On Thursday I had to take the subway at midday because
we had to go from the office of the Bronx to the clinic where pregnant women are
sent for ultrasounds to pick up some leaflets we needed.
On the way back we saw an advertisement for pro-choice
and right next to it a EMC one. They both had a similar design: picture at the
left hand side and at the other hand the text, although each advertising meant
different things.
In the pro-choice ad appeared a pretty smiling young girl
looking very happy, and in the pro-life one appeared a girl who looked anxious
and insecure.
All the ones that were in the subway with me started
to think about the two ads and how it could be that the announcement of something
so horrible as abortion, which I personally know after seeing how girls come
out from Emily's, was more attractive than ours.
We began to think beyond the visual impact it had and started
to think about why EMC had decided to use the picture of a girl with that
expression instead of another one.
We arrived to the conclusion that objectively, the
pro-choice add attracts more but, what's the most important aspect in an add?
The target to feel identified. And I'm 100% sure that mothers who want to have an
abortion feel anxious and insecure.
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