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How Amnesty International Persuades People to Donate Money to Their Organization through Advertising
The reason for advertising in newspapers and in magazines is to sell a
product in order to make profit. However, Amnesty International is not
selling a product for profit. It is an organisation that is trying to
get people to focus on the problem of political prisoners, tortured
people and people in difficulties all around the world.
Amnesty International is a charity and charities are different to
businesses. Charities are to help people while businesses are to sell
products to people. Charities persuade people to donate money for
people who are in great difficulties. Amnesty International works
worldwide for the release of prisoners, to ensure fair trials for
political prisoners and to try to stop torture and death of prisoners.
Amnesty International has to use stronger persuasive tactics because
they are advertising stronger and more dangerous issues. They are also
trying to compete against many other charities which are perhaps more
attractive an appealing to the general public, for example, charities
dealing with animals or needy children.
I am going to focus on an Amnesty International advert which tells
about the rape and torture of a young girl by soldiers in Mexico. The
girl was just eighteen years old and her name was Julieta Flores
Castillo. The soldiers also arrested her father. As she was arrested
she said, “Kill me! It is better than being tortured!” However they
continued to torture her and locked her up for several weeks. As the
advert continues, “The men who raped and tortured Julieta are
unpunished.” The style of writing in telling this story includes very
emotive words and ideas. For example, another sentence states,
“Julieta was terrified but neither her pleas nor her youth no her
terror saved her from torture.”
On the left side of the advertisement there is a recipe titled
“MEXICAN CHILLI CON CARNAGE” There is a well-known Mexican dish called
Chilli Con Carne. The advert is therefore using a pun, which is a play
on the words ‘Carne’ and ‘Carnage’.