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Comparison of two Afghan Appeals.

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Introduction

Comparison of two Afghan Appeals Not a day has passed over the last few weeks, when there have not been appeals in every broadsheet newspaper, asking for donations for the Afghanistan refugee crisis. With their clever persuasive techniques, the appeals make you feel very guilty and vulnerable to give money. Each appeal has used different techniques to persuade the community into helping these Afghan refugees. Some are more effective than others, and that is what I am comparing now between two quite different appeals. (For the sake of the reader I am calling the 'Afghanistan Refugee Crisis' Appeal 1, and the 'Central Asia Emergency' Appeal 2.) Before you can start to persuade the reader into donating money, you have to get their attention, and these days most appeals that you find in newspapers are passed by without a glance. There is no use in having very persuasive text if the community aren't even going to bother to read it. So in some ways, the appearance of the appeal is the most important part. Pictures and large text will usually catch the reader's eye, so that they take a second glance at the appeal and maybe read on. ...read more.

Middle

The headline does more or less the opposite to Appeal 2, clearly stating what they are appealing about, 'Afghanistan Refugee Crisis'. Although this may turn a few people away, it then has a slogan, written in even larger text next to the picture of the girl, which replies to what probably all the readers were thinking at that moment. With the community feeling very reluctant to helping anyone who had anything to do with the terrible tragedies in New York the appeal writes, 'They're innocent. Please don't let them suffer'. These cleverly chosen words will make the reader stop and think. Their government might be guilty, but the Afghan families are innocent, they haven't done anything wrong so why should they suffer. The use of the words, 'Please don't let them suffer' are informing the reader, that they can help, and if they don't do something about it, the Afghan families will suffer. If the reader has by now been drawn into the appeal, they will then read the text. Neither appeal has a lot of text so that the reader will not get bored, and they both start off in the same manner except Appeal 1 is more factual. ...read more.

Conclusion

This is used as a persuasive technique as it will make the reader feel that he has to act now, and can't just leave the appeal in a pile to come back to later. It will be no good then. The telephone number follows the text, which is followed by methods of donating the money. Appeal 1 clearly comes across as the more modern of the two, with the use of a website address rather that a form which has been used in Appeal 2. Finally at the bottom of the page it has the companies' logo. It might not seem like it, but the logo actually plays a vital role in the persuasion because if the reader notices that it is a well-known company they may feel willing to donate money, as they will feel that the company is reliable and is not trying to con them. Appeal 1 has been written by 'Save the Children', which is a well-known charity, whilst Appeal 2 has been written by 'Action against Hunger', which I, and probably many others have not heard of before. On the whole, I think that I would donate my money to Appeal 1 because it comes across to me much more persuasive and eye-catching. Appeal 2 looks much less interesting and although it has persuasive text I would not feel obliged to give my money to that charity. Clare Weaver 12.10.01 ...read more.

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