“ ‘ Living on £2.78 a week, it’s the closest Karen got to a decent meal.’ ”
This is very literal and intended to immediately evoke the reader’s sympathy. Then we see the photograph; Karen’s posture alone is enough to create a feeling of sympathy. She is huddled up, which – as in the third article – suggests she cold, hungry, alone. Also, her head is leant against the window frame, implying that she is sad and depressed. Her life is certainly not one of happiness and prosperity. Although we already feel a sense of sympathy towards Karen, it has not yet been stated that she is upset. It is all simply inferred from both the headline and her posture. Besides the stance adopted by Karen, we also notice that she is in the dark. Her face is hidden by shadow. This small detail has both literal and metaphorical significance. Not only is the light not shining down on Karen, but there is also no light in her life. The light is symbolic of hope and joy for the future, but unfortunately for Karen, there does not appear to be any. This whole image can also be compared to and linked with the photograph in the first article.
Neither of them have centred images. This technique is used to prevent the reader from coming to rest and focus upon any single aspect of each of the photographs. They are both designed to cause us to explore them and notice the smaller details and thus, unlocking hidden meanings. In this image, Karen is featured outside a café, conveying her whole life. She is an outsider, not only to this particular café, but also to normal everyday life. Her loneliness is emphasised by what is happening inside the café. We see a man inside eating something, but he is dining with someone else. Perhaps a friend or a partner, but the fact is that he is not alone, just as many other people are not alone. These minor elements are what combine together to create and develop the feeling of loneliness for Karen and consideration from the reader.
Inside the café, we notice a plant. In this photograph, the plant is emblematic of warmth, prosper and an overall welcoming atmosphere. These are the complete opposite of what Karen has in her life. She feels isolation, separation from the rest of society. Karen is not even accepted into the cheapest of places, such as this café.
The posters that are up in the window are strategically placed in this image. They are designed to taunt Karen because she cannot afford what they are advertising, which would only be very cheap anyway:
“ ‘Sandwiches’, ‘Cheeseburger Roll’ ”
Either of these two meals would not cost too much, but unfortunately, Karen – on her £2.78 a week – cannot. She simply has to stand outside as a distant onlooker. Another significance that these posters hold, are what they are actually advertising. Both would be considered as nothing more than a light snack, but to Karen they would be a main meal. This also continues to induce sympathy towards her and a growing feeling of sorrow.
The third article has a rather similar theme as the headline in the first:
“ ‘Now that Richard’s 16 they let him stay out at night’ ”
This headline – as is the first – uses equivocation. Both simply just tell half the story, half the whole picture. This headline suggests fun and excitement for Richard, but once again, the photograph belies the headline. Once more, the effects of light and shade are used in the photograph. Richard is shown in shadow. His face cannot be seen, which is very similar to Karen’s features. We soon realise that he too, has a dark life with no hope or prospect, and when the reader come to notice that Richard is asleep on a park bench, we feel a growing sense of sadness towards him. His body language is also very revealing. He is crouched up, suggesting that he is cold. On a deeper, more intense level, this could also be interpreted as him being alone and feeling unloved. How could someone allow their child to live like this? All in all, many similarities can be drawn between the second and third images, as too can many similarities be drawn between the first and third headlines. All three articles aim to evoke the reader’s sympathy right from the start, before we even read the article itself.
Before reading the text, we are automatically drawn towards the logo that is featured within each article. It shows three people, all in silhouette. There is quite clearly a boy, a girl and an adult in the centre. The reason for there being both a boy and a girl is to show that there is no prejudice or discrimination. It is ‘The Children’s Society’s way of subtly putting their point across that they are always willing to help anyone. No matter what creed, what colour, what race. The other small point regarding the silhouetted figures is the fact that there is a boy, a girl and an adult. This is a representation of their aims and targets. They help everyone and are eager to create family environments for everyone they help. A family suggests support, love, happiness, unity. ‘The Children’s Society’ wish to convey their loving and caring attitude within every little detail, such as their logo. The final aspect of the logo, is the slogan:
“ ‘Making lives worth living’ ”
This miniscule statement is very positive. There is no slight sense of negativity and is completely focused towards optimism and hope for the future. It also outlines ‘The Children’s Society’s main aims. They are here to help.
The text in the first article is very negative on the whole. Short sentences and statements are used to convey not only Mark himself, but many other people who are living the same lifestyle. The second paragraph brings the first big shock:
“ ‘That’s when he was sentenced to three months in a detention centre.’ “
This will immediately both shock and amaze the reader. This boy has been locked away for ‘petty theft’. The whole article is focused on convincing the general public that sending juveniles to detention centres simply just hinders their chances of ever being able to stop committing crime. In fact, the article is trying to prove to people and persuade them that whilst locked away, most youngsters learn about armed robbery and other such not so ‘petty’ crimes. This feeling from ‘The Children’s Society’ is enforced using facts and figures:
“ ‘80% of the youngsters who leave Juvenile Custody re-offend within two years.’ ”
This both proves the fact that detention centres is where youths learn more about armed robbery and also, Mark is quite clearly not alone in this. 80% is a huge majority of youngsters who have experienced the downsides of being locked, away once released.
Despite the negative opening to this article, the feeling immediately changes once ‘The Children’s Society’ is mentioned. The language becomes more and more productive; more focused towards positive thoughts. We hear their statement of belief:
“ ‘The Children’s Society believes that removing children from their families and community will not help them develop a sense of responsibility.’ “
This ethos that runs throughout the society is not individual to this article. All three we studied have similar messages. A declaration unique to that particular article that underlines their aims for that, or a similar scenario. Each case they deal with must have a clear, concise target, and this is no exception. The second article also uses the tactic of becoming a far more optimistic article, using positive language preceding the mention of the charity name. Naturally, so too does the third. The reason behind this idea is portray the suggestion that ‘The Children’s Society’ help to change things for the better. They make a difference in the lives of many people. Once they become involved, things can only go up and they want this general feeling of optimism to be portrayed in each of their articles.
The first article opens with a short, meaningless sentence:
“ ‘Like many young children,’ ”
Immediately, the article is suggesting an insignificance. The phrase implys that whatever the article deals with, it is not an isolated case. And to think this, the reader would be correct, but the real reason such a sentence is used to open the article is to enforce the idea of being laid-back. Laziness, even. The opening is so relaxed to prove – or attempt to – that this could happen to any youngster, without them realising before its too late. The theme is continued with words such as ‘wander’. This almost suggests an idyllic lifestyle. Mark steals sweets with ease and effortlessly, just as he easily becomes a case for the detention centre. The other reason this opening is decided upon is to shock the reader when they finally hear of Mark’s sentence. There had been no malice in Mark’s actions. He casually stole sweets – which of course, deserves a form of punishment – but there had been no criminal intent. Surely the idea of punishment and being locked away should be dependant upon the scenario. A child who steals sweets certainly deserves punishment, but not three months in a detention centre. ‘The Children’s Society’ obviously feels the same and so they set the reader up to be shocked with the two very short opening paragraphs. it is becoming increasingly obvious that each article is following the same pattern of negativity, followed by a sudden burst of positive, hopeful langue.
In the second article, statistics are used just as they are in the first and to equally great effect. This time though, they are intended and required to evoke sympathy, rather than to shock the reader and encourage them to follow their argument:
“ ‘Over 80 applications for employment eventually brought success.’ ”
These powerful statistics certainly do evoke sympathy for Karen and also gives the reader an insight into her character. She is extremely determined to better herself, showing huge resilience along the way. Karen is definitely not lazy though. She wants to work and undoubtedly does not give up trying. Whereas this use of statistics and figures creates a feeling of sympathy, the same technique used in the first article is intended to gain support and convince the reader that locking youngsters away is extremely detrimental to their future. Both achieve their target successfully though.
Once ‘The Children’s Society’ has been mentioned in the first article, the language becomes increasingly more positive. Their statement of believe has become clear and such adverbs as, ‘successfully’ and, significantly’ are used. They convey and emphasise just how well the organisation is in helping youngsters.
In the second article, there is no contrast between the headline and the photograph, as there is in the first and third. In fact, the image enforces the point that the headline makes, rather than being equivocal. The opening also continues along the same lines:
“ ‘Karen has spent years in and out of various homes and institutions.’ ”
This – as do many circumstances in the other articles – evokes sympathy towards Karen. Although she would always be safe and looked after in these such homes, nothing can compare to the love and support of a real family in a real home. We also soon learn that despite being so young, Karen herself has already experienced a tragedy and is now facing the harsh consequences. Her character warrants respect though as she battles bravely to find a job – and indeed; money.
Even after eventually finding work, Karen – try as she might – just could not cope. She suffered from depression and was forced to move back home. Because she quit her job, she was now living on a very small amount of money a week. More sympathy is felt towards her when we hear of her independence:
“ ‘After paying rent and bills, she was left with just £2.78 a week.’ “
Karen’s independence and will to be a good person is portrayed in the way that she lives. She pays her way in life, ensuring all her bills are paid off, despite being left with such a miniscule amount afterwards. It is for this reason that when Karen is eventually forced to live on handouts, we feel our most compassionate. This decent, independent young lady has suffered so much, yet is being forced to live such a dehumanising life. But all of a sudden, the mood changes:
“ ‘She could then make ends meet and was able to make a fresh start.’ ”
This positive language is brought about all of a sudden by the mention of ‘The children’s Society’. They are trying to prove that when they become involved in a case, they are able to help and support people such as Karen, or Mark, or Richard. In this article too, there is a statement made by the charity:
“ ‘Tackling poverty is just one of the ways in which The Children’s Society speaks out for children and young people.’ ”
Once again, they outline their aims and prove that they meet them by speaking of Karen’s good-fortune and aid due to their involvement. The short phrase, ‘is just one of the ways’, conveys that the ‘The Children’s Society’ are always willing to help, no matter what the instance.
The third article uses the same technique as the first. The photograph belies the headline. Whereas the headline conveys the dream, the photograph brings us back down to Earth with the harsh reality of what such a life style would bring.
Once again, the opening creates a strong sense of sympathy:
“ ‘Richard left care after years spent in a local authority home.’ ”
His situation was very similar to Karen’s; although he was safe and well, no youngster would like to live like this. There would be no real feeling of love, security, unity. And there would be even less of this in Richard’s life when he had to leave because, ‘in the eyes of the authorities, he was no longer a child.’
At this point, Richard would be totally alone, which is what the image is portraying. All of a sudden, the care is gone and he is left to fend for himself; living the dream in the process:
“ ‘small bedsit, getting on top of him, couldn’t cope, no-one to turn to, ended up on the streets. ‘ ”
These are just some of the uses of negative language that shows how Richard’s life soon became a downwards spiral into debt and poverty, as did Karen’s. but once, again – even if slightly more predictable this time – the mention of ‘The Children’s Society’ brings with it optimism and hope for the future, enforced in the increasingly more positive language:
“We helped Richard’ ”
Immediately after their mention, we hear that Richard received aid and support. They make an instantaneous difference for the better in the lives of many young people. Despite their help, their goal is to give youngsters a feeling of responsibility and self-respect, which is what Richard is given. He can gradually begin to make a fresh start and fend for himself throughout life. Once again, the charity speaks of the belief and the article draws to a close. At the end of each and every article, an address and contact details are given. This is their subtle plea for aid. They are not directly asking for money, but the implication is that they would be grateful to receive any donations people are willing to make.
Each article we have studied uses fictional characters. Neither Mark, Karen or Richard are real people. They are simple representations of the lives of many, many young people in our country today. The reason ‘The Children’s Society’ have decided to do this is to prove to all that they are willing to help no matter what the scenario or how difficult it may be. All they wish to do is give youngsters the life they deserve.
