2 Campaign Advertisements

2 Campaign Advertisements


This print based advert was created by WWF warning people about the dangers of climate change. They do not include writing, hyperboles or any kind of statistics in order to let the audience focus solely on the image and what it represents. This is quite rare for a print based campaign advert as it is not trying to be persuasive through the use of emotive language. It is a pretty hard selling campaign as it uses a moving and slightly distressing image to convey its point. The image is of a penguin appearing as if it is melting symbolising the effects of the melting of the polar ice caps. The background is red symbolising blood and death. At the bottom right corner they have their logo notifying the audience of who made the campaign poster and to go through them to find out more information.



This moving picture advert was made by the Telegraph as a way of informing people about the effect that second hand smoke has on their children. It consists of a sleeping baby in what appears to be a burning, smoke-filled room. We later find out that this was caused by the mother's cigarette smoke. There is a voiceover in the background informing the audience and reading out statistics. It is a hard-selling campaign as they use the vulnerable image of a sleeping child and put that in harm's way, tugging at the audience's heartstrings. They directly address the audience by saying "If you could see what was really there, then you wouldn't smoke". This allows the audience to stop and think about if they are possibly like this in any way. It portrays the fears that parents would have and as a result of this it could be classed as a 'reward and punishment' advert. The advert ends with a helpline offering a smoke free kit for people who would like to stop smoking. This is the goal of campaign adverts: to get people to change.



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