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GCSE English Coursework - Media - Barnardos(silver spoon campaign)

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Introduction

Media coursework The usual purpose of advertising is to make the target audience aware of the company's products and or services. It is also a way of attracting people to spend money on their goods or services, so they can make money. A lot of advertisements are designed to compete with other rival companies, so the customers will buy or use their products instead of their rivals. However charity advertising is very different; it doesn't seek to sell any product or service, but to appeal to its target audience, so that they donate money. They also use the advertisements to raise awareness of social issues. Charities often have difficulties in raising funds, as people often become overwhelmed with all the charities asking for them to donate their money. They may even develop charity fatigue due to the inundated requests for money. Also many people are unsure about what actually happens to their money, and if it is actually going to those who need it. As in some cases it's being used to pay for wages and office work. Furthermore, lots of people will try to avoid overbroad or world wide charities, as they usually believe that there are enough problems in their own country, and feel charities should be focussing on resolving those problems first. ...read more.

Middle

The campaign affected the general public in a very different way compared to previous campaigns, so I therefore believe that Barnardos were successful in grabbing attention and raising awareness of the problems in our society. In contrast to the Barnardos advertisement as the Big Issue's advertisement consists mainly of a large white text, on a dark, dimly lit picture which makes it more subtle and ambiguous. The picture provides a background to the text. As a first glance the audience may find it hard to work out what the advertisement is trying to show, unless they read the text. As the background image is very dark is it confusing as to what it is representing or trying to show. The image is of a dark and unappealing shop doorway covered in rubbish and full of shadows and obscurity. This image could be interpreted as representing the stereotypical view of homeless people as; withdrawn, dirty and repulsive. The large white on black text is very prominent and stands out. As only the text can explain what the advertisement is actually trying to show the audience may become bored, as a lot of text and be off-putting and unappealing. ...read more.

Conclusion

Some people may not agree with the Barnardos or Big Issue's use of shock tactics and unnecessary images or representations. One the one hand viewers of Barnardos advertisement may feel that the images used were too graphic and unsuitable for public viewing. The audience may also feel that the advertisement portrayed the problem in an inappropriate way, and the use of new born babies was unnecessary. However on the other hand, some people may believe that despite the fact the images were very shocking, it was necessary as the advertisements that are not noticed are not effective. The advertisement needed to grab the attention on the audience and media as it needed to raise awareness and address the common misconception surrounding children born into poverty, in the United Kingdom. They may also feel that in order to increase awareness they had to use these disturbing images as many people ignore the problem of children born into poverty. In my opinion the use of shocking, even aggressive techniques are necessary as they are a vital part in the message of the advertisements. Also that to raise awareness of the fact that poverty is the single biggest threat to a child's future, the shocking and disturbing images are completely necessary. ...read more.

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