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I am going to compare the two advertisements l have been given, one is
'Save the children' and one is 'Barnardo's'.
The points I am going to discuss are logo and contact information,
slogan use of emotive language, use of repetition, pictures, use of
'you', message, appeal and target audience.
The logo in the 'Save the Children' leaflet is the upper half of a
body reaching upwards. It is encircled by a thick line with a gap
before it reaches the body.
The contact information is not clearly seen, it is in small print, in
white writing, against a grey background below one of the logos and
slogans. It is in a clear font style and states all of the necessary
information. It includes the 'Registered Charity Number'. The logo is
usually blood red on either a grey, white or black background. It is
placed a lot throughout the leaflet but on the last page it is placed
next to the contact information in a clear place so that the contact
information follows the solution having a bigger impact on YOU making
The logo on the 'Barnardo's' advertisement only appears once. It is
three people holding hands; they are positioned so that they look like
they are running. Two of them are bigger than the middle one, which
looks as if it is running and being lifted by the adults. It looks as
if the one having fun and as it they are free. It is in a light
colour, most probably white (I have a black & white copy) and the
background is black. The contact information is clearly stated in an
'easy read' font size and it is strategically placed at the bottom of
the page so you see it last and it becomes the last thing on your mind
so you remember it. The contact information is clearly stated in an
'easy read' font size and it is also placed at the bottom of the page.
The sentence 'Make a donation' is placed just before the phone number.
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This is a clever way of making you want to phone or visit their
website as soon as possible. It encourages the reader to help, using
very little effort.
The slogan on the 'Save the Children' is simply the name of the
charity, by using the 'Save the Children' as their slogan it not only
encourages you to take action but because of the repeated phrase
throughout, it encourages you to remember the company name.
The slogan 'Barnardo's' leaflet is 'GIVING CHILDREN BACK THEIR
FUTURE'. It is in a bold font and in capitals to give more of an
effect and to make it stand out. It makes you really think you are
helping and it makes you want to be part of that experience and have a
larger emphasis on changing someone's life for the better.
'Save the Children' uses lots of motive language such as 'Poverty,
save, infected, virus, working children, chance, normal childhood,
emergency, help, robbed of almost everything, crisis, bring aid, fee
worldwide, makes a difference, regular gift, save the children, better
lives and deprived families'. This is used to make us feel sorry of
the children. It strategically places problem words at the start of
the leaflet, to enhance your emotion, and then it uses solution words
towards the end to show you how you can help.
The 'Barnardo's' leaflet also uses strong emotive language in a
similar patter using harsh problem words such as: 'drugs, addicted,
living death, died, pain filled' at the start of the leaflet to catch
your eye and to capture the readers emotions, then it moves onto words
that provide a solution like 'donation, providing, save, support and
counselling?' Although l have noticed both adverts use the line
'Giving children back their future' or 'just 10p a day can help vive a
child a different future', l think the sue of the words 'child' 'vie
and 'future' are strong words to use that must reach peoples hearts at
a high level.
The 'Save the Children' leaflet is very repetitive and uses a lot of
its emotive words often, whereas the 'Barnardo's' advert is shorter
and lot less repetitive.
The pictures in the 'Save the Children' advert are mainly close sheets
of children looking up to the camera. This makes them appear smaller
and more vulnerable. It shows you faces to make you see the dying
children who live in poverty that you could be saving. Putting it in
black and white print has more effect. It makes it bolder and the true
meaning of the picture stronger. It makes you feel sad and guilty,
making you want to help.
The photo on the 'Barnardo's' advert works well with the story, it is
not just a photo of a person, it is like a caption from a film or TV
advert that might be made about the story. Because it is taken from so
high up- it makes her appear so small and alone in the world.
It makes her appear naïve and defenceless. It says to you that she
didn't really have a chance for a different life and it makes it seem
that no-one cared for her. It is also in black and white giving it a
greater impact and making the picture stronger and stand out more.
I think both try to make you think that you could really make a
difference and that you could really help. They are both really strong
adverts that really play with your emotions to make you want to vive.
They appeal really to anyone that is willing to give up a small amount
of money to help and they even try to appeal to those that won't try
and influence them.
In conclusion, l have established that they are both very similar and
very strong, powerful adverts. The only real differences being that
the 'Barnardo's' advert is not as repetitive as the 'Save the
Children' advert and that the Barnardo's' advert is shorter, more
precise and to the point.