Olyver Cox Mr Perrian 11Kn
Compare the advertising campaigns for Benetton and Barnardos. How do both aim to attract their audiences? Which would you say is more successful in persuading the audience?
“Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service.” 1
Advertising is used to either attract an audience’s attention, an audience to a product or cause or to persuade the audience the merit or desirability of the product or cause. Advertisers do this by defining the qualities of a product, highlighting the difference to other products or by using emotional appeal, stressing peer pressure, using aspiration, fear or stressing the benefits to the consumer’s lifestyle.
The main focus of this essay is to compare advertising methods and campaigns employed by Benetton and Bernardos, one for selling clothes and the other trying to help children in need.
Bernardos’ campaign is trying to achieve an awareness of child abuse, giving an image of a child in the place of an adult in situations ranging from standing on top of a large building to being about to use heroin or some other form of drug. By using these emotional images of children in an adult situation it emotionally blackmails us into donating to their cause because adults are accountable for their mistakes, which children are basked in innocence, to have this ripped from under them is like defiling the greatest gift and because Bernardo’s uses children instead of adults in these situations makes us even more emotional even though they are the fake pictures, while they can be considered more shocking than images used by Benetton. Text used with each image is also emotionally moving and makes the audience want to help. The image of “Martin Ward age 29” shows a young boy standing atop a handrail on a large building looking down against a background of dull, grey and large buildings. The background is almost colourless except the very top right corner, with the Bernardos advert on top of the only sky in the image, which is a grey-blue. This represents a bleak life for the persona in the image, except one small part which seems to be being almost guarded by the Bernardos logo. Also the use of colourful clothing on the child shows us that though he is put into an adult situation and his life is bleak, childishness remains and isn’t completely destroyed. The use of yellow on the clothing can seem to represent hope due to yellow being the perceived colour of light. “Made to feel worthless as a child, it was hardly surprising that Martin could see no other way out” by using this text they highlight on how the bleak landscape may be that of his own mind and what he believes, and though a child is being used to stand on the handrail it could infact either be the last of Martin’s childhood and innocence or that Martin, aged 29 had jumped off a rooftop to his death because of his childhood and so, the child in him is the one who committed suicide. By using and giving a name to the image, it creates a link to reality. An ordinary picture could be fake, it isn’t alive and can’t affect most people yet you give that persona in the picture a name and all of a sudden it’s like it’s alive and people either shy away and ignore it, or get up and believe in a cause and by doing so, this adds even more power to the extremely power of the image and text.