
This ad is very impactful for many different reasons. First, I think it is important to go into some background information about this ad. This ad was created in April of 2013. This was Saudi Arabia's first ever campaign against domestic abuse. This ad was launched by the King Khalid Foundation. The fact that this ad was launched by the King of Saudi Arabia is already very powerful since domestic abuse has been a taboo topic to consider talking about. In the link below, it talks about how a law made towards domestic violence in Saudi Arabia gets turned into a joke by men in Saudi Arabia. It talks about how the men in Saudi Arabia believe it is "men's nature" to beat a woman. This is just a small insight on how domestic violence is often viewed in Saudi. This ad was so impactful that Saudi Arabia passed a new law to criminalize domestic abuse in 2013.
http://english.alarabiya.net/en/views/news/middle-east/2014/04/20/Saudi-introduces-penalities-for-men-who-beat-their-wives.html
Now let's discuss in more detail as to why this ad is so effective. Looking at this ad , you see a woman wearing a tradition mid eastern veil or hijab. This traditional veil is meant to cover a women completely. It is considered to be against God for a women to show herself to a man she is not married to nor not related to. The only part of this women you can see are her eyes. One of her eyes appears to be bruised. I wonder what the rest of her looks like? Whatever your first impression is, this ad gets you thinking. I saw this ad and automatically knew it would be about domestic violence because of her bruised eye but what caught my attention the most was the cloth she was wearing which usually symbolizes woman in the middle east. Women in the middle east are extremely oppressed. Men view them as their objects that they can do what they wish to rather then a equal companion. This is normal practice in the middle east and would be frowned upon here in the united states. A man would be considered to be a monster if he hit his wife here in the good ol' US of A. In the middle east, they are just practicing their God given rights. As you can see from the link above, women are not viewed as human being the same way men are. This ad compelled me to search more information about women's rights in Saudi Arabia. It angered me and I felt sympathy for the women that I was looking in the eyes. The eyes are one of the most powerful tools of communication we have. It is the window to the soul. I think the fact that all you can see is her eyes conveys multitudes of emotion. Another aspect of this ad to notice is the text near the bottom that reads " some things cant be covered" "fighting woman's abuse together". The text may be short but the meaning sure isn't. Those words hit to the core of human emotion. The audience is forced to take think about domestic violence in a whole new way. With the main audience being the people of Saudi Arabia, I believe that this picture of a women bruised under her veil really hits home for many of them. Obviously it did if they passed domestic violence laws based on this ad campaign. The campaign allowed for the citizens in Saudi Arabia to be aware of domestic abuse that happens in their country and question whether it was truly right.