For centuries women have been fighting for equality and as time has progressed there have been many improvements in women’s rights. Even with all these improvement there are still many fallbacks in women’s rights; a group has risen to fight these inequalities known as feminist. Feminists are defined as people who believe that men and women should have equal right and opportunities (Merriam-Webster). The four images that will be analyzed come from an advertisement made by The United Nations Entity for Gender Equality and the Empowerment of Women (UN Women). These ads were released about a year and a half ago, but continue to be relevant to women’s rights and feminist ideals. People continue to fight against gender inequality and these images have a strong message to send that encourages people to get on board.
The images that will be evaluated all come from one single campaign used to persuade people to become pro feminism. They successfully use both ethos and pathos to strengthen their argument. The advertisements all have a common target audience; the target audience are both men and women most likely middle aged or younger who will recognize the Google search bar and its significance to the ad. The recommended searches are said to be genuine recommendations. The dark shading surrounding the women gives the ads an intriguing feature. The images all have a common goal and display it in similar ways; however they are each different.
Image one features a woman wearing a hijab whom is most likely Muslim; while this is not known for certain it is assumed. Her facial expression is blank and neutral. The words from the Google search bar say things a “women needs to” do or be, while underneath is said “women need to be seen as equal”. The message being sent is that the worlds view of what women need to do is skewed and what they really need is equality. The darkness surrounding the woman’s face draws attention to the white areas. The placement of the Google bar above of the other words is done most likely because people read from top to bottom leading to the white font having a stronger last impression. Ethos is presented in this ad in the form of the Google search bar; it is an easily recognizable and credible source that represents the world’s views. Pathos is represented in the woman’s blank stare that has a hint of sorrow; emotions are being affected with this image.
The second image depicts a Caucasian woman with a similar facial expression to the women above; however her eyes seem to be less sorrowful. The messages from the Google bar are things that society thinks women cannot do. After the list of things women cannot do according to society there is a note adding, “women cannot accept the way things are”. The two ads have the same goal and thus a similar message insisting that women shouldn’t wait for men or other women to change things but instead should take a stand and change things themselves. Having the same placement as the above ad is for continuity along with the added effect of a strong last impression. Ethos is used within the same context as the above image while pathos is a little less present in this image because of her eyes. This might be a personal interpretation because it seems a little weird that they wouldn’t continue on this path.
In the third ad there is a woman of color. Her face is very neutral but her eyes have a strong way to them but they look like they’ve been through a lot . The search bar now shows things women should do or have followed by the real message that “women shouldn’t suffer from discrimination anymore”. The things that are displayed in the box are things that were resolved in much earlier times and should be excepted, yet they are still things that society believes women should not be able to do. While there has been change over the decade this ad explains that it is not enough and that discrimination should be eliminated. Persuasion to follow the ads ideas is executed using ethos and pathos. Ethos is recognized in the search bar and the use of pathos is conveyed in the eyes. The eyes have this tint of power but it is as if they are being silenced.
In the last image there is an Asian woman. This woman has a blank expression like the other three women in this campaign; however this woman has a blank stare. The search engine now shows thing women should do; while this may in writing sound like a positive thing it is quite the opposite. While the search shows negativity the message under all is that “Women should have the right to make their own decisions”. This message is very important to their overall argument because it gives women a voice and an identity that is often taken away from them. Ethos is used in this image the same way as in the above images while pathos is less present in this picture because of the lack of emotion in her eyes.
In conclusion, the UN Women successfully encourages people to fight for equality. The use of different races of women extends the target audience to make ideas more relatable to a wider range of people; these women can relate to men additionally, as they might remind them of mothers, sisters, daughters, or friends. The eyes are thought to be the window to the soul, which is one possible reason why they are not covered but instead embraced. The reason the mouth is most likely covered is because women are being sliced by society and this is signified in the image. This campaign does a great job in defending feminism, which currently has a negative connotation, and turning the bad views of society into positive ones.