Level 6 Essay
What techniques do charity campaigns use to convey their idea and persuade the viewer? Have they gone too far? Danielle Gough BA Visual Communication, Level 6
This essay will provide an in depth analysis into charity campaigns, their target audience and ways of communicating an idea, message and the methods used to persuade the viewer to donate or join the charity. In order to do this I will decode three images via semiotic analysis. Charity campaign techniques, symbols and signs , social and political issues used to persuade the viewer will be explored. The methods, history and theory of advertising, and advertising campaigns will also be taken into account.
Advertising companies know their audience inside out, they know their weakness, strengths, what drives them to buy a product, and the psychology behind it. Scott, W states “ As it is the human mind that advertising is dealing with, it’s only scientific basis is psychology, which is simply a systematic study of those same minds the advertiser is seeking to influence.” (Scott, 1916,p 2) They know figures and their target audience and human behaviour inside out. Their campaigns and posters are an extension of this. Decoding them and the reasoning behind them, will be my basis of study.
Charities are selling a certain type of agenda, idea, lifestyle or an objective or wrong that should be right within advertising, there campaigns are an extension of there brand identity and what they are about, how they say it, and their whole personality. As stated by Dyer, G “ Charity Advertising is usually non- profit making, but often usues the persuasive techniques of commercial advertising” also Nava A states about social cause advertising “within contempory Western societies identity has not only been linked to movements of self- affirmation, but has also become integrated into lifestyle decisiions made about the self”( Nava, 1997, pg 29) If you choose to donate, or give to a certain charity this says something about
This essay will provide an in depth analysis into charity campaigns, their target audience and ways of communicating an idea, message and the methods used to persuade the viewer to donate or join the charity. In order to do this I will decode three images via semiotic analysis. Charity campaign techniques, symbols and signs , social and political issues used to persuade the viewer will be explored. The methods, history and theory of advertising, and advertising campaigns will also be taken into account.
Advertising companies know their audience inside out, they know their weakness, strengths, what drives them to buy a product, and the psychology behind it. Scott, W states “ As it is the human mind that advertising is dealing with, it’s only scientific basis is psychology, which is simply a systematic study of those same minds the advertiser is seeking to influence.” (Scott, 1916,p 2) They know figures and their target audience and human behaviour inside out. Their campaigns and posters are an extension of this. Decoding them and the reasoning behind them, will be my basis of study.
Charities are selling a certain type of agenda, idea, lifestyle or an objective or wrong that should be right within advertising, there campaigns are an extension of there brand identity and what they are about, how they say it, and their whole personality. As stated by Dyer, G “ Charity Advertising is usually non- profit making, but often usues the persuasive techniques of commercial advertising” also Nava A states about social cause advertising “within contempory Western societies identity has not only been linked to movements of self- affirmation, but has also become integrated into lifestyle decisiions made about the self”( Nava, 1997, pg 29) If you choose to donate, or give to a certain charity this says something about