Ideologies

Waterboarding,  along with other torture techniques, are used by the CIA and other corporations and it needs to be stopped.

Visual and Narrative Techniques

For fifty seconds of the one minute and thirty one second long advertisement, all we see is quite visually stunning water being thrown around in slow motion. As it lasts for so long the audience is left wondering what this advert is even about and what is the point in it, when we finally see what is going on and the music cuts it is really uncomfortable to watch. We see a man obviously struggling to breath while tied down as three people pour water into his mouth practically suffocating and chocking him. We then see the other methods used to torture people that sound equally shocking and upsetting, making us want to stop this cruelty.

Advertising Techniques

This is very shocking for an audience because we are not exposed to the realities of what companies such as the CIA actually do and what techniques they use to get answers/punish people with therefore when we see this happening, we are shocked and uncomfortable seeing someone in so much pain. It challenges our need to nurture, we feel as though it is our duty to help people who are subjected to this torture.

What Works

Again, the use of shock tactics and uncomfortable/taboo subject matters used in the advertisement make a large impact on the audience, however, the amount of time spent on shots of the water becomes tedious.