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Oxfam Leaflet

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'Looking at the Oxfam leaflet analyse the effectiveness of the techniques used to achieve the charities aims'. The Oxfam leaflet that I am analysing is directed at an adult audience who have a bank account and are looking at making the lives of people in third world countries better. The leaflet uses a variety of instilling images to persuade the reader to give money to Oxfam and the use of contrasting colours helps the flow of the leaflet. The opening page of the leaflet is bright and dramatic, however it remains simple and uncluttered and gives the impression of a professional and well-known charity. Besides the use of green to show the leaflet is from Oxfam, there is also the connotation of life, which cannot be sustained without water. There is also the connotation of nature which of course water is a part of, this links with Oxfam as the interpretation is that they are giving water to the people who need it in third world countries, so showing this is a reputable and essential charity to give to in terms of saving peoples lives. The simple use of a tap wrapped up on the front page is genius. We all have the connotation of water when we see a tap, which is what you will be providing to those people when you donate your money. A tap is also something that many people in developed countries take for granted, everyone has a tap in their home and uses them almost everyday, so this well-known image appeals to everybody. ...read more.


The small green box which covers the bottom of pages two and three gives the reader a few facts and statistics to further persuade them into donating to Oxfam. The use of the '�2' a month is used a lot throughout this paragraph again it is written as a number to show that it is only a small amount and for many people is pocket change which they do not care much about. With the section being backed in green it draws your attention to it, again the green colour gives connotations of life and nature which water fits perfectly into both. The final sentence of the box is written in different colour from the rest of the text, this is done for two reasons the first is because it is no longer a fact or statistic which they are telling you, it is how 'you' the reader can donate your money to Oxfam and by splitting this into a different colour from the rest of the text it makes it clear what the reader has to do in order to help the people from third world countries. The second reason is that by splitting it off from the bulk of the text, by using a different colour, leads you onto the next page in the leaflet which is the regular giving form. The regular giving form is where the majority of readers would be most likely to put the leaflet down and not bother donating money, so by having a smooth connection between page three and the giving form increases the chance of the reader donating money. ...read more.


All of the pictures shown are positive, bright and colourful. The first picture of a woman holding a picture card makes the image more personal, by including a person into an image it makes the reader feel more attached to them and the situation they are in. The second image is of clear blue skies the reason this image has been chosen is that blue skies bring connotations of happiness, by providing water to these people in the third world countries it will bring happiness into their lives. The third image is of a well being built, this image has been chosen to show the reader what their money will give to these people in third world countries. By showing the donator how much of a difference their money will make it encourages them to give to Oxfam. Near the bottom of the page the "make a difference" heading and the 'thank you' tag are both in red this grabs the readers attention by making them standout from the rest of the text, also the red gives images and connotations of life which is what Oxfam are trying to say here is that you are giving the gift of life by donating money which will "make a difference". After analysing the effects and techniques that the Oxfam leaflet has used to achieve its aims I can see it is very effective at targeting the reader's emotions and using stereotypical colour and word connotations to persuade the reader to donate money. The leaflet is filled with hidden meanings which make the reader want to get involved with Oxfam's aims of providing water for third world countries via the two pounds which they are asking you to donate a month. ...read more.

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