Advertising Analysis: Crisis At Christmas

Crisis at Christmas

In Britain, it is harsh to live during winter if you are homeless. The temperature goes down, below zero, during night, and the cold is unbearable. Ironically, there are many homeless people who do not have shelters to prevent themselves from the cold. They sleep on the floors, in front of stories, and the snow fall on them. In fact, the homeless people encounter extremely tough life experience. The advertisement effectively persuades the readers to support and donate to Crisis of Christmas by narrating, the horrific situations that homeless people face during Christmas; using language that is easy to imagine (imaginative language), and showing visual imagery, layouts, and fonts to make the readers visualize the situation
"Cold, hungry, and alone, there's often nothing to enjoy, no one to be with, and little hope of anything better" This sentence enlightens the readers that homeless people are not suffering only because of cold, but they also have nothing to hold to. They are lonely in the cold weather and have no hope. By notifying the reader this information, it makes them to feel guilty, when they compare themselves with the homeless people. It is sense of humanity to feel the blameworthy for yourself and your happy life while a great number of people are suffering around you. After putting the reader in that position, the advertisement adds "You can help fill the space for someone, for just a few pounds- for £ 23.39," In this case, the reader senses that it is his or her responsibility to help these poor homeless people who are anguish around him or her. In addition to that, the time the ad is published is so specific. It is Christmas, and for Christian people, it is the perfect time to help the poor people. The advert is convincing the readers by indirectly blaming them that it is their responsibility to lend a hand to the poor people. ".... we have seen how a little comfort and support, given at the right time, can trigger a real, lasting change." The piece is basically saying,' it is the perfect time to donate, and we have the perfect people to receive the
Easy to imagine and visualize the issues it addresses. The title says "We're planning to take on homelessness this Christmas. Will you?" This a rhetorical question that captures that attention of the reader and make them say 'yes' inside and get the audience think. It is very influential way to get the readers' awareness rather than only stating the plan. To make readers convinced more, ad states that the organization was running for a long time which implies their experience of the work they want to do. It says, "Since 1972.........we have seen how a little comfort and support, given at the right time, can trigger a real, lasting change." The length of the time highlights the reliability of the organizations word. At the end of the quotation, it says, 'a real, lasting change' that indicates something that will stay with the person in a long time which hints the donation will not only make their Christmas day, but it will shape their future forever. To highlight that even more, the ad narrates the story of one of the homeless people they helped. This emphasized information gives the readers motive to donate because it is a great achievement if £23.39 can give someone possibility of better life. Addition to that, the words "you and your" are repeated many times to give the reader the sense that this is his or her role to play. The ad presents that it is chance to change many people lives and