Evaluation of Persuasion Techniques in an Advertisement

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Evaluation of Persuasion Techniques in an Advertisement As it is known today, advertisements are part of our everyday life. Mostly advertisements are used to sell to consumers by persuading and reaching out to us, or to inform us of the choices we have as consumers. They often strengthen our desire for things by appealing to the compulsive aspects of our psyche. However, advertisements that advertise charities often try to appeal to the compassionate aspects of our psyche, in order to help people more needy than ourselves. Advertisements are generally more complex than we like to believe. This advertisement is taken from a magazine and is appealing to people to give help to a charity known as Christian Children’s Fund. Christian Children’s Fund is one of the oldest yet respected children’s charities. It aims to create an environment of hope and respect for needy children of all cultures and beliefs in which they have opportunities to achieve their full potential, and provides practical tools for positive change - to children, families and communities. This advertisement tells the story of a little girl’s struggle in one of the least developed countries, Gambia. However hard her family work to support and provide for her - her future is devoid of all hope. The photograph effectively shows this vulnerability and utter despair which the girl is feeling. It makes the advertisement very solemn and also helps us to understand the severity of the situation. The face of the child is so beautiful and sweet and yet why is she so unhappy? –if you haven’t already read the text that supports the photograph it would make you curious as to... ... middle of paper ... ...g as it reminds you of the hope and happiness you are bringing to that child and the real reason why you are doing it. The advertisers have tried to make this sponsor form as simple as possible, for example; it’s freepost so no stamp is needed, in order to make people more likely to sponsor a child. Overall I think this advertisement is extremely effective; it conveys the severity of the situation, it is capable of remaining in people’s thoughts, it is simple yet elegant in design and most importantly it is able to appeal to the compassionate aspects of our psyche in order to gain support for the Christian Children’s Fund. This advertisement would prove even more effective if found within a magazine because it would be surrounded by things that appeal to us which are not a necessity in our lives, for example, shoes.

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