Compare and Contrast the Oxfam 'Cut Conflict' Advertisement and the CCF Advertisement.

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Compare and Contrast the Oxfam ‘Cut Conflict’ Advertisement and the CCF Advertisement.

          Charities face very similar issues, as with many other organisations, companies and institutions. There are the common problems of under funding and over advertising otherwise known as ‘Compassionate Fatigue’, competition and conflicting ideas in the minds of the general public.

          Charities advertise almost anywhere like, t.v`s banners, billboards, magazines and etc… The general public view these advertises and sometimes sponsor it. Charities who advertise too much can lead to many problems. The general public can get bombarded with advertises so they can get sick of it. This problem a charity faces is ‘Compassionate Fatigue’. Charities know these problems and they deal with when it is needed.

          Two very different charity organisations are Oxfam and CCF known as ‘Christian Child Fund’. CCF do not only help Christians throughout the world they help everybody. Over a period of twenty years, CCF have established a reputation for helping children through practical partnership. They have built with children, families, communities and governments across the world. They have played an important role to help many families and children. CCF have an aim, an aim which is to ensure that children grow up free from disease, poverty and exploitation. CCF have appealed to help the poor in less developed countries.    

          Oxfam represents itself by a small globe, which acts as the letter ‘O’ on the Oxfam logo. That globe shows and tells us that Oxfam are a worldwide organisation. They are there to help everyone everywhere. Oxfam were founded in 1948 and registered as a charity in 1958. Oxfam like many other Charities are there to prevent poverty, exploitation and children that grow up with life threatening diseases. Many children in the countries of Africa have weapons all over the place, and at any time a child will be seriously wounded or even killed. Oxfam have appealed about the implications of arms controls and weapons inspection.

          The advertisement by Oxfam is aimed at the more politically aware and educated reader because of the technical language they use, for e.g.

‘It’s time for a truly restrictive code on arms sales. One with teeth and no loopholes. One open to public security’.

          The CCF advertise is mostly aimed at people over eighteen because it asks for credit card details.


          The Oxfam advertisement shows a girl with bandaged on her eye, arm and leg. This image stands out, and in particular, the use of white bandages against a black background. We symphasize with the young girl who has obviously been hurt in some way. The size of the image takes up half of the advert and therefore we are drawn attention to the severity of the victim’s injuries. It also has a bold large print followed by a similar text with an Oxfam logo at the bottom.

          Like the little girl in the Oxfam advertisement, the first thing you notice in the CCF advertisement is the little girl in the image. Unlike the Oxfam ad where the text was written beside the girl. In the CCF the text is written around the young girl. This has been done for a reason, it has been done because the reader can look across the advert and focus on the image while reading. The reader can show sympathy for the young girl.

          The main difference between the CCF and Oxfam advertisements is that there is a payment slip on the CCF where you can give any donations. Unlike it, in the Oxfam advertisement you have to phone in and give donations, where you are also charged for the calls. The other additional difference’s are that, the CCF has a border has a border, which is written in text around the advert saying,

Join now!

‘ Christians Children’s Fund of Great Britain is a human, non-denominational registered charity…’ and it continues with information about the charity. The other additional difference is that the CCF also has small images of children at the bottom of the page, the images are divided into two groups. On the left side the groups, it shows faces of children who look hungry and need help. On the right side of the groups, it shows pictures of children who have been sponsored by us, the general public.

          In both adverts Oxfam and CCF, the use ...

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