Thesis

Thesis

By situating two sharply different people in a grocery store setting, Moms Demand Action deftly raises the notion of an unwanted paradigm shift in American culture and also challenges the logic of the Kroger grocery chain’s policy on permitting loaded guns in its stores; in fact, Moms Demand Action makes it look ridiculous.

Character

Character

Character

• The juxtaposition of a little girl holding an ice cream cone with a young man carrying an assault weapon illustrates the absurdity of Kroger’s gun policies.

• The presence of the young man is dimensionalized by the subtext the possibility of his ethnicity implies.

Place

Place

• Situating a man with an assault weapon in a grocery store is intended to force viewers to reconsider their assumptions about what it’s like to live in the United States.

Style

Style

• Through careful construction of the frame and deliberate color choices, viewers are forced to reconcile their own idea of what constitutes danger with Kroger’s.

Argumentation

Argumentation

• Mom’s Demand Action argues that Kroger is challenging the commonplace that there are more reliably safe places than not in the Unites States.