The Only Witness Won’t Talk
Women suffering from
domestic violence need
your help.
Whitney Williams
Background Information

Amnesty International is a global movement
of people fighting injustice and promoting
human rights. It is the world’s largest human
rights organization. This year is also
Amnesty’s 50th year in protecting human
rights. This advertisement was published by
Amnesty Internationals advertising agency
DDB Budapest in October of 2008.
What is the main argument of the picture?
What is the main argument of the picture?

Amnesty International uses the advertisement to
create an argument to stop domestic violence. The
toddler is young enough to where she doesn’t know
exactly what’s going on but, she knows it is wrong
and her mother is being hurt. They cannot charge
men who often use domestic violence against
women because children won’t or can’t talk
about what happened and we need to raise
awareness about domestic violence so that
women abused are not afraid to speak out.
Who is the
intended
audience?
Who is the intended audience?

The intended audience is anyone
who knows someone who is
being domestically abused or
even someone who is being
domestically abused themselves.
The ad is trying to get people to
speak out about domestic
violence.
What is omitted from the advertisement?
What is omitted from the advertisement?

The arms, legs, and the rest of the toddlers
body are omitted. The advertisement is just
wanting the audience to focus on how the
child feels and the fact that it is the only
witness to the domestic violence occurring.
Does the removal of
the words change
the message?
Does the removal of the words
change the message?

Yes because all you see now is a crying
child. It could turn the advertisement from
being about domestic violence to child abuse
or a number of different things.
What is the ethical appeal of the ad?
Ethos

The Amnesty International logo at the bottom
left is the ethical appeal. The lighted candle
represents hope and the barbed wire
represents the prisoners that Amnesty
International is trying to help.
What is the emotional appeal?
Pathos

The emotional appeal that is given off by the
little girl crying is sorrow. Amnesty wants the
audience to feel pity for the child and the
people being domestically abused.
What is the logical appeal?
Logos

The logical appeal in this advertisement is
the fact that children of that age usually
cannot speak up for what they have seen
because they do not purely understand it yet.
Even if the children are old enough to
understand, it would be hard for them to hurt
their dads by telling on them.
Citations


Marzouq, Samer. "Amnesty International the
Only Witness Won’t Talk, Stop Domestic
Violence." Amnesty International the Only
Witness Won’t Talk, Stop Domestic Violence.
Amnesty International, 2 Mar. 2009. Web. 10
Oct. 2012.
"End the Cycle of Violence."
Amnestyusa.org. N.p., n.d. Web. 10 Oct.
2012.