Small type gives the punchline: “If a woman loses her reproductive rights, who knows what rights she could lose next.” The aim is to make women feel any limit on abortion will launch them down a slippery slope to utter servitude. But since nobody believes mandatory-cooking laws are possible, the ad instead conveys the opposite message: that a ban on abortion is of the same order of plausibility (i.e., nil) as curfews for married women. This isn’t an urgent call to arms; it’s an unintended assurance that nothing drastic is likely to happen. Juxtaposing something ridiculous with something unridiculous can make the latter seem akin to the former, and that’s what happens here. Preaching to the converted has its uses, but this campaign preaches to the converted in a way that could turn them back into heathens.
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