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Evaluate the effectiveness of the Save the Children advertisement.

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Introduction

Evaluate the effectiveness of the Save the Children advertisement. Save the Children charity advertised themselves and what they do in the form of a leaflet. The purpose of the leaflet is to persuade the reader to give a donation of money. The target audience of this leaflet is mainly aimed at adults that can afford to give money. The leaflet uses many of the techniques of persuasion to catch the reader's attention. They do this in various ways including the presentation of the leaflet, the language that includes emotive language, repetition, direct address of the reader and a clear message. Also included in the leaflets use of persuasive techniques are a balance of facts and opinions, and some emotive case histories. Firstly presentation is very important when trying to persuade someone as it sets a good impression. The leaflet included four photographs of young children, one is happy and the others are sad. This makes you feel sorry for them and their big eyes draw you in, it shows how and why they need your help. The font used in the leaflet is simple and easy to read. ...read more.

Middle

Using words and phrases such as "every penny you give makes a difference" makes the reader feel included and responsible. This makes it feel as though the charity is pacifically talking to you and that; they need your help as an individual. They are being polite in an effort for help and donations. The writer also includes facts to follow up opinions many facts are included but some are not as strong as facts should be. They use such facts as "88p of every pound............(5 year average)". This is one of the strong facts used in the leaflet it suggests that your money is used wisely and not wasted on unnecessary overheads. Another strong fact included in the leaflet is a list of diseases, which include "Measles, polio, whopping cough, tetanus, TB and diphtheria can kill". These are mentioned because it could shock the readers in the developed world to learn that children still die from these easily preventable diseases. "�3 a month can help" is a weak fact in that it suggests this is how your money will be spent but it doesn't promise. Facts work reasonably well in helping to persuade the readers as the writer gives a definite idea of how the children ...read more.

Conclusion

The key message of the leaflet is emphasized by the writers good use repetition of the clear message. The text uses a wide range of facts but less opinions to back up the charities beliefs but these facts and opinions are weak. The writer uses the effect of case histories and emotive language together, to persuade people to give donations. I think the writer relies on the case histories and emotive language to persuade, as they are the techniques of persuasion that have the most impact on a reader. The target audience is fairly broad but is probably aimed at adults, who could afford the donations and parents or grandparents who would think the suffering children was particularly emotive. The direct address of the reader helps to make the reader make decision, as it feels as though the leaflet is aimed directly at you but in fact is aimed for anyone that reads it. Overall I think the case histories and the emotive language were the most effective way of helping to persuade the reader to give a donation, as the writer wrote them especially do the job of persuasion and I think they made you think about your life and made you feel sadness towards them. By Ann Hanley. ...read more.

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