the effects of abuse which include: depression, violent tendencies, learning deficiencies, or suicidal thoughts. The commonplaces relevant in this commercial delineate traditions that are not followed through families with a history of child abuse. In many households, a child’s parent making or buying their Halloween costumes is a tradition. However, in this commercial, the child is making his own costume. The boy has to make his own costume, even though this should be a family tradition for the parents to initiate. The costume is a drawer which represents his desire to hide from his life and the abuse. Saint Mary’s Villa establishes the positive tradition of initiating these children into their families through family meetings. Saint Mary’s Villa and the commercial emphasizes child’s need to be comforted and supported by family. The commercial emphasizes the need of the child to be immersed in tradition of family.
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.