Charity Campaigns:
- Target Audience ABC.
- Using vulnerable human beings (children) as its not their fault for being in that situation.
- Plays on heart strings.
We are losing empathy, because heavy exposure to violence in the media. Numbs us.
Children are exposed to about 5 violent scenes a day, leading to the acceptance of violence and seeing the subject as a normal thing.
Therefore, charities have to make the adverts more extreme to hit the audience with effect
Generic Codes and Conventions of charity ads:
- Creation of sympathy (facts and stats).
- Creation of empathy.
- Shock - make you feel you have to contribute.
- Charity name.
- Slogan.
- Use of colour (dull dark colours to create the overall sad, damp mood of the advert).
- Web address.
