Comparing Two Charity Leaflets
Compare the advertising leaflet for Christian Aid with the leaflet
produced by the rspca. Analyse how the different charities try to
persuade their audience to change their view, and/or do something to
help them, and the difficulties the charities face. Examine and
comment on their effectiveness.
The purpose of this essay is to compare two charity leaflets and to
analyse the effectiveness and impact that they have on the audience. I
will be comparing how they persuade the audience to act or think
differently. The two charity adverts I will be comparing are those
produced for Christian Aid, which is a humanitarian organisation, and
the rspca (the Royal Society for the Prevention of Cruelty to
Animals), which is an animal welfare organisation.
Charities are there for support. The main purpose of them is to
improve livelihoods and help people or animals that are less
fortunate, fighting to survive. Charities operate in different
communities and each organisation has a unique way of helping. Without
these charities many people and animals all over the world would be
suffering and most of them would have no hope of living.
People give to charities for many reasons: Some feel guilty that there
is suffering in the world and feel that it is their duty to help
prevent this suffering. Other people feel sympathetic. Some of the
world's major religions state that believers must donate to charity,
as it is their moral duty towards God to do so.
A charity usually focuses on one target and raises awareness about
just one particular issue. For example there are charities preventing
child abuse (nspcc), animal cruelty (the blue cross), humanitarian
charities (oxfam) and medical (the red cross). All of these charities
constantly need to advertise in order to raise money and remind people
of all the suffering. The vast number of charities causes competition
between organisations. Charities can advertise through:
Broadcast media - television and radio, or Print media - billboard
posters, newspapers (tabloid or broadsheet) magazines and the
Internet. Most charities create an advert to be distributed in each of
the various methods of media.
Advertising is very important in our modern culture. It is everywhere.
Every product has to be advertised for it to become popular with the
public. Food, clothes, music, films; they are all advertised before
people buy them. Advertisement of a product can also prove to the
consumer that the product can be trusted. But it can also create a
false impression. Some adverts are exaggerated slightly and portray
the product as though it is of higher quality.
Charities are most likely to use print media. This is because it is
adequate and cheap. Print media allows charities to present detailed