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We are going to donate our money however we are later hit with a sense of urgency to help animals when it states; ‘Animals like these need your support NOW’. With ‘NOW’ written in block letters entail we desperately need to start to act now before it is too late. Here we are ‘pressurised’ to make our monthly standing order, perhaps the same day otherwise we would be acting as unfaithful friends to ‘inspector’ Collins and very ignorant of this very brutal case. We are then informed with another terrible and shocking tale could be identified as much brutal as Trio’s story: ‘Just one day old your owner doesn’t want you so what does he do?
Simply flushes you down the toilet’ There is a mighty sense of rejection of this puppy and we undergo horrific emotions. The use of simplistic word ‘simply’ to express such shocking and devastating scenario is extremely depressing to us. For this to happen to a puppy just a day old is unacceptable. Here, we feel extremely agitated and angry for the brainless attitude of the owner and would definitely want justice for such unspeakable behaviour.
The atmosphere of anger and gloominess fades away as we are told ‘Only the sharp ears of a neighbour who heard poppy’s whimpers as she was swept along the drain pipe saved her from certain death’. ‘Sharp ears’ used to describe the neighbour makes us think she/he is a hero for saving the little dog’s life. The verbs used ‘sharp’, ‘swept’ and ‘certain’ has a dramatic effect on us, making the scene more realistic and tensed. Our trust in the RSPCA enhanced as we are told; ‘The RSPCA and the Fire Brigade were called’.
There is a double effort in saving the little dog, the fact the fire brigade works with the RSPCA, this charity would be seen as trustworthy, popular and reliable. Therefore our money which we donate would be used for useful purposes. This horrendous incident continues by stating; ‘Poppy was taken to the RSPCA’s Barnes Hill hospital where she was given a 50-50 chance’. Poppy had very diminutive chance of living ’50-50′, make or break, however the RSPCA still believed her life was still worth saving, for every animal life is imperative to them. We see the RSPCA as a very committed and dedicated charity.
Again, this ‘story’ ends with us having happy emotions by stating; ‘[… ] she’s now been found a new home with responsible owners. Visual images are another technique used by the RSPCA to reinforce their points and to play on our emotions. Each picture used by the RSPCA triggers different emotions, such emotions could be identified as misery, confidence, sympathy etc. The first picture about Trio shows a dog, lying on the ground with his three legs visible. We sympathise for Trio as we understand how devastating it would be to amputate his leg, and adjust to walking with three legs for the rest of his life.
Trio’s attention is away from the camera denotes he is petrified, as he has obscurity in trusting people due to his horrifying experience with his owner. It could also be that he is shy to reveal himself to people as he is a three-legged dog. We feel extremely sad for Trio as he was once a full healthy both in mind and body, four legged dog but now he would live in a world in which this awful experience with his owner would haunt him for the rest of his life. In the letter, Collin Strong is seen as a smart looking person like all inspectors.
This inspires confidence and assurance to us as all of the other pictures show misery and desolation making us have a feeling of bitter sadness. The fact that his is smiling brightly towards the camera’s direction and he is wearing his full uniform signifies dedication and passion as an animal protector. This makes him seem as a trustworthy and honest guy. A dog is shown cuddled under Collins arm portrays he is extremely protective and defensive over animals. The dog looks comfortable and cosy giving us an impression of the RSPCA taking absolute care and giving all the love to all animals that desperately need help.
The third picture reveals a close up shot of ‘poppy’s’ head. She looks helpless and small with a mask of sweetness and innocence. Her eyes are drifted away from the camera with her face full of sadness makes us very miserable and accountable, and have a sense of sympathy. This guilt makes us want to donate our money to prevent this from happening to any cute puppy like poppy. Tara is viewed as a dog with a hefty head for its emaciated body. The picture represents shocking malnourishment Tara is experiencing. We tend to reason malnourishment occurs within humans, but this picture shows otherwise.
It shows malnourishment can occur with lovely animals. Her eyes are touched down to the ground increases the sad emotions we feel as it seems Tara is searching for every bit of food she can lay her mouth on. Tara’s image is very disgusting and shocking, and the fact it is left as the last image makes it the picture left in our heads. The pictures used in the advert are very appropriate as it made as empathise with the level of abuse the animals got from unwilling owners. The pictures promote the message or story written making it much realistic and believable.
Contents of this advert are arranged in well space columns, making it effortless to understand. Each section in the advert is arranged neatly and pictures fixed at the right places. Having a border round the personal letter written by Collins Strong makes it appear special and individual to us though it has been written to everyone. Each element in the advert, pictures, structure border etc binds together to make this advert really persuasive. The Subtitles like ‘Trio’s Story’ is written in bold letters making it much attractive and appealing to one eyes.
This would enable us to read the story and know much more about Trio. However for the caption, there is an idle presentation. There letter presentational skills are quite low as bold, italics etc is not in use, the font style is quite ordinary, not having a large impact on us. There could have been a change of font style, something like font style ‘Aharoni’ which is very bold and large or ‘Impact’ which is heavy letters close joined together would be much suitable in attracting the reader once advert is published in newsletter. The advert is mostly based on true stories which are therefore factual.
Opinions which are suggestions made by oneself, cannot be identified much in this newsletter. The second advert I would be examining Plan International UK. Plan International UK is recognized to be one of the organisations that have the largest child-centred community development in the world, aiding children and their families in 48 of the poorest countries to break the cycle of poverty, mostly in Africa and Asia. The heading of the advert is seen to be more attractive and captive to ones eyes compared to RSPCA Advert due to the style of writing and the method of using bold, blocked large letters.
Having a title with such approach would have a big impact on the reader by inducing and manipulating the reader. The caption is based on the same scenario as the RSPCA. It states ‘Your helping hand can turn despair to hope’. A hand is being described as to turn ‘despair to hope’ denoting a sign of miracle and wonder. This makes the reader feel like a healer or saviour, implying the severe aid children of the less developed countries need. Each section of advert is arranged in 3 columns like the RSPCA and most newsletters. This format is very simple to comprehend and read.
This advert commence by a paragraph of reflection, making us consider the standard of living in other areas in the world; ‘It’s hard for us, living in a prosperous country, to image, what is like to grow up in Africa, Latin America or large parts of Asia’. The adverts directly addresses us with the use of second person ‘us’. The sentence has been broken down to petite bits with the use of the comma. This emphasises on what has been written giving the reader a clear and strong message in our minds of each part of the sentence.
Having a little starter message of the advert open our minds and knowledge of aid and make us want to read on. Again, similar to the RSPCA, shocking statistics are used to provoke the reader, ‘[… ] millions of children die from malnutrition and disease before they reach adulthood. It is rather unfortunate that people die from an easy and curable disease of hunger, and this disease is said to target people before they reach adulthood. We are extremely saddened as millions of lives are being shattered due to starvation.
Then we are told for people who survive starvation, their lives are unbearable, text describes it as ‘[… ] life is extremely hard’. The verb ‘extremely’ emphasises the hardship of life people in the developing world experience. The advert continues by stating, ‘An average family income is 8 to 10 a month. 10 is an amount that is used to feed a person for a day in Britain. Having read this outrageous statistics, we recognize how lucky we are to live in a wealthy country of freedom; however we have a feeling of sympathy and compassion for the people who have to work hard to gain such little amount.
The advert uses words to build up the misery and empathy of the reader, for instance; ‘Worse still, they lack opportunity to improve their lives, because there is no education or training in practical skills’. The use of ‘Worse still’ emphasises their constant struggle to maintain a comfortable and suitable life. Now the advert introduces the part in which we are to donate. It commences by, ‘We are working in 43 countries to help children in poor communities raise themselves out of poverty’.
Similar to the RSPCSA, we are hit by this impressive statistics which inspires confidence and shows that this charity is well-known and trustworthy. Money donated is said to be given to people to help themselves to fight back, out of poverty, making our donation genuine and functional to people who need it most. The text also shows the commitment and care they have for every single child by stating, ‘We know we can change the world if we are prepared to do it one child at a time’.
We are asked to donating by stating; ‘Today, we are asking you to join our worldwide family and to hold out a helping hand who urgently needs you’. The use of ‘family’ makes us have a sense of being important, needy and reliable as most families are. Also stating ‘urgently needs’ shows the desperation of extra help plan international UK need to save lives in poverty. Once more, minimum amount of money OF ‘i?? 12’ is needed to aid lives, just like the RSPCA. There is a contrasting view here; ‘To most people, this country, that’s an affordable amount.
But to a child and family in a poor village, it can be a dream come true’. The use of contrasting view makes us realise how significant the money donated is for the people in the developing worlds and the vital change it can make to them. By it stating; ‘Your sponsorship can give them some of the things that we take for granted in this country such as an opportunity to go to school’, our lives are being compared to those of the developing world. We become conscious of how much things we take for granted as it is we are lucky to have free and lots of the essential needs in our lives.
At this point, we reflect on our actions and feel commiseration for the young people who don’t have a quarter of the possessions and essentials we have in existence. After this, a picture is revealed about two young children, bare-footed, and staring at the direction of the camera. The photo gives us evidence of young kids who dwell in poverty that has been passed down generation round the world. It reminds as we can help people like them to change and fight against poverty by donating and make the world a better place for others.
Unlike the RSPCA, the advert informs us of providing evidence of the change we made once we have donated. It states; ‘Because you are sponsoring one particular youngster, you’ll have the joy of seeing the difference your help makes. Though donating haven’t commenced, we are already told about the difference we would make. Personal evidence would be sent as though we have a relationship with the young one. This would be make us feel proud and happy with ourselves; therefore, we are encouraged to donate to this charity.