The audiences that are being targeted are parents, teachers and people who are unaware of the situation. The visual argument draws attention because of the sympathy of the crying child. There is so much emotion in that little boys’ eyes that make people turn and wonder what the ad is about and how they can help. Parents and teachers want to know ways they can help their children and prevent child abuse. By seeing this ad, it informs people that hurtful words are also a form of abuse. This can make someone realize that his or her words can be cruel and can be hurting others. By advertising this image, many associations will be more aware of verbal abuse and get involved in the cause. A powerful image can really change people’s perspective.