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Barnardos advertising campaign of 1999-2000 had used many disturbing advertisements to raise funds for its charity campaign, one of the most shocking and remember able advertisements

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Introduction

English Media Barnardos advertising campaign of 1999-2000 had used many disturbing advertisements to raise funds for its charity campaign, one of the most shocking and remember able advertisements was the one which had a baby seemingly injecting itself with heroin known as the barnardos baby. The copy catches your interest with a dramatic beginning by using a harsh descriptive verb such as "battered". This verb implies an act of violence which also gives the impression of abuse which then makes you think that the battering occurred on a regular basis. The copy then goes on to say that a child was battered, "battered as a child" now knowing that a child was battered, you find yourself all the more interested, willing to read on and sympathetic. ...read more.

Middle

:Child abuse need not lead to an empty future" Barnardos are trying to show that being abused at a young age doesn't mean you will turn to drugs, become homeless or turn to prostitution, you can lead the same life as any other child. The next paragraph goes on to clearly state that barnardos no longer runs orphanages but is now a charity that helps mainly children but also helps their families. Then they give you a opportunity to make a donation. The focus of the ad is on the child which has been substituted in John Donaldson's place, a 23 year old heroin addict. The child's white skin contrasts with the dark background and makes it stand out. I think they chose such a pale baby to reinforce this and I think they chose a white baby to give the idea of purity and innocence. ...read more.

Conclusion

The baby is holding a syringe in its left hand. The baby is dressed solely in a nappy which gives it a universal look and shows its vulnerability. Also, the baby has a number of bruises on its legs which gives the feeling of abuse and neglect. The corner which the baby is situated in has grimy dirty walls which look to have moss growing out of them; the back right wall is artificially lit and the back left wall is shrouded in darkness. There is a silver spoon to the left of the image; this is put there to show that not every child is born with a silver spoon in their mouth which is an old saying. All of these things move people and bring out their emotional side which is what the advertisements are aiming to do. ...read more.

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