TOW #6: Gun Safety Advertisment

The words at the bottom may be difficult to read, so they are as follows:
"We won't sell Kinder eggs in the interest of child safety. Why not assault weapons?"
with the URL momsdemandaction.org.

This advertisment is sponsored by Moms Demand Action for Gun Sense in America, an anti-gun organization formed in the aftermath of the Sandy Hook Elementary School shooting.  It depicts a boy holding a Kinder egg, a plastic egg surrounded by thin layers of white and milk chocolate that holds a small toy, and a girl holding an assault weapon.  The ad criticizes the idea that Kinder eggs, which are sold in Europe, are banned in the United States because of the choking risk, but that assault weapons are not.  It can be assumed that Kinder eggs can be substituted by other non-threatening products that are banned in the name of child safety.  
Many written works mention or evoke colors in order to set a mood, and this ad does something very similar.  There is not much light in the ad, but there are a lot of shadows and drab colors, including various shades of gray.  This creates a dark or depressing mood, appropriate for the serious subject matter.  Also prominent are elements of juxtaposition: one between the black, dangerous gun and the innocent, colorful Kinder egg, and the other between the young girl and the gun.  The former aims to make viewers believe that Kinder eggs and other products are harmless and that assault weapons are too deadly to be legal, while the latter shows that assault weapons do not belong anywhere around children, let alone in their hands, thereby supporting the aim of Moms Demand Action.
The ad can be thought-provoking or confusing to look at, depending on the viewer.  It is obvious that the advertisement wants to convince people that assault weapons are dangerous, should be banned, and that the fact that they haven't is ridiculous.  However, for those who have never heard of Kinder eggs, the message is confusing, and many believe that banning them is sensible because of the choking risk.  Consequently, the ad's message would not really reach or affect these people, though it would affect those who fully understand what the ad is saying.

Link: http://adland.tv/files/imagecache/postimage/media/print/ChooseOne3.jpg