Comparing the Persuasive Techniques Used in Two Charity Fundraising Advertisements

Comparing the Persuasive Techniques Used in Two Charity Fundraising Advertisements
The hardest thing for any charity is to raise money. There is only one way to do this, that is to persuade people to part with their money and donate it to a good cause. The ? Bhopal Medical Appeal? and ?Save The Children? advertisements are two examples of this. Both of these advertisements come from ? The Observer? a broadsheet newspaper. Consequently it is assumed that the target audience is those of a higher education and people who more likely to actually read the advertisement. In both of the advertisements they use very different persuasive techniques. It is easy to see how the two advertisements, both need and want the same thing: the readers? help. However, in many various ways, it is clear that the ?Save The Children? advertisement and the ?Bhopal Medical Appeal? advertisement have distinct ways of reaching out for the readers attention and support. First of all ? Just 10p a day? is used throughout the ?Save The Children? advertisement. This sticks in the reader?s mind and makes them remember the words ?Just 10p a day?, then makes the reader think what their ?10p a day? could do to help save children?s lives.
The ?Bhopal Medical Appeal? advertisement does not use as much repetition as the ?Save The Children? advertisement, however it does show the use of some repetition. Such as ?That night,? words such as these stick in the reader?s mind and make them remember what happened ?That night?, then think about how they can help the people recover from the pain of ?That night?. This also shows the use of short sentences making the ? Bhopal Medical Appeal? advertisement fast paced which increases the tension. From this you can see that the two advertisements use similar techniques; however, the ?Save The Children? advertisement uses more repetition. The two advertisements also use strong adjectives to create an emotive impact on the reader. The ?Bhopal Medical Appeal? advertisement uses adjectives such as ?Severe? ?Filthy? and ?New?. Adjectives such as these tell the reader more about the situation. It also adds to the emotion of the reader, making them think this is not just ?pain?; it is ?severe pain?. Again, the ?Save The Children? advertisement shows a use of adjectives, such as ?poorest, hardest,? and ?generously? make the reader ask themselves if they gave ?generously? to the ?poorest? and ?hardest? working people in this world, maybe they could make a difference with their donation? Therefore adjectives tell the reader more about the situation, help the reader picture an image in their minds, and make the reader question themselves. Questions are also used in both advertisements. Rhetorical questions make the reader feel much more involved, as it is focused directly on the reader. ? Ten pence seems such a tiny amount, doesn?t it?? This is a rhetorical question that the ?Save The Children? advertisement uses. This encourages the reader to believe that ten pence is a tiny amount. The ?Bhopal? advertisement also uses rhetorical questions as a persuasive technique. After we are told how little the people of Bhopal are given, the advertisement asks the reader, ?What will that buy? 300 grams of the cheapest rice?? This makes the reader question themselves asking ?what will that buy?? It also assists the reader in imagining how little these people truly earn. Rhetorical questions such as these touch the reader and urges them to help. This is precisely what the advertisement wants, therefore they have succeeded. The key part of each advertisement is the headline. Both advertisements use what is known as a curiosity headline. The ?Save The Children? advertisement, has many headlines; these are, ?10p a day can save her from poverty? ? 10p a day can help him escape hiv/AIDS? ?10p a day can help stop her having to work to survive?. This makes the reader wonder and question to themselves, What is this advertisement about? The ?Bhopal? advertisement uses a strong curiosity headline. The headline gives no clues as to what exactly the advertisement is about. The title is ?And Men Shall Drink The Blood Of Men.? The connotation of this headline makes the reader feel inquisitive. The headline is a quote from the written text of the ?Bhopal? advertisement. The headline makes the reader want to read on as they want to know essentially what this advertisement is about. A remarkable persuasive media technique is the use of the pronoun ?you?. It immediately makes the reader feel involved, as it seems as if the advertisement was directed at them, therefore, making it appear to be much more personal. Both advertisements use this; in the ?Save The Children? advertisement it asks ?Will you give 10p a day?? and in the ?Bhopal? advertisement it states: ?We don?t ask ?you? to help ?us? to help ?them?. ?We? is all of us together? The ?Save The Children? advertisement uses this technique much more successfully as it is short and gets straight to the point. Related to this technique is the use of the present tense. ?will you give just 10p a day. Now?? The use of the word ?now? in the present tense, urges the reader to do something that instant. Making them think that people need their help right now. In the ?Save The Children? advertisement the present tense is also used; ?please will you help us save more children form poverty by completing the direct debit form attached to this letter today??. Therefore ?today? and ?now? show the use of the present tense. It is also used in the ?Bhopal medical appeal? advertisement, ?free phone 0800 316 557 now.? Again ?now? is the use of the present tense. The ?Save The Children? advertisement uses this technique much more successfully as it manages to use the pronoun ?you? and the present tense ?now? in one sentence. In the ?Save The Children? advertisement journalistic persuasion is used; ?please will you help us save more children form poverty by completing the direct debit form attached to this letter today??. ?today? is journalistic persuasion, it has a command style and is an imperative sentence as it is an order. The ?Save The Children? advertisement also uses personal stories of named children. Naming children tells the reader exactly where there money is going. By using this technique it assures the reader and tells them that their money is going to a good cause, and will benefit the children shown in the advertisement. Both of the advertisements use narrative text. The ?Save The Children? advertisement tells a story about how your money can help save children?s lives. It contains many emotive words and phrases in it such as ?10p a day can help a child escape the dreadful effects of hiv/AIDS?. This is moving, it tells the reader of how such little money can make such great difference. The ?Bhopal medical appeal? uses this as their main technique. The written text is nearly all narrative. The advertisement tells a story. The story again has emotive words and phrases in it, such as ? The goons are just the creatures of the moneylender and he is a parasite sucking blood from the wounds created by the Kampani?. This is metaphorical language it compares the goons with creatures and dehumanises the moneylender as he is described as a parasite. This phrase is also very moving it helps the reader imagine exactly how the people of Bhopal are feeling. The ?Bhopal? advertisement uses this technique well. In contrast to the ?Save The Children? advertisement the narrative text of the ?Bhopal? advertisement is much more moving and touching, however it is considerably longer that the ?Save The Children? advertisement. On the other hand, the narrative text in the ?Save The Children? advertisement is short, direct and gets straight to the point, informing the reader immediately. Finally the use of emotive images seen in both advertisements shows this remarkably well. The ?Save The Children? advertisement shows numerous close ups of children?s faces looking sad and as if they need aid in some way. Their facial expressions and body language illustrate a desperate need for help. The children are looking directly out at the reader. The effect of this is that its makes the reader realise that this child is sad and does need help, and that they can actually do something to save this child. The ?Bhopal? advertisement uses two contrasting images, a close up of a mans face and a incredibly moving image of a dead baby. The man again looks, as if he needs help in some way, and is asking the reader for that help as he is looking directly out. This makes the reader question, Why is this man sad? How can I help this man?. The image of the dead baby illustrates that people are actually dying due to the terrible tragedy that happened in Bhopal. In conclusion, both advertisements used some similar techniques of persuasive media and some completely different techniques of persuasion. They are both appealing for your sympathy and help. However, the ?Save The Children? advertisement is much more effective in comparison to the ?Bhopal Medical Appeal?advertisement, because it uses a number of various techniques, such as: rhetorical questions, use of the pronoun ?you? to involve the reader, and finally strong emotive words. Another point could be that the ?Bhopal Medical Appeal? advertisement had a long story; the problem with this is although you want to make your point, people are less likely to read a story that may be touching, only to find that the advertisement wants their money. On the other hand the ?Save The Children? advertisement does have some long written text in parts. The advertisement, however, is straight to the point, it immediately informs the reader of what they would like, letting the reader know what to expect, therefore the reader knows that if they continue to read their help will be needed. The ?Save The Children? advertisement uses media features much more successfully than ?Bhopal Medical Appeal.? Emotive images are used showing numerous close ups of children?s faces. ?Save The Children? itself suggests that the children are in danger and that your contribution can help. Therefore, the ?Save The Children? advertisement is more effective.

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