Charity advertisements are also to be found in leaflets. One of the charity advertisement leaflets, which we have been studying, is "Oxfam." The caption "Sponsor a child, See the difference." is place on the front page. It is effective because it stands out and the reader will able to read it, which makes it eye catching and its short and simple. However in the caption there is a use of alliteration with the letter "S" The copy in the leaflet is very persuasive because it makes the reader feel sorry for the children who live in the less economy developed countries are very lucky because parents have enough money to send their children to school; to have a good education, but unfortunately some children take things they have for granted.
However in the beginning of the leaflet it tells the reader negative language information about things in life that children don't have, for instance "Their lack of education means they have little opportunity to learn skills." Further on there is positive information hoe we can resolve this problem by sponsoring these children "we sponsor a million children across the world." The positive language makes it persuasive and the reader may consider to sponsor the child although it maybe a huge decision.
Throughout this leaflet there are many pictures, for instance the front-page show a young girl, smiling and being happy, which does make it effective. On the second page there shows a picture of a boy holding a book, this shows that the boy wants to learn to read, therefore the reader feels pity for the boy, since his family cant afford a education for him. Also there is another boy in the farm, which means that the boy has to provide food by seeds, he doesn't have any. Again the reader feels pity and sorry for the boy, and you feel like you are helpless. The fourth picture shows people trying to get water but it is only dirty water. They need clean water. This makes it effective since they cant able to get lean water and so the people may die if they keep on drinking dirty water.
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The final picture shows a child and there is another caption saying, "Every child has potential." This tells the reader that just because children live in poorer countries, doesn't mean that they are born with no talent. They do have talent but they don't have enough money to show it. There is an additional part to the leaflet, which is a form to fill, if you want to make a difference by sponsoring a child. The reason why the company put the form in the leaflet is because then you can fill it in straight away, instead of getting the form, from somewhere else.
As my conclusion I would say that there are many similarities and differences between product and charity advertising. For instance product and charity advertising use forms of newspaper, radio, television and flyers, therefore the people are aware of the latest product in the market and the information that the charity is showing. However when they are advertised they both use persuasive language, which makes it emotive in charity adverts and for product advertisement, it persuade people in buying the product.
When companies or charity produces these adverts they make sure that they personal address it to the reader and by doing that there are different techniques that are used, like imperatives, which are commands. Also they use celebrity endorsement so that it looks like that if this celebrity looks good in this product, so could I. Therefore the advert is convincing the reader, so they are in control. The pictures that are used are visual images, and in charity advertisements they make the reader feel pity, since what the people in the less developed countries are suffering from. Furthermore in every company and charity they have a logo, therefore it shows their identity and they know where they belong.
On the other hand there are difference like in charity adverts there are lots of negative and emotive language because of the people who are suffering around the world, but with product adverts they use positive language for their product, therefore their product will sell. Yet when it comes to presentations charity have very low budgets so there adverts are not as good. In product advertisements they use a particular music to connect with the advert.
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