• The “ad” begins with a wide camera shot of a loving couple in a church getting married, with family and friends supporting them. There are colorful flowers decorating the church’s benches, making the scenery romantic and inviting.
• Once the vows begin, the camera angle zooms up on the bride and groom’s faces as they look into each other’s eyes with passion. The couple maintains eye contact which symbolizes the deep connection the couple has made together over time.
• Next, the camera turns the opposite direction and focuses on the parents/grandparents of either the bride or the groom. The elderly couple is smiling, honored to partake in the ceremony combining two families. The parents/grandparents are proud of the couple in front of them.
• As the sacred vows continue, the couple continues the intimate eye contact. The groom gently strokes his bride’s hand to comfort her and show affection as she continues her vows.
• The wedding scene in the “ad” doesn’t seem anything out of the ordinary… if you’re viewing the “ad” silently. However, once the commercial is viewed with sound, the entire dynamic of the situation drastically changes. The commercial isn’t portraying a loving, healthy relationship. The bride begins the vows with “I vow to make excuses when you humiliate me in public”. This sets the unusual tone for the video, having the audience wonder “Why would the bride say something like that?” The audience is now informed that there’s a huge problem in the couple’s relationship.
• The bride continues her vows by saying “…forsake my friends and family when you isolate me, to devalue myself less when you belittle me. I vow to blame myself when you hit me and to fear for my safety and the safety of our children till death do us part”.
• I analyzed the video and concluded the bride’s vows in several different ways. The bride may have experienced abuse by her partner before and thought things would change for the better once they’re married. The bride may have also been thinking the words in her mind but the commercial told us her inner thoughts. The bride may actually love her partner but ignored the early warning signs of abuse and the vows foreshadow her depressing future.
• There are many ways to interrupt the Ad Council video on domestic violence. Regardless of which way you interrupt the domestic abuse scenario, there’s a strong message at the end. It’s important to remember that things aren’t always as they seem. The couple in the “ad” looked happy on the outside to all their friends and family, but the audience knows that’s not the truth. The video also displays the idea that “things aren’t always as they seem” perfectly by having the couple look happy the entire time at the wedding. The audience wouldn’t of viewed the couple more closely if the sound wasn’t attached.
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Counterintuitive Spring 2024 
The link for the YouTube video keeps disappearing. So if the link isn’t attached with the words “DOMESTIC VIOLENCE” then the link is https://www.youtube.com/watch?v=MyD1lK8qr14
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Thanks, tagf. I see what you mean about the link. https://www.youtube.com/watch?v=MyD1lK8qr14 I found it by searching Ad Council Domestic Violence Wedding at YouTube, but it isn’t actually an Ad Council production; it’s from the Crystal Judson Family Justice Center. A technicality. This is a perfectly appropriate choice for the assignment.
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Feedback was requested.
Feedback provided. —DSH
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OK, tagf, let’s rock.
Global Comments:
This is strong work, tagf. I admire your choice to analyze the video silently, so that you could describe the scene as it looks. As you indicate, the seemingly idyllic relationship between the bride and groom “looks” entirely different once we hear the bride’s vows.
Now, if you please, can you devote some time to analyzing what might be counterintuitive about the ad? It’s not part of the original assignment, but in a course such as this one, essays that appear in your portfolio will benefit from striking a counterintuitive note.
—A certain amount of sacrifice is explicit in the traditional vows: in sickness and in health.
—We don’t think to interrupt the ceremony when brides promise to stay through wealth or poverty.
—When the minister asked the ordinary question: “Can anyone show cause why these two should not be joined?” Think about that one. (The voiceover actually says: “Speak now,” although it does not say, “or forever hold your peace.”)
—Is there any parallel between what the bride promises and what some members of the congregation might know about the groom? About the bride?
—Are we ignoring anything when we watch this ad? When we attend this wedding? The voiceover tells us not to ignore domestic abuse.
Food for thought as you consider revisions throughout the semester. The more we talk about counterintuitivity, the more these questions may resonate with you.
One last question. What does this sentence mean? The audience wouldn’t of viewed the couple more closely if the sound wasn’t attached.
Grade Code 6E5
Critique the critique: If you appreciate receiving feedback, tagf, please reply to indicate whether you found the critique helpful or not, and if so, how it was helpful.
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I appreciate the feedback I received. I was able to incorporate your advice into the visual rewrite assignment to strengthen my writing. I didn’t realize the counterintuitive aspect of the video when the voiceover says, “Speak now,” but doesn’t include, “or forever hold your peace.” I’m glad you brought that concept to my attention because I found it very interesting and it allowed me to elaborate on the idea when I edited my paper .
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