On the Amnesty leaflet it uses; different sized text, capital letters, colours and inverted text. The sizes may be used to show importance and the colour may be added for interest and to make it more attractive. This is different to the shelter leaflet as it is black and white. The red writing on the Amnesty leaflet may be there to symbolise blood, danger and death. This WILL make the reader feel petrified as it complements the depressing picture.
The overall layout of the shelter leaflet is very different to the amnesty one. This is because the two organisations get money in a different ways. Amnesty wants money immediately I know this because the leaflet is laid out as a contribution envelope. This may pressure the reader into giving money by making them feel guilty. The shelter leaflet gets money in the long term by telephone. They do this by including phrases such as, “Giving generously”.
As well as evaluating the layout I also want to mention the language used. The shelter leaflet has a lot of repetition. This may be done so the emotive word stay in your mind in order to make the reader feel pity for the homeless people. The types of word repeated are: “young”, “help” and “homelessness”. More upsetting words are repeated in the Amnesty such as “torture” and “Firoz”, which is the tortured boys name. They repeat this because you will be reminded of the picture and the gloomy look in his eyes; the reader will think about how much pain he has been through. Using the boy’s first name would make you feel that you are part of his life, or a personal friend, making you believe that you need to, “Give as much as you can afford”.
Both organisations use emotive language in their leaflets. The words used in the shelter leaflet create sad, depressing and painful conations. These words may make the reader feel cold and think about the homeless people. Also the phase “giving Generously” is used. This will enthuse the reader in to giving. It is also a type of alliteration, which may catch the reader’s eye. It is graphical alliteration meaning that it has two G’s but has different starting sounds.
Amnesty uses very strong emotive language such as; torture, justice, distressing. This will show the reader how painful and traumatic torture is. This will make the reader feel shocked and sympathetic towards Firoz and other tortured people. Amnesty will make more money because it is an envelope, it uses more/stronger emotive words and an unpaid volunteer collects money, therefore putting pressure on the reader.
The shelter leaflet uses another technique called a rhetorical question. This means a question that doesn’t need to be answered. This will make the reader consider carefully about the homelessness problems. The leaflet then goes onto answer the question and hopefully addressing further questions and queries the readers may have. This will also make the reader feel more confident about the organisation and giving money to them.
Both organisations give facts to back up the information they give. Shelter gives mainly numerical facts to give an insight into how bad the homelessness problem is. Amnesty give personal information about a particular person, the information is textual. The readers will again feel empathy because the organisations have proof about the issues they are highlighting.
The shelter leaflet use slang words to describe the homeless people. This technique may be used to draw younger readers to the text. This is because younger people on the whole use slang. After they see the words they may want to read the rest of the article.
The Shelter leaflet uses present tense. This may be because you feel they are the problems of today. It makes the reader feel involved. The facts box is in past tense.
The Amnesty writing is in past tense. This might be done so you think more about what happened to “Firoz”.
The word “hard” is used in the shelter text. It has a double meaning. One of which is the TRUE fact. The other is that it is hard being homeless. This will make the reader think again about the troubles of the homeless people.
Both the leaflets are formal. They address the problems in a sensible and mature way. This will then make the reader feel that they can trust the charity.
Amnesty makes demands such as “DON’T LET THEM GET AWAY WITH IT”. The reader may feel it is their duty to help them by giving cash!
In conclusion I believe the reader will be more shocked by the Amnesty therefore will make more money. The Shelter leaflet will raise awareness about the homeless and increase support for the charity. Both leaflets are laid out in different ways but both are effective.
