Antoinette Saner

This month the UK has come under scrutiny for the use of shock advertisements in a marketing campaign that heightens the awareness of domestic abuse.

The shocking advertisement features Keira Knightly being beaten by her violent boyfriend. As the man hits her over and over again, she falls to the floor screaming and the man continues to kick her again and again.

The scene ends with the words "Isn't it time someone called cut"? It is followed by announcing a statistic that two women die of domestic violence every week.

The ad called "Cut" was produced by Women's Aid, a British charity whose purpose is to raise the awareness of domestic violence. The ad is part of the ACT campaign:
“Admit domestic abuse is a problem,
Call it by its name and
Talk to someone”.

The ad has been banned from British television on the grounds that it was too graphic. Complainants state that the ad promotes violent behavior against women. My first thought when I saw the ad was “Really, this is too graphic?” If this is too graphic then why doesn’t anyone bother complaining about the photographs of battered women in subways or on billboards and on the posters for the domestic abuse hotline?

This form of advertising reaches thousands of people each day. Using scare tactics to deliver a public service message or to sell a product is all around us. Ads in newspapers, magazines and television and those posted in public are all legitimate forums used to deliver the message to the masses.

This controversial ad has been banned from television by Clearcast. They believe it is too violent.

Here’s the ad: YouTube - Cut Movie - Keira Knightley How do you feel about the "Cut" ad?

Graphic Credit:
Sabrina Segal