Conventions and generic codes of charity adverts:
- creation of sympathy
- creation of empathy
- shock
- charity name/logo
- slogan
- image of victim
- sombre mode of address
- colour (in use with the brand)
- web address
- interaction
- destigmatize desensitization
- emotive and powerful
- use of facts
In 2011, Shelter created a charity campaign to help encourage families and people at risk of losing their home to ask them for help, and also to raise awareness about homelessness in the UK.
conventions of the advert:
- bold, capital, red letters used for emphasis
- red eyes suggest crying
- facial codes are sombre and desperate
- enigma codes to create a sense of mystery
- minimal design to keep it impersonal
- targets the victims of financial troubles, rather than rich people who could donate
- uses facts and statistics to show no one is alone
- direct mode of address
"but where will we live?" campaign:
- representation of age and gender (older woman)
- promote online help (email)
- use of "we" creates a personal tone
"he can't do that" campaign:
- aids tenants and renters who do not know their rights
- provides a number to text to donate
- feeds into the white, male stereotype to show that it can happen to anyone
"I can't face it" campaign:
- aids people suffering from debt
- represents gender (woman)
- slightly parted lips show desperation
Example question:
"A number of persuasive techniques are used in charity advertising to construct meaning and persuade people to donate."
Discuss how media language is used to represent particular viewpoints and ideologies in the charity advertising campaign you have studied (10 marks)
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