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How do charity leaflets persuade the reader to donate money?

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Introduction

Jafar Hassan English Coursework How do charity leaflets persuade the reader to donate money? In this essay, I shall be focusing on two charity leaflets and comparing how they try to persuade the reader to donate money. The leaflets which I will be looking at are Oxfam's 'Ethiopia Appeal' leaflet, and Help the aged's campaign to 'Stop an older person being alone at Christmas'. The Oxfam leaflet is aimed at the NUT (National Union of Teachers), and the Help the aged leaflet is aimed at the general public. Both of these leaflets use varying techniques, to bring the reader into a more sympathetic state, both visual and written. The Oxfam advert is in a landscape form, much like a book which opens up from the bottom, making it almost user friendly. This is a very common way of leaflets being set out. The image on the front of the leaflet shows two children sitting together. It is very important for the image to be quite depressing for it to make an impact on the reader. The older child is helping a cup into the younger child's mouth, giving him water and the caption underneath the photograph says 'The children of Ethiopia need our help now', which is exactly what the photo is showing. ...read more.

Middle

This makes the reader feel guilty that they don't want to help because saying 'No, I don't want to help an older person who has no-one.' sounds cold-hearted. This is a clever technique to persaude the reader to help. Inside the Oxfam leaflet there is a photograph of someone measuring out rice. This is showing the reader that there isn't enough food to go around in Ethiopia. The caption underneath shows that the picture was taken at an 'Oxfam therapeutic feeding centre in Ethiopia'. This shows the reader what Oxfam have done already to help the children of Ethiopia with people's donations. This gives the reader peace of mind, that their money would go to good use. On the lower page of the leaflet, there is a heading, just like the one used in the Help the aged leaflet, saying 'YES, I want to help the people of Ethiopia'. I think Oxfam's method is more effective because the sentence is shorter, and sounds more serious. Next to the heading is a picture of children's feet which look thin and unhealthy. The caption says 'Children's feet; standing on the river bank where they play, bathe and collect water'. ...read more.

Conclusion

At the bottom of the page, it says 'please turn over...' which still gives the reader that sense of warmth from the writer. The other side of the page starts off with bold text saying 'we can't do it without the help of people like you.' The writer is now trying to flatter the reader, like a friend would do just before saying 'that's why I'm counting on you'. The letter ends with a signature, to keep up that friendly feel that the leaflet tries to get across. At the bottom of the leaflet, there is the second half of Muad Wilson's letter. It ends with Maud writing 'Yours in hope, Maud Wilson'. This gives the reader the feeling as if they're the only ones who can help. Out of the two charity leaflets, I thought the leaflet from Help the aged was more effective and used a more friendly lay out than the Oxfam leaflet. The persuasive techniques used in Help the aged's leaflet wasn't as effective as Oxfam's, but I thought the Oxfam leaflet was too difficult to read, as the writing was small and confined to small spaces. However, I do think the cause for Oxfam's leaflet is more important than Help the aged's appeal. If Oxfam used the same style as Help the aged's, I think it would be more effective. ...read more.

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