This is an example of a domestic violence advert from the Woman's Aid campaign. The images shown were too graphic to be shown on TV so it was banned. The advert shows the life of a normal woman and how she is beaten by her partner when she gets home. From the start of the advert there are no signs of violence which are yet to be shown which creates suspense and shock amongst the audience. Midway through the advert as she pulls up to her house a siluet of man standing in a window watching her is shot from a low angle to emphasise his power and strength over her. He looks like a dark mysterious figure, this adds a sense of fear amongst the viewer and we are then shown a close up of her facial expression which is shot from a high angle to reinforce the power he has over her, watching her. Broken glass and blood are shown in the flat indicating danger and the tone of the female protagonists voice changes to a more scared tone along with her facial expressions which show fear in her. Throughout the conversation between her and her partner, the camera is fixed behind the shoulder of the man focussing on the females facial expressions and reactions making her the focus of the advert. Towards the end of the advert, the camera tracks backwards showing that they are on a set that is empty. The lighting used is dark around the set making the focus on the woman being beaten. The fact that they are on a set means it is not real however the empty set denotes that they are alone and she cannot call for help.
"Advertising censors have branded an anti-domestic violence advert starring Keira Knightley too shocking for TV, and are refusing to allow it to be broadcast unless key scenes are cut.
The gripping ad shows the actress returning home from a film set, where she is confronted by a violent boyfriend who accuses her of having an affair with a co-star, before launching into a vicious attack. The disturbing footage ends with Knightley left sprawled on the floor, being repeatedly kicked." - Taken from -
http://www.independent.co.uk/news/media/tv-radio/too-violent-knightley-advert-banned-from-tv-1674393.html
Taken from - http://news.softpedia.com/news/Keira-Knightley-s-Anti-Domestic-Violence-Ad-Banned-from-TV-110255.shtml
Directed by John Wright, the advert was something that Keira did voluntarily for the Women’s Aid organization, to raise awareness on the fact that as many as two women die every week from injuries sustained at the hands of their partners. Because of this, she too felt that the ad needed to be as close to real as possible, meaning, to show her lying on the floor, trying to protect herself from being kicked in the stomach by her onscreen boyfriend.
As it happens, it was precisely this scene that bothered Ofcom, as well as the one in which the boyfriend slapped Keira so hard she hit the floor. What’s more disturbing, the media watchdog says, is that, as the camera pans out, the viewer has more than enough time to take the scene in – with Keira on the floor, being brutally kicked in the abdomen. Should Women’s Aid and the advertising agency Grey London agree to take out the most violent scenes, then perhaps the ad would stand a chance of getting air time on British television, it has been hinted.
Nevertheless, that would mean compromising and not sending the message across, a spokesperson from Grey London Advertising Agency tells the aforementioned publication. The entire ad is about violence against women, and taking the violence out of it would make the entire campaign redundant. Moreover, the idea behind the campaign was to create controversy and, in this sense, it has more than done its job, especially now that the ad has been banned.
“The reason we are still in conversation with Clearcast about it is because it is too violent. Part of the campaign is to raise awareness about domestic violence, and spark debate, which the advert has done, even if it doesn’t make it on television.” Chris Hirst, managing director of the agency behind “The Cut,” says. The ad continues to be available online, both on the official website of Women’s Aid and on countless other outlets.
Taken from - http://news.softpedia.com/news/Keira-Knightley-s-Anti-Domestic-Violence-Ad-Banned-from-TV-110255.shtml
Directed by John Wright, the advert was something that Keira did voluntarily for the Women’s Aid organization, to raise awareness on the fact that as many as two women die every week from injuries sustained at the hands of their partners. Because of this, she too felt that the ad needed to be as close to real as possible, meaning, to show her lying on the floor, trying to protect herself from being kicked in the stomach by her onscreen boyfriend.
As it happens, it was precisely this scene that bothered Ofcom, as well as the one in which the boyfriend slapped Keira so hard she hit the floor. What’s more disturbing, the media watchdog says, is that, as the camera pans out, the viewer has more than enough time to take the scene in – with Keira on the floor, being brutally kicked in the abdomen. Should Women’s Aid and the advertising agency Grey London agree to take out the most violent scenes, then perhaps the ad would stand a chance of getting air time on British television, it has been hinted.
Nevertheless, that would mean compromising and not sending the message across, a spokesperson from Grey London Advertising Agency tells the aforementioned publication. The entire ad is about violence against women, and taking the violence out of it would make the entire campaign redundant. Moreover, the idea behind the campaign was to create controversy and, in this sense, it has more than done its job, especially now that the ad has been banned.
“The reason we are still in conversation with Clearcast about it is because it is too violent. Part of the campaign is to raise awareness about domestic violence, and spark debate, which the advert has done, even if it doesn’t make it on television.” Chris Hirst, managing director of the agency behind “The Cut,” says. The ad continues to be available online, both on the official website of Women’s Aid and on countless other outlets.
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