In the Moms Demand Action advertisement, there is a major question being asked to a reader of how the store Kroger allows a person to be able to carry a firearm into the store but at the same time does not allow anyone to possess a skateboard in all its stores. This advertisement is bringing into question how Kroger can believe that a skateboard is more dangerous than a firearm being in a store. 

The advertisement through how it puts only males in the photo may be trying to appeal more to a female demographic and with how the add is being funded and produced by the Moms Demand Action it goes to making it more aimed towards a female audience that most likely has negative views about guns. This add is also trying to sway anyone who shops in Kroger by telling them some of what they believe to be hypocritical rules that Kroger enforces as a store. The focus of the person viewing this add is drawn to two people in the center of a isle in a supermarket. The person on the right of the isle is an older looking man with a assault rifle hanging underneath his armpit standing straight up with a very stern look on his face. To the left of the isle is a teenager with one foot on a skateboard with his poster being more hunched over with a semi depressed look on his face. By placing two very contrasting people in appearance next two each other this is adding a sort of stereotype of the typical firearms owner compared to what the maker of the add believes is what the typical teen in America looks like. By doing this the maker of the add may be trying to imprint on the audience that there is something of a divide between firearms owners and everyday people. The way this advertisement also creates this divide is by how both people are staring straight forward at the camera where most people would have acknowledged another person next to them. These two men look like they want nothing to do with each other. This advertisement appeals to people who value life and want to stop people from possible hurting others with firearms by getting rid of assault weapons or stopping people from being able to carry them in public.

This advertisement could bring out several emotions from people. One major emotion I could see is fear with how the advertisement has an assault rifle in it. The people who don’t know about firearms look at and automatically assume that it is a military grade machine gun. The advertiser could have put in another firearm such as a hunting rifle and may have gotten a less emotionally result but with how the media has portrayed assault weapons as evil this could make someone scared. The other emotion that this add may bring out of a viewer would be anger. By showing how Kroger allows firearms in it stores but does not allow skateboards this could make some one aggravated about how Kroger is allowing weapons in their stores and possibly make them stop shopping at Kroger. The advertiser also uses colors to possibly influence a viewer the text to the right-hand side of the add by using red lettering on only three words “Guess Which One” this read lettering shows a emphasize on the words but also by using the color red it paints a more aggressive tone of the words. 

This advertisement gives a very wide view of the isle but leaves several things to the viewer’s imagination the add says that the gun is loaded but by the way the gun is angled you cannot tell if it has any ammunition in it. It also does not show if there are any more people in the store. The advertiser by creating this situation may be putting a very skewed view of how many people carry firearms in public. This false portrait of reality is how most people don’t walk out of there house carrying their assault rifle and go to the supermarket. Even if someone did this there would be to many people getting near them especially a teenager just deciding to walk up next to them. With reality, many people carry firearms in public for self-defense and go about their day armed but have a Concealed Carry License which allows them to carry a firearm without anyone knowing it. In most states a person cannot openly carry a firearm and if they would walk out of their house they would be arrested. To make this image more appealing to people who don’t like firearms the advertiser tricks the viewer to believing that situation can happen in any Kroger store. The text in this add is a big part of what they add is conveying to its audience through it asking the question of which one is welcome at Kroger and then going into stating Kroger’s store policy that skateboards are unsafe. This Add goes to the point of adding its own hashtag in the bottom right-hand corner which is Groceries not guns. The creators of the add seem to have this preconceived notation that the viewers of this add don’t like firearms and believe that they are unsafe with a special emphasize on the AR/15 rifle that is portrayed. The creators through portraying an older man possible believe that their audience is going to be younger then him and closer to the teenagers age. The major cultural issue that is brought up in this advertisement is how the second amendment is allowing people to possess dangerous weapons that can kill people and how there are very little checks on gun owners and that there are even some places out there such as Kroger that appeal to gun owners and allows them to carry a firearm in their stores but won’t allow a teenage to bring a skateboard in a store. 

In this advertisement by Moms Demand Action the issue of carrying a firearm in public in America and specifically in Kroger by asking the audience the question of why does Kroger deem skateboards dangerous but at the same time allows people to bring firearms into their store. 
