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Compare the persuasive techniques used in the two charity fundraising advertisements. Which advertisement do you think is more effective and why?

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Introduction

Assignment. Friday, 05th,November,2004 Compare the persuasive techniques used in the two charity fundraising advertisements. Which advertisement do you think is more effective and why? The hardest thing for any charity is to raise money. There is only one way to do this, that is to persuade people to part with their money and donate it to a good cause. The " Bhopal Medical Appeal" and "Save The Children" advertisements are two examples of this. Both of these advertisements come from " The Observer" a broadsheet newspaper. Consequently it is assumed that the target audience is those of a higher education and people who more likely to actually read the advertisement. In both of the advertisements they use very different persuasive techniques. It is easy to see how the two advertisements, both need and want the same thing: the readers' help. However, in many various ways, it is clear that the "Save The Children" advertisement and the "Bhopal Medical Appeal" advertisement have distinct ways of reaching out for the readers attention and support. First of all " Just 10p a day" is used throughout the 'Save The Children' advertisement. This sticks in the reader's mind and makes them remember the words "Just 10p a day", then makes the reader think what their "10p a day" could do to help save children's lives. ...read more.

Middle

A remarkable persuasive media technique is the use of the pronoun "you". It immediately makes the reader feel involved, as it seems as if the advertisement was directed at them, therefore, making it appear to be much more personal. Both advertisements use this; in the "Save The Children" advertisement it asks "Will you give 10p a day?" and in the "Bhopal" advertisement it states: "We don't ask 'you' to help 'us' to help 'them'. 'We' is all of us together" The "Save The Children" advertisement uses this technique much more successfully as it is short and gets straight to the point. Related to this technique is the use of the present tense. "will you give just 10p a day. Now?" The use of the word "now" in the present tense, urges the reader to do something that instant. Making them think that people need their help right now. In the "Save The Children" advertisement the present tense is also used; "please will you help us save more children form poverty by completing the direct debit form attached to this letter today?". Therefore "today" and "now" show the use of the present tense. It is also used in the "Bhopal medical appeal" advertisement, "free phone 0800 316 557 now." Again "now" is the use of the present tense. ...read more.

Conclusion

In conclusion, both advertisements used some similar techniques of persuasive media and some completely different techniques of persuasion. They are both appealing for your sympathy and help. However, the 'Save The Children' advertisement is much more effective in comparison to the 'Bhopal Medical Appeal'advertisement, because it uses a number of various techniques, such as: rhetorical questions, use of the pronoun 'you' to involve the reader, and finally strong emotive words. Another point could be that the 'Bhopal Medical Appeal' advertisement had a long story; the problem with this is although you want to make your point, people are less likely to read a story that may be touching, only to find that the advertisement wants their money. On the other hand the 'Save The Children' advertisement does have some long written text in parts. The advertisement, however, is straight to the point, it immediately informs the reader of what they would like, letting the reader know what to expect, therefore the reader knows that if they continue to read their help will be needed. The 'Save The Children' advertisement uses media features much more successfully than 'Bhopal Medical Appeal.' Emotive images are used showing numerous close ups of children's faces. 'Save The Children' itself suggests that the children are in danger and that your contribution can help. Therefore, the 'Save The Children' advertisement is more effective. Kirsty Nichol - 10A ?? ?? ?? ?? ...read more.

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