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Compare and contrast a range of product and charity/issue advertising

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Introduction

Compare and contrast a range of product and charity/issue advertising Advertising is a multi-million pound industry; charities/issues with a small percentage of advertising and funding, such as Oxfam or Red Cross, and companies with a much larger percentage of advertising and funding, such as Nike or Cadbury's. These two sides of advertising have two different aims; product adverts aim to increase profits, and popularity, unlike charity/issue adverts, which aim to raise awareness and donations. Large companies have vast budgets purely allocated to advertising, whilst charities/issues have to use money from donations only, to produce low-budget adverts. Adverts are displayed in a variety of ways, in a diverse range of places, such as on T.V, on billboards, in shop-windows, in magazines and newspapers, on the internet, on the radio, on the sides of buses and in cinema adverts. We will now discuss the similarities and differences of product and charity adverts, discussing them in detail first. We will now deconstruct the T.V product advert of Coca-Cola, then a magazine advert from L'Oreal Paris, noticing the names of well-known brands are used, as companies receive more publicity through their adverts. The Coca-Cola advert used a young cast, as Coca Cola is aimed at a younger audience, as a persuasive technique. . The use of fit, energetic teenagers, most of a white ethnicity (as in the 70's and 80's, people of different colours were not commonly used in T.V adverts) captures the intensifying energy of the product, as the advert displays Coca-Cola giving a fun boost of energy to the teens, as they dance and run, to reflect the loud, active beat of the song played in the background. ...read more.

Middle

The uses of colour throughout the whole advert are light greys, with black and white tints/tones to reflect the children's sadness, which also makes viewers feel sad, enhancing the technique of emotive language, and images. The only colour used throughout the advert is that of the NSPCC logo, name and contact details, as to say that they are 'the ray of light and hope' which will help these children through their ordeals. The narration not only tells of a story, but only suggests how viewers can help by directly addressing them using emotive language, such as 'you can help'. This technique is aimed to receive donations by targeting the audience. Another technique used is softness and subtleness of the music played in the background, to emphasise the feeling of sadness, showing that charity/issue adverts rely on direct address and emotions to enhance their adverts. The charity/issue leaflet we will discuss is an "Adopt Me" leaflet for the adoption of dolphins. The company supporting this is called WDCS and is not a well-known company, so the company name and logo are well presented, as they are in large, white, bold lettering on the bottom-right of the leaflet. The next technique used, is the use of colour co-ordination, as a blue background is used for the leaflet, which relates to the meaning of the leaflet, dolphins. And as dolphins are blue, so is the background! The picture used is of four dolphins, assorted randomly on the page, made to look like they are swimming in the sea, which supports the aim of the leaflet. ...read more.

Conclusion

But on the other hand, product adverts can be pressurizing, as people could get teased or taunted if they don't have a new or flashy product, can display 'wants' and not 'needs', as people would want to buy a new product even if they had the old version, so they don't really need it but want to have it, can be very materialistic, can lead to debts, as people buy new and expensive products without realizing how much it will set them back, and can lead to jealousy or competition, as people without a new product would be jealous of those who have the new product, or would want to compete with other people to buy the newest products. However, the advertisement of a charity/issue cannot be classified as bad, as they are there to help, not increase profits. There are many effects of advertising; the main being jealousy. Many people see adverts and others buying or showing-off that product and want to buy it or have it to themselves, even though realistically, they don't need it. This is called materialism, and doesn't appear in charity/issue adverts. Noticing that product adverts are substantially more influential to the environment through materialism, I feel that they are advertising too much, in too many places, and can afford to do this because of profits, unlike charity adverts/issues are advertised in the minority, and I think that that is unreasonable, as charity/issue adverts are their to inform and help, and should be recognized more. Page 1 of 4 ...read more.

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