February 19, 2013
Cordaid, The Catholic Organization for Relief and Development Aid, is an international development organization based in the Netherlands. The organization fights poverty, exclusion in fragile states, areas of conflict, and extreme inequality. In order to stand up for the world’s poorest and most marginalized communities, they raise funds in the Netherlands as well as other international areas. The target audiences for this campaign are citizens from the Netherlands. This advertisement is targeted mainly at women, which can be assumed by the use of a female model as well as the included prop, the handbag. The advert would have been aimed at women from middle to high class who regularly spend large amounts of money on fashion items, such as handbags. The advertisement clearly targets women who believe that one can never have too many bags and there is always a need for a new bag to coordinate with different outfits. This advert was used as an outdoor advertising which meant a wide range of people were exposed to it allowing not only the main target audience to comprehend its message but anyone else who might stumble on the image itself. The photo was taken in a place that looks like the deserts of Africa. The ground is clear with little to no vegetation or life anywhere to be found. However, there is a slender woman lying across the floor using her body to display the handbag. She has one hand across her forehead holding up her posture and the other hand alongside her body, holding up a clean, delicate white bag. Her scrunched eyebrows and squinted eyes show that she is in distress. By the stern look on her face and very bold facial structure we can tell that this woman has been through a lot trying to find food in order to survive. The bag, on the other hand, is a contrast to the surrounding area. The whiteness of the bag sticks out of the picture like a sore thumb. It represents purity,...
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