Level 6 Essay
What techniques do charity campaigns use to convey their idea and persuade the viewer? Have they
gone too far? Danielle Gough BA Visual Communication, Level 6
This essay will provide an in depth analysis into charity campaigns, their target audience and ways
of communicating an idea, message and the methods used to persuade the viewer to donate or join
the charity. In order to do this I will decode three images via semiotic analysis. Charity campaign
techniques, symbols and signs , social and political issues used to persuade the viewer will be
explored. The methods, history and theory of advertising, and advertising campaigns will also be
taken into account.
Advertising companies know their audience inside out, they know their weakness,...show more
content...
It could just hand out lengthy tracts about ethics, but how many people would stop and take one, let
alone read it?"(The Guardian 21/01/2010 p1) P.E.T.A have used the strong slogan and image to
shock the audience into looking, and remembering the campaign thefore having a lasting effect,
which is why there publisitiy and popularity has grown ver the years.
The slogan ' I am Alica Silverstone and I am a Vegetarian', to me is contraversial. As these words
can usually be accosiated with something you would say in a support group, here P.E.T.A have
used this for shock purposes. This pycology states " Seldom do words adeqeuately allow humans to
explore and express the range and depth of our many subjective states" ( Boesch,E Waltr,J, Susana ,A
, 2007 p172) The use of the powerfully statement and slogan reinforces P.E.T.A and their shock effect
attitute.
The image of the woman is the main signifier,Carolina Hein states " Women displayed as sexual
objects is the leif motif of erotic spectacle, from pin ups to strip tease she holds the look, plays to
and signifies male desire" ( Hein 2008, pg349 ) using the male gaze as a way of portraying the
female form, and drawing you into the advert. This use of the male gaze is dated back to pre
raphlite paintings, the women is depicted as opressed and vunrable to draw our attention to the
campaign advert.
Sex in advertising is a key technique that gets campaigns noticed Shimp
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