Charity Advertisements – Christian Aid Christian Children’s Fund Essay Example

will benefit them in the afterlife or future incarnations or simply because it is a charitable act. As a result, people worldwide contribute money to various charitable causes.

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In addition to Christian Aid and Christian Children's Fund, there are various global charities available. These encompass Animal Aid, Animal Shelter, Children in Need, Oxfam, RSPCA, WWF, Cancer Research, The Breast Cancer Fund, Greenpeace Fund, Plant Life, Earth Watch among many others. There are abundant catalogs of organizations worldwide that offer aid not only to humans but also to other causes.

Several organizations, including Animal Aid, Animal Shelter, RSPCA, WWF, Greenpeace Fund, Plant Life, Earth Watch, Cancer Research, and The Breast Cancer Fund are dedicated to helping animals return to their natural habitat and ensuring their safety and well-being during illness. They also strive to protect the environment from harm. These charities provide medical equipment that helps both humans and animals recover and regain good health.

Charities use advertising to generate funds for those in need and bring attention to overlooked issues. Through television and radio, charitable organizations promote various causes ranging from environmental and animal welfare to human assistance. These numerous advertisements support a wide range of causes.

The existence of competition among charitable organizations leads to an abundance of advertisements from various organizations, all seeking assistance. The inadequacy of funding from the Government also contributes to the need for advertising. Asking the public for help is preferable to seeking aid from the Government, as there is no guarantee that the requested amount will be granted. By appealing to the public for funds, organizations can receive support promptly, as the public shows significant concern for environmental, poverty-related, and

animal-related issues.

Charities use various types of media to advertise their organizations, such as television, radio, billboards, and print media. On television, they highlight the living conditions of impoverished individuals and showcase their struggles in unclean environments. By presenting the most impoverished areas, they aim to evoke sympathy and encourage viewers to make a donation. On the radio, organizations like the RSPCA and Oxfam run advertising campaigns.

Radio adverts lack visuals and are short, making them less effective compared to directly observing the actual conditions. Charities utilize billboards to evoke empathy on a larger scale. Certain organizations produce printed materials such as posters and leaflets, allowing for more extensive information about charities and their activities. However, television, radio, and billboards fail to convey crucial details. Therefore, I believe it is important to have the opportunity to thoroughly read about these charities, ensuring our donations are not wasted on ineffective causes.

Food products, clothing, and music are among the various forms of advertising that surround us. Food labels often promote specific charities and encourage us to support them. Similarly, clothing labels inform us that a certain percentage of profits from the item will be donated to a charitable cause. These practices are carried out globally, making us believe that purchasing these products also constitutes a form of donation. In the realm of music, there are numerous songs focusing on themes like peace and harmony, serving as reminders of global events. Compared to other forms of advertising, songs are more enjoyable and captivating, making this approach more engaging and effective.

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Charities primarily use print media for advertising because it is inexpensive and efficient. Additionally, it is a simpler method of

advertising because people tend to remember what they have read. If the advertisement were on radio or television, it would be easily forgotten after hearing or seeing it just a few times. However, with printed leaflets, individuals can keep them as a reminder if they wish to make a donation. Unlike television, we cannot pause the broadcast to view the contact number again.

On posters, charitable organizations can use visuals to display the areas where they require assistance, along with their contact details. Unlike television, the information on the posters remains intact. If a charitable organization decides to advertise in newspapers, it is more likely to opt for local ones as people generally read them more often than national newspapers. However, if the intention is to receive donations from across the country or globally, advertising in national newspapers would be ideal as it reaches a wider audience. Alternatively, if a charity aims to solely target specific regions for donations, advertising in local newspapers would effectively reach everyone in those areas.

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When comparing the adverts of Christian Aid and Christian Children's Fund, it becomes evident that both organizations share a common goal of urging us to make a donation to their charity. These Christian organizations focus on providing assistance to impoverished individuals residing in underdeveloped areas and countries. They offer detailed explanations of their respective missions and provide ways through which we can contribute financially. Ultimately, both organizations exhibit similarities in their donation appeals.

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This Christian Aid advertisement features a striking image of two full page cans in a vibrant red color that stands out on the page, instantly capturing the

viewer's attention. The presence of such an image would entice us to read the complete leaflet. Upon reading the full leaflet, we encounter four additional pictures that reveal the true focus of the campaign. Contrary to our initial assumption that it was about coke cans or consuming soda, the advertisement sheds light on the plight of individuals in developing countries who endure dehydration due to inadequate access to safe and potable water.

After reading the complete brochure, the reader would gain an understanding that individuals in developing nations have access only to "Fresh Air" as their source of hydration. The phrase "The only thing" positioned below the "Fresh Air" symbol emphasizes that it is the sole resource available to them. Below this prominent emblem, which bears a resemblance to the original "Coca Cola" logo, there is a concise message that says, "Dying for a drink? Imagine if this was all you had to drink today." This effectively illustrates the daily struggle faced by individuals living in third world countries.

The other 4 pictures illustrate the hardships faced by poor people in their quest for clean water and nutritious food. These images evoke sympathy and motivate us to donate to the charity. The bolded words in the leaflet, such as "Waking every morning," "constant fear," "not having enough water," "1.1 billion people," and "One-sixth of the world's population," effectively convey the grim reality in Mali, where these individuals reside. When I looked through the leaflet, these impactful words immediately evoked compassion, just as they would for others. Witnessing the magnitude of suffering experienced by countless individuals is bound to elicit emotional responses and prompt a desire to

contribute.

The text showcases impactful quotes from individuals of the third world, highlighting their struggles. One such quote is from Hawa Amadu, who says, "Sometimes I go without food so that my children have water... So we will have to drink air." In order to draw attention to these words, they are presented in bold and larger font size. To ensure maximum visibility, this particular quote spans one quarter of the page and appears prominently as we open the first page, featuring a coke can.

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The advertisement for the Christian Children's Fund features a single picture of a little girl named Amie. The beginning of the leaflet states, "Amie has a Mother and Father who love her..." This leaflet shares the story of Amie and her family, who reside in The Gambia, one of the world's least developed countries. Their struggle to provide enough food and water for their daughter is similar to that depicted in the Christian Aids leaflet. However, the latter includes more images and personal narratives from numerous individuals. In contrast, this leaflet centers solely on Amie, emphasizing her lack of access to sufficient nourishment, water, and education.

Amie appears extremely sad and unhelpful in the image, evoking our own feelings of sadness and a sense of obligation to donate. In contrast to other images in the Christian Aids leaflet depicting older individuals working for sustenance, this advertisement portrays a helpless young girl who is incapable of caring for herself due to her small size. Estimated to be approximately three years old, she appears frail and unhealthy.

The font size of the letter on this advertisement is smaller compared to the font

used on the Christian Aids advert. The only text written in bold and clear writing is the intro and closing statement that reads, "Amie has a Mother and Father who love her...so why does she need a sponsor like you?" These words are formatted in a way that presents the first and final parts of Amie's situation. The introductory segment states, "Amie has a Mother and Father who love her..." and the concluding part says, "...so why does she need a sponsor like you?" This formatting choice is likely made to draw attention to the important aspects of the story, allowing readers to comprehend the message after reading the full narrative. In order to convince us to sponsor a child, the advertisers need to ensure that the visual appearance of the advertisement is sophisticated and imaginative.

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Nowadays, some advertisements can be overwhelming to watch. They might include distorted images that are hard to see, like individuals with physical disabilities or deceased people who fought for their lives. Additionally, these ads may showcase very thin individuals who haven't eaten in a while. These unsettling visuals can negatively affect viewers, making it challenging for them to keep watching. As a result, they may not be able to recognize the organization behind the ad or get important information needed for donating. In the past, ads used to portray a general depiction of life in poor countries by showing rundown villages and hardworking people struggling to access clean water. However, these distressing images are now simply wasting advertising time.

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Both advertisements employ language and persuasive techniques that pique our interest and instigate donations. These techniques include the

use of facts and opinions, statistics, repetition, rhetorical questions, and imagery. By presenting facts, viewers are made aware of the circumstances in third world countries, while opinions prompt us to consider how we can assist those in need. Statistics, presented through numbers, show us the potential impact our contributions could have or highlight the extent of global poverty.

Repetition serves as a reminder to donate, as it is easy to overlook this information when reading a lengthy charity advertisement. By mentioning the donation again, it prompts us to take action. Additionally, the advertisement always includes a phone number for us to call. The images depicting the current living conditions in the country also play a significant role in motivating us to donate. When we see pictures of people working tirelessly for food and water, we feel compelled to contribute as we recognize their determination. Moreover, both advertisements feature large, clear images, which increases their visibility and impact.

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Comparing the two advertisements, I believe that Christian Aid would receive more donations. This is because their advertisement includes numerous pictures and visuals, including two prominently displayed on the front. The decision to create a leaflet format also allows for more information about the charity to be included. The use of two pages further saves costs. In contrast, the Christian Children's Fund advertisement only features one picture of a girl, lacking the variety and impact found in the Christian Aid advertisement. The important facts in the Christian Aid ad are highlighted through bold text, making them easily readable with clear writing and font. Additionally, the large and colorful pictures in the Christian Aid advertisement make it more appealing

compared to the plain and simple design of the Christian Children's Fund ad.

With the National Lottery now donating money to charities, it has intensified the competition among other organizations. Moreover, the global recognition and reputation of the National Lottery for its generous monetary contributions gives it an advantage in garnering attention compared to other organizations.