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English Media Coursework

Analysis of a charity appeal

In deconstructing the “World Wide Fund For Nature” leaflet, I will be focusing on the persuasive effects of language and the images used to influence readers to support the charity which cares for species of animals facing extinction, in particular, the orang-utans.

The leaflet starts off with emboldened text which straightaway grabs the reader’s attention. The first word of the opening statement is “Adopt”, which is an imperative (a command). This is emotive because usually the word is associated with unwanted, uncared for children or orphans. This immediately evokes the reader’s sympathy. Therefore, it makes the readers feel responsible for neglecting a vulnerable creature if they choose not to donate. Further along, the word “endangered” is used. This shocks the reader into thinking that there is a real fear that the animals are being harmed and that the world is not doing anything to protect these animals. Next, the writer uses the words “just three pounds”. This makes the contribution sound affordable and reasonable. It is a clever use of minimisation and it makes the reader feel that he can actually do something about the animals’ suffering, with just a small donation. Lastly, the opening statement ends with “protect a species”, which makes the reader believe that he is doing an even greater deed than he thought because now he knows that this charity appeal doesn’t only involve one animal, it refers to the whole species.

Secondly, next to the opening statement the makers have juxtaposed an image featuring three cuddly toys. Each toy has its own gaze and posture; this signifies that each needs a different kind of help to survive. This is a smart skill to utilise so it can make the readers feel empathy for them. They have an innocent look on their faces. This evokes a sense of guilt and sadness in the reader. The animals’ posture and gaze have been cleverly used to get the maximum attention. For example, the dolphin has been ingeniously placed sideways with only one eye facing the reader and without any water. This evokes a sense of sadness and sympathy towards it. The tiger’s stance and gaze is positioned so it is challenging the readers with a serious appearance on his face. Next, one of the main reasons why these cuddly toys have been used, and not real life photographs, is because children tend to go through the mail and one of the first things they’ll look for is toys or images. As soon as they see this, they will cry and weep to their parents to help save the species. Research shows parents give in easily to their children so this would help immensely to persuade them to donate. Also, the free gift is enticing to potential donors.

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Thirdly, immediately beneath the opening statement is the envelope which you would use to send your donation. Even in here, the writer has used many persuasive techniques to improve the chances of getting a donation. Firstly, this envelope catches our eyes because it is printed in a bright yellow colour; the makers have chosen a very bright yellow colour so it blends with the orang-utans’ natural habitat. In addition, the writer could’ve used this colour to remind us about bananas which orang-utans eat.  Secondly, on the envelope, the capitalised word “FREEPOST” is printed. This means the reader doesn’t even have ...

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