There is a big “Oxfam” logo presented at the top of the leaflet with writing underneath in a smaller font
“Working with poor people to help them help themselves”
This states the objectives of Oxfam along that they want the reader to help them to help people help themselves. On the other hand the Born Free leaflet shows a large image of four males holding guns surrounding a female elephant which has been killed due to being hunted for Ivory, It also shows an image of what you will receive from becoming a member of the charity, this acts as an incentive to persuade you to give to receive. The leaflet text approaches the reader as “Dear Friend” this sets a warm pleasant mood aimed directly at the person reading it. This leaflet would have been sent to along with being aimed towards adults although it may be influenced by children. To compare these leaflets I will examine them in a closer detail.
Both leaflets contain headings although the Oxfam leaflet has a large “Oxfam” logo with a sub heading below which informs the reader of the job Oxfam does, however Born Free has a smaller heading where the text is a fact, This is used to draw attention by making the audience shocked and at the same time interested.
Hidden meanings can be seen within the images Oxfam demonstrates this by showing a poor child happy conveying the images that poor children can be happy with your help although Born Free demonstrates this by conveying a elephant which has been killed which represents that with your help elephants lives can be saved.
The two leaflets both have different jobs but both are aiming to achieve a better world.
The Oxfam leaflet has a purpose of persuading people to donate money to Oxfam, to help poor people to help themselves provide for the families.
In contrast Born free is a persuading advertisement which is aimed to encourage people to become a member of a charity for £5 per quarter to help ‘protect elephants from poachers’ guns’.
The Oxfam leaflet gives an example of how bad and hard family’s life was until they received the help from Oxfam to rebuild there lives. The Born Free leaflet on the other hand conveys the direct problem and gives information of how your money will help them. It also shows what you will receive by becoming a member along with the many other campaigns which will be helped by becoming a member.
The language of both leaflets is aimed towards both male and female audiences above 16 due to them requesting money, it wouldn’t be appropriate to request money from children although the leaflet may be aimed at parents where there children encourage them to take interest.
The Oxfam leaflet motivates the reader by showing them that they are currently helping to help people help themselves to prove they are a worthy charity showing that more cash donations and support will enable them to help even more families.
Unlike the Oxfam leaflet, the Born Free leaflet expresses imagery and comes across to the reader as a plea for help before it’s to late as they use terms such as
‘Urgently need you to join’
This makes the reader feel singled out along with putting across the idea of guilt. The leaflet also plays with the reader’s conscience,
‘If you care about the elephants you will join’
This is implying that if you don’t join you obviously don’t care about the elephants which is good use of persuasion text but some people might see it as unfair and inappropriate.
I think that the Born Free leaflet is more effective due to the use of motivation and persuasive language, people may also choose Born Free to receive the free gift, however Oxfam has a bigger well known identity, I also expect some people may choose to support Oxfam with the idea that helping humans is more important than helping prevent hunting for elephants.
