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Level 6 Essay

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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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