• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Do charity adverts have to be shocking in order to provoke a response?

Extracts from this document...

Introduction

Do charity adverts have to be shocking in order to provoke a response? Charity adverts - what do they make you think of? Do they make you whip out your wallet without a second thought or do they make you shudder at the thought of having to part with your hard-earned cash? If you fall in to the latter category then it seems that you are not the only one. More often than not, nowadays charities have to work harder to get their donations, which leaves them wondering how they can act in order to provoke a response. To shock or not to shock? This is the question that is the most frequently posed to multi-national organisations and one in which I fully intend to answer. Nowadays charity adverts are becoming increasingly shocking. We as the public could be thought of as the cause as we as a nation are turning in to a mob of de-sensitized neandathals. Society has become increasingly violent. It seems that it is taking more and more shocking images in the media, to make us part with our money. A reason for this change could be because of current charity adverts. A few years ago, the images of the starving children of Ethiopia was considered shocking, and these adverts were seen as effective, but over the years it seems to be wearing off. By seeing all the poverty it does not seem real to us; we have become used to the shocking images. ...read more.

Middle

It underestimates the disease, after all "it's not terribly nice, but it's bearable, and the infection will soon burn itself out". The text is in small print, but every so often there are words, which are in bold or boxed to emphasize their meaning. Such an example of this is when they say "Imagine, everytime you blink you scratch your eyes. This tries to make the reader know how it feels to have this disease. It also works in conjunction with the picture of the eyes entwined with the sharp barbed wire. In the text, there are also some words used a lot in order to get the message across, words such as 'burn', and 'agonizing'. All these words are used in this contrast. The tone of the writing changes throughout the piece from going from sarcastic to writing with compassion. It is not only the images used that can be shocking; in some adverts it is what the image can convey. An example of this is in the Marie Stopes Abortion advert. There is a lot of text, which seems to be just a lot of information, so the reader does not bother to read it straight away. There is also one main picture of a coat hanger that has been untangled, which seems to be irrelevant. The reader would probably dismiss this advert, but then they read the headline, which say's "When abortion isn't an option, some Women have stab at it anyway". ...read more.

Conclusion

Advertisers should know when to stop. Adverts for charities should be dramatic, but the images and style in which an advert is packaged should also be easy to take in. In my view I think that adverts have to be shocking in order to provoke a response. It has come to a point where it is necessary to portray the advert in a shocking way in order for it to be acknowledged. This does not mean however that I applaud charity adverts such as the RSPCA advert, because I believe those adverts to be both wrong and hypocritical. How can an organization that is supposed to promote animal welfare be so far off the mark? However it is important to maintain a balance between shocking and non-shocking adverts. It is because of the excessive use of shocking adverts that we have become immune to them. The advert should be easy to take in, but it should also linger in the mind and have a good impact in order for it to be successful. The abortion advert is a good example of this: it is both shocking and effective, but it has a sort of safety lock on it to ensure the wrong people do not see it. Anyway, if you still believe that non-shocking adverts are most effective, and if you are still unsure about the place of violence in our society just look on the Internet. I mean, where else but on an animal welfare website would you find games such as electrocute the puppy and win $20? ?? ?? ?? ?? ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing essays

  1. Compare and contrast two charity advertisements. How does each advertisement aim to persuade the ...

    So at this point of the letter, our minds are made up into donating '�3' every month to the RSPCA to help our 'inspector' Collins and animals like Trio. We are going to donate our money however we are later hit with a sense of urgency to help animals when it states; 'Animals like these need your support NOW'.

  2. What Techniques do the charity adverts Cartoon and Cribs use to get their audience's ...

    where the girl sees the car and when she is knocked over. In the "Cribs" advert there are a few high angle shots showing vulnerability; one where the girl jumps onto the bed: this shows that she is a teenager, also there is a low angle shot showing the audience

  1. This project requires me to produce a imaginary business

    In a small business it is easy for the business to design the product for the customer. The small business can also order special parts for the design. Customer service for a small company is normally better as they can stay open longer, and there after sales support is better.

  2. This project requires me to produce an imaginary business.

    If you want to attract a lot of customers then a low price is better, but if know that your product is better then you may charge higher price. There are three types of price: � Low price- To attract lots of customers, you will have a price lower then your competition.

  1. Analysis of Adverts

    The bottle seems to be floating in mid-air, which further reinforces the idea of power. This idea of power is what almost hypnotizes the customer into buying the product, making them perceive that after the usage of the product, they will indeed become powerful.

  2. Levis Adverts.

    In the advert there is no dialogue only signs like the man at customs saluting the army but we can always tell what is happening with the music volume and people's facial expressions: the advert is effective without the dialogue.

  1. Analysing adverts in the media.

    In contrast, advert two does focus almost entirely on the product, the MG ZR. The car with the headlights on appears to be driving straight at the reader, inviting or persuading her to take notice of it. In Advert one, the image is of sand dunes with the sea in

  2. Advertising is necessary to let us know what is new.

    Companies do not need adverts to increase profits but it wouldn't be a high enough profit margin if we did not have adverts. And some adverts do not make us want materialistic things but other things such as self-actualisation. You must also be quite precise about the way you use the terms NEED and WANT.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work