In college, our student-run TV channel constantly played this PSA about domestic violence. All you saw was a 4-year old boy coming down the stairs at night, awakened by an argument between his parents. It just zooms in closer on his face as their offscreen shouting escalates and you hear his father smacking his mother:
"No, you wanna' know what hurts? (SMACK) THAT's what hurts! (WHAM)--THAT's what hurts!"
It ends with the tagline: "Children have to watch domestic violence; What's YOUR excuse?"
Because it was the campus station, all it could air were PSAs. I frequently worked on the crew of various shows, and you could hear whatever ads were running over the headsets during the breaks. Once, as that particular one aired for the unpteenth time, I heard someone in the control room ask the crew, "Okay, I don't mean to make light of violence against women or anything, but am I the only one who cracks up every time I see this ad?" Well, I never laughed out loud myself, but my freshman roommate had, and no one at the taping acted like it was an objectionable comment. And I didn't think it was either.
While it did get its message across, there was something cheesy and silly about the ad. In fact, even the most effective public service announcements can come across that way after the 2nd or 3rd viewing. Maybe that's why the G.I.Joe PSAs burned their way so deeply into the hearts and minds of my generation: they weren't any more ridiculous than "real" PSAs.
I'd like to say I was just amused by the ad itself but...
...well, an episode of Moral Orel last season somehow made me laugh out loud at a woman being brutalized by a clown to teach a lesson about turning the other cheek. So maybe it's about context. Like how a bloody, graphic dismemberment in a movie can be horrifying or funny depending on whether Dario Argento of Peter Jackson is directing. I dunno.
_________________
No one in the world ever gets what they want,
and that is beautiful.
Everybody dies frustrated and sad,
and that is beautiful.
-TMBG