Compare and contrast two charity advertisements
One of the most important and powerful tool of communication known to society is the Media (singular medium). Media could be defined as various means of mass communication considered as a whole including radio, newspapers, television and magazines, together with the people involved in the production. Mass communication use materials and messages, which create a pull of engagement by utilizing persuasive techniques and influencing devices. Music and visual images of media such as television may be examples of influencing devices that can’t be denied as it has tremendous power over oneself.
Theses lingering sensations of one, it is something that can’t be identified once felt. The media is a tool that plays on our attitudes, emotions and moods. For instance, the blank look on a teenager’s face when watching a game like “WWE Smack down” might be a reflection of what’s going on in his brain-and a warning sign of things to come. The warning may be anger getting amplified by the repetitious act of violence and brutality in the game; this could lead to dangerous and aggressive behaviour in future. Media technology has made communicating increasingly easier as time passed through history.
We all are known to live in a society that depends on information and communication to keep moving in the right direction in life and do our daily activities like work, etc. It can be seen that our younger generation are encouraged to use media tools in schools and are expected to have general understanding of various technologies available. A lot of trust is put into the media as an authority to give us gossip, entertainment and education but it could be argued that these news given to people may be used to brainwashed and deceive members of society.
Within this essay, I will be drawing parallels between two charity advertisements; RSPCA and Plan International UK and be evaluating on how the advertisements aim to induce the public to support their charity. Charity leaflets have been a common way of how charities reach for consumers’ money. The use of influential languages and effective structure in charity advertisements or leaflets such as the RSPCA and Plan International UK are to make someone feel responsible and guilty for the difficult situations people, animals or things are experiencing.
The RSPCA is known to be the oldest and well-known animal welfare organisation that have been responding and campaigning for animals in need since 1824. Their goal is to prevent animal cruelty, save the animals that have received any form of violence and bring them up in a safer and happier environment. Their aim is to work for a world in which all humans respect and live in harmony with all other members of the animal kingdom. One way in which the RSPCA advert intrigues the reader is the style of language used.
The caption ‘Just 3 a month will help rescue more animals like Trio’ has contents which elevates the reader to know more about the charity. The phrase ‘Just i?? 3’ gives an impression of how little is needed to liberate animals in danger of violence. It is an amount which is affordable in UK, so at this point the reader thinks he/she would be able to give such extent of money for a month. Then we are told what the money donated would be spent; ‘… will help rescue… ‘ ‘Rescue’ connotates a sign of “heroic” act, giving the reader a notion of being a life-saver already as money donated would be used for a good cause.
It continues by stating ‘… more animals like Trio’. Here something is being identified by the advert and this gives the reader the edge to keep reading as he/she would be keen to know who Trio is and why Trio’s name is being mentioned. This is a very common technique charity adverts use to capture the attention of people. The first section of the advertisement goes straight to ‘Trio’s story’. The ‘story’ begins by telling us: ‘When Trio made a mess in the bedroom, his owner saw red’. The use of simplistic words ‘mess’ imply the innocence and child-like behaviour of Trio.
This contrasts with words such as ‘red’ which we associate with anger and hatred. The story continues by stating ‘he grabbed Trio around his belly, squeezing him so tight he began to cry’. Here we can see the extreme aggression and fury of the owner, and we start to sympathise with Trio as it has received intense trouncing and brutality for the little ‘mess’ it made in the bedroom. The tension and build-up of suspense continue to grow as it states: ‘So to punish him, he threw Trio across the room with full force, smashing him against the cupboard’.
The use of negative and powerful verbs such as ‘punish’ and ‘smashing’ to describe the ‘scene’ makes the reader feel awfully agitated for the actions of the owner to the puppy who is just ‘four months old’. After this devastating news, we are hit by another painful account as we are told ‘Trio’s leg was so badly damaged we had to amputate’. Having to ‘amputate’ Trio’s leg emphasise on the serious nature of abuse Trio had received. With a relief, we are acknowledged with positive words by the RSPCA: ‘But with the loving attentions of the RSPCA staff, Trio soon recovered and now he’s living in a happy new home’.
We are made to think that with the assistance of the RSPCA, happiness and love has been restored for Trio. The charity is depicted with sweet and passionate words such as ‘loving attention’, making them seem as a hero and guardian for the animals in desperate need. The letter by Inspector Collin Strong began with a handwritten greeting ‘Dear Friend’. The fact it is handwritten makes us feel a personal connection with him, though it is publicly written. The use of ‘Friend’ is a warm inviting welcome approach, having a sense of we being trustworthy, reliable and supportive for the needy.
Collin Strong is an ‘inspector’; this is an occupation which is known to be courageous and dependable. Already, we are sold to Collin’s appeal of us being his acquaintance. He addresses himself as a strong passionate and committed man for animals by saying, ‘I’ve dedicated my life to animals’. The ‘letter’ continues by stating ‘In just one year, we rescued 6982 abused and neglected animals’. A huge figure is called out, and with the number being precisely written, it portrays the concern and cherishment of every life of a neglected and abused animal by the RSPCA.
We are filled with guilt when Collin stated ‘I can’t turn my back on all the battered, tormented and abandoned animals who need my help’. The repetition of strong depressing verbs like ‘battered’ and ‘tormented’ imply the intense abuse animals obtain and Collins is very keen to facilitate all these animals, therefore turning your back on this, is acting tremendously selfish and ignorant of the pain and suffering of neglected animals. He then asks ‘Will you give me the resources I need to fight this rising tide of cruelty?’.
Here 2nd pronoun is used to capture our attention as it directly addresses us. An inspector, who is known to be powerful and strong, is reaching and searching for help, and as we were referred to as his ‘friend’ at the beginning of the letter, it is consequently our duty to act as a loyal friend and be of assistance to him. So at this point of the letter, our minds are made up into donating ‘i?? 3’ every month to the RSPCA to help our ‘inspector’ Collins and animals like Trio.