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Rhode Island Coalition Against Domestic Violence Ads

Adrageous: Domestic Violence Prevention Ads Take a Beating

"It's not OK to treat a woman like one," reads the clunker of a headline on the new ad campaign for the Rhode Island Coalition Against Domestic Violence.

Is an ad that invokes violence against women in its imagery an effective way to combat domestic violence? (Take this ad — please! — which shows a slab of raw meat on a hook in a bustier.) What do you think of public service announcements in general — do they reach their target audience?

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jazzytummy jazzytummy 8 years
I think the point is that men have to break the Code of Silence, and have to be vocal against other men that abuse women. Unfortunately, the "Bros Before Hos" attitude is rampant, and starts at home as well, when boys are young. Just because a guy doesn't abuse you doesn't mean it's ok for him to look away when another man does that to a woman. I think this is the target audience, not the abusers, because we all know, no ad is going to change that.
danni2009 danni2009 8 years
Yeah, if a man is going to beat his girlfriend up, this is hardly going to stop him.
RaCheer RaCheer 8 years
I like this ad...I just wish it was enough.
RockAndRepublic RockAndRepublic 8 years
I appreciate the effort. But this seriously starts at home.
leslievanhouten leslievanhouten 8 years
I agree that a PSA is not going to stop an abusive man to stop assaulting his wife or girlfriend, but I do like the last line that tisgirl called out. I once read a fantastic blog, written by a man, on why men should speak up if one of their buddies is saying or doing something incredibly misogynistic or sexist or abusive...basically, silence equals compliance or a relational variation of the bystander effect. And I think these PSAs, would be much more effective targeted to men who already think they are "good", but need a call to action to just speak up. "All that is necessary for the triumph of evil is that good men do nothing."
ferret ferret 8 years
I'm glad it's put out there; it shows that domestic violence is out here, and that it's not acceptable. It gives us a definition about what is considered wrong. I remember when I was younger, people would just accept that it happens in some families - it was a private matter and that's the way some dynamics worked. It wasn't really about someone getting hurt.
Chrstne Chrstne 8 years
I think the message is a good one, very clear. But this is directed towards abusive men -- and abusive men will not stop abusing because they see a catchy or witty ad. Life just doesn't work that way. Nor will it provoke women to take a stand. The average joe will say "Yes, don't hit your wife/girlfriend/etc" but a real abuser? That ad will do nothing. Nice try, but it won't change someone's behavior.
Monique-Marie427757 Monique-Marie427757 8 years
I really do not think the ads will be effective because men who hit women usually believe that it is ok to hit women because that is what he was taught or what has seen as he was growing up. Women tend to get the woman battered syndrome to which she will defend her man anyway she can even though she is being abused because she is either frightened of leaving, refuse to leave a pet behind, or believes she deserves to be treated as such. I personally think that men who beat women will laugh at the ads, especially the one showing the piece of meat, I can almost hear the abuser saying to his buddy, "This is what ------- looked like last night after I got done with her."
Could this be in reaction to the non-reaction of Hollywood males to Chris Brown's behavior? I just wish women valued themselves more and were strong enough to get away when that first hand is raised.
GlowingMoon GlowingMoon 8 years
Personally, I like this ad. In my opinion, it's an accurate analogy. While it seems that the target audience may be men, I hope it will reach women, too. Unfortunately, I think many women accept the abusive behavior (or make excuses for their men). Perhaps they will realize they are NOT a physical (or emotional) pushing bag, and will NOT accept the mistreatment. JMHO.
mamasitamalita mamasitamalita 8 years
totally agree, tlsgirl. if you make it a masculinity thing, that would be more powerful. real men don't hit, stuff like that. be a man and stand up against DV.
lilkimbo lilkimbo 8 years
Tls, I like that line a lot, too! I didn't even see it. Thanks for pointing it out.
tlsgirl tlsgirl 8 years
I do like the fine print line ("Most men agree, but few speak out. Please, be heard. A man's voice is an effective way to change demeaning societal attitudes towards women"), and wish it stood out more.
Pistil Pistil 8 years
I always find they seem to try too hard to be effective, too hard to be shocking, and it comes across to me as awkward and maybe naive...?... like those social issues posters they made us make in middle school, when few of us actually had any experience with what we were preaching. And technically the poster hasn't swayed me in any way, since I already agree with it.
ladyrox1981 ladyrox1981 8 years
I don't know how effective this (or probably any) public service ad campaign will be against actual offenders, but I'd certainly be inclined to believe that they work on younger populations, particularly pre-teens. (Hello, "this is your brain on drugs" campaigns.) As for this particular campaign, I think the punching bag in a dress is a novel approach and a new way to address the topic. The piece of meat one could probably use some reworking however, because to treat someone like a "piece of meat" isn't quite the same as actual violence against women.
Chouette4u Chouette4u 8 years
I like the ads, but since I am not someone who hits women, I don't know if they might convince someone to stop being violent. As for whether or not PSAs reach their target audiences, I don't think it matters if people see them or are aware of them. It's only important to study whether or not they actually change people's behavior. If we're spending millions of dollars on clever posters trying to convince people not to drink and drive, beat their wives, do drugs, or whatever, we should make sure they are actually effective. If it's not working, we need to take a different approach and find something that works.
lilkimbo lilkimbo 8 years
I have nothing against these ads in particular, but I don't think domestic violence is a problem that can be solved with something so trivial. It's not as if someone who beats his wife will see this and think, "Oh, it's not OK? I guess I won't do it any more!" I'm pretty sure 99.99% of batterers know that society thinks what they are doing is wrong, even if they don't believe it's wrong.
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