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Kill The Gun Analysis

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Nothing is more terrifying to most parents than the idea of their child being harmed. In August of 2007 a black based radio station named Choice FM in the UK plays on this fear with the use of a television ad focusing on public interest calling for gun control with the slogan “Stop the bullets. Kill the gun”. Imagine a scene opening with an egg on a stand in front of a solid blue background resembling water and intense opera music playing in the background. A bullet cuts through it instantly, and the egg is replaced with a glass of milk that is almost instantly impaled by another bullet. The cycle continues with the next few items including an apple, a bottle of ketchup, a bottle of water on its side, and then a watermelon. Suddenly, a young …show more content…

The egg for example resembles the shape of the boy’s own head and is very fragile with gelantine-like contents being expelled upon impact. The bottle of water and watermelon serve a vital purpose in appealing through logos with the sheer precision of the trajectory being shown as the bullet cuts through the water and how effortlessly the bullets tears through a thick watermelon. Watching these bullets eradicate the items on screen gives the audience an idea of how powerful guns truly are. With the combination of item choice, the slowing down of the bullets to show the audience just how relentlessly the bullet causes damage is a real life example of why guns are to be associated with true harm they …show more content…

Many black individuals feel persecuted by ad stating that there was no need for only a black boy to be a target when they had multiple objects therefore feeling as if that gives ground for having multiple children of different backgrounds. Others went as far as saying that the use of the watermelon being shown before the boy’s head alludes to racist undertones oblivious to the fact that the ad was created by a black based radio station. This uproar given by the audience makes it evident that ad did not persuade or add support to their cause. On the other hand, outside of the target audience, you have Caucasian members of UK population stating that this ad is portraying a black boy due to the fact that gun violence is a minority problem or even as going far as saying that the target audience is playing the “race card”. The ad did not have members of the intended audience responding to the forum calling for action on gun violence/regulation. There are many individuals outside of the intended audience supporting and praising the ad, others stating that they are disappointed in the fact that the bullet didn’t slice through the boy’s head. On the other hand, there are African-Americans who do feel like the black community as a target audience and the representation of that was executed perfectly and that the ad was

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