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Agreed, that the target of the ad would be women who are abused. The abusers (I'm going to go out on a limb here and say they are mainly male) are not watching TV, but out getting drunk.
I'm not a psychologist here, but from what I understand most abused women, who don't leave the abusive husband, try to rationalize why they are being abused. For example, I must have done something wrong, thats just the way he is, etc. This ad is a GREAT juxtaposition, that this is not normal behavior and is not acceptable under any conditions.
The only reason why I say it should be shown later at night is that if a kid, who is not in an abusive home and has not seen anything like that before - should not be subjected to that sort of violence.
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