Comparing two charity adverts: Which is more effective?

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Compare two charity adverts: which is the most effective and why?

Harriet Blues

Everyday we see adverts appealing for us to donate money to a good cause. Two examples of charity adverts include a Medecins Sans Frontieres advert, both appealing for donations to help with the Afghan Crisis. They both use many different persuasive techniques, including pictures, text and headings among others. However both adverts approach and use these techniques in different ways.

        Firstly the UNICEF advert. This advert starts with a small yet bold heading, saying what the advert is about: “Afghan Crisis Children’s Appeal.” This is a good technique because although it isn’t particularly eye catching, it gives a little inclination as to hat the advert is about so it compels the reader to fine out more, by reading on.

Secondly, the UNICEF advert has a large picture of poor children looking frightened and sad, with the word ‘Help.’ in simple, bold letters. The picture is a very successful persuasive technique because although we as readers still don’t know what the advert is properly about, it tugs on the heartstrings and makes the reader feel sorry for the children shown. We don’t know what has happened to them, but the way they look says it obviously wasn’t good. This is because they look sad and scared as stated previously. The picture was obviously very carefully chosen to have this affect on the reader.

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        Another technique through which the organisation gets across their message is through a small amount of text. Underneath the picture, there is a small amount of columned text. The fact that it is organised into columns immediately makes it easier to read, understand and digest, especially for dyslexics and people who struggle with literacy. This shows that UNICEF has put some thought into who will read their advert. However, the writing font size is very small, which detracts from the usefulness of the columns. But the font is sans serif font, which means there are no extra add-ons (such as ...

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