"Think B4 You Speak" Ad Campaign

When searching for ads to analyze, I stumbled upon the "Think B4 You Speak" ads.  I had a very difficult time choosing just one, so I decided to show a few from the campaign as they each portray the same message.  With the use of pathos, these ads spark emotion in their audience by conjuring strong feelings against the use of the phrase "that's so gay" and picturing teens who look upset or hurt. The dominant yellow phrases shown in the ads relate to a wide range of audience members by attacking stereotypes and showing that "gay" is not just a word, but a type of individual or lifestyle.  It emphasizes that we should start associating the phrase with those individuals and realize that our words can be hurtful and offending. 

Most people would not say things to deliberately hurt others when describing something that they believe to be "uncool" or something with which they do not agree.  For example, we would not say that something is "so gamer guy who has more videogames than friends."  That would be ridiculous and extremely stereotypical.  Therefore, we should view the phrase "that's so gay" in the same manner.  As the audience reads on, we are struck with the main point of the message.  In small print, the ad bluntly states "Think that's mean? How do you think 'that's so gay' sounds? Hurtful. So knock it off."  These ads contain such a strong message that forces us to think about the things we say and about the individuals around us.  The power behind this campaign makes it extremely hard not to be moved by their message and realize it is imperative to "think before you speak."