Do Charity adverts need to be shocking in order to provoke a response?
… not an exhaustible commodity and individuals are not likely to donate it unless they feel it is for a ‘noble and worthy’ cause. This means that charities are sometimes in competition with one and another for the publics’ money. I have deconstructed a shocking and non-shocking advert by reference to structure, layout, language and graphics, in order to analyse how the advertisements manipulate or persuade the reader to sympathise with the particular issue or cause. Trachoma is a disease, which affects the eyes and causes immense pain to the victim. Sight Savers, among other charities, has been set up to help sufferers of this disease and others in third world countries. One of the adverts produced by Sight Savers provokes a powerful and emotional response. The amount of text used in the advert is quite substantial, as it offers a vast amount of information for the reader, but to attract and capture …
