Analysis of Ad English 1020

UN women recently launched an ad that sheds light on the thousands of web searches that dehumanize women worldwide. The ads created by Memac Ogilvy & Mather Dubai, reveal the sickening widespread of discrimination and sexism against women when phrases such as “women need to”, “women shouldn't” “women cannot” are typed in Google’s search engine. The ads are powerful yet putrid because they show us just how much further we have to go to achieve gender equality. This ad is extremely powerful because they used the most popular search engine in the world. Unfortunately, we come across search choices that are offensive no matter what we decide to search. The worse part about the so called “search choices” is that it is a reflection of what many americans have searched. With this mindset still burned in the minds of many people, I want to state how this particular ad is more than effective at showing woman are still being dehumanized.

In the ad created by Memac Ogilvy & Mather Dubai, there are three beautiful women who are staring you dead in the eyes. Their stares seem to call out for help, scratch at your soul, beg for help. They beg for you to listen to THEM and not believe the google bar that forces them into the “women need to”, “women shouldn’t”, “women cannot” box. The search engine covers their mouths and the only thing to the women can do is hope you hear their cry for help. Many women never get to say that something is happening they hope someone can look in and realize something isn't right. The ad appeals to pathos because a part of you can’t help but be offended as women. I know for myself, I want to vote, I’m more than a wife, I love speaking my mind. The search boxes shove us into a trap and we’re stuck again. I know most women love working, love boxing, love voting and see this ad is preposterous. This ad also, appeals to logos because it persuades an audience to actually forces you to make a choice. Are you going to sit back and let women be treated this way or are you going to “allow” women to speak their truths. This ad forces you to realize something isn’t right.

“ A 2012 Small Arms Survey says gender-based violence is at epidemic levels in Guatemala and the country ranks third in the killings of women worldwide.” (CNN) A woman named Adelma Cifuentes was frightened, alone and lived in continuous fear that her abusive husband would strike her. As a young mother of three with barely a third grade education, Adelma felt completely trapped. The abuse began as name torment, humiliation and name-calling escalated into beatings so severe Adelma feared her life would end. One day, two men with shotguns showed up at her house with orders to kill her. Adelma’s life would’ve been over after the first shot was fired, had her sons not dragged her inside their home. With a deeply conservative community, the neighbors called for help two hours later. Adelma lost her arm due

to the fear that is spread within the community. The abuse didn’t stop. Adelma’s husband continued his abuse and threatened to rape their daughter unless she left their home. Adelma finally decided to stand up to not only protect herself but to protect her daughter. She decided to seek out justice for women who were just being killed because they weren’t considered human. Adelma isn’t the only women for this to happen to, according to the United Nations, two women are killed there every day. Women are vulnerable because there is a deep-rooted gender bias and a history of misogyny. When women are killed in Guatemala, the killings are carried out with disturbing brutality such as rape, torture and mutilation. Many of the killings never make it to court. Guatemala’s hatred for women has spread so far that it will be hard to get the courts to handle the explosion of violence.

Mahatma Gandhi once stated, “Of all the evils for which man has made himself responsible, none is so degrading, so shocking or so brutal as his abuse of the better half of humanity; the female sex (not the weaker sex).” A few years ago, a student left a bar and was approached by a gang of at least 18 men. They dragged her into the road by her hair, tried to rip off her clothes and smiled at cameras that filmed the incident. It all happened on of Guwahati’s busiest streets - a buzzing three-lane street with continuous beeping horns and trucks. But, twenty minutes went by and no one called the police, which could’ve been easily done. Many of the people surrounding the area had cell phones, but they recorded the incident instead of calling for help. The recorded men yanking her bra off and groping at her body while she begged for help from anyone surrounding her. “We know she begged for help because a cameraman from the local tv channel was there too, capturing the attack for his viewers’ enjoyment. The woman was abused for 45 minutes before the police arrived.” (The Guardian) The victim's friend Bitopi

Dutta stated, “ The way it was filmed, the camera was panning up and down her body, focusing on her breasts, her thighs.” (The Guardian) The story ends that the woman was questioned and examined. No one was arrested and the story goes that she was “extremely drunk.”

“Husbands, not strangers or men with guns, are now the biggest threat to women in post- conflict West Africa.” (The Guardian Africa) In December 1998, a Kenyan officer, Felix Nthiwa Munayo, arrived home late and demanded meat for dinner. There wasn’t any meat in the house no was there a way to get the meat. Enraged

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