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Death And Hate Of Lines Are Used To Save Lives

873 words - 4 pages

According to the New York Donor Network, ten-thousand New Yorkers are on the organ transplant waiting lists and a new name is added ever two and a half hours, yet the percentage of New Yorkers registered as organ donors is less than half the national average (New York Donor Network) . Because of these grim numbers, the New York Donor Network launched a memorable ad campaign in August of 2013 called “Hate the Wait” to encourage organ donation registration among New Yorkers. One of these ads was placed on New York city subways (see fig. 1). The appeals to death and hatred of lines used in the ad are effective in conveying the urgent need for organ donations.
Other familiar donation ads ...view middle of the document...

With the individual who “died waiting in line” lacking a face, it allows viewers to imagine the face of a family member, one of their friends, neighbors, or themselves as the one who dies waiting in line instead of a stranger. Without faces, viewers can put themselves in the place of the dead man and imagine the lifeless feet as being theirs. The dead man sticks out as the focus of the visual; his pale feet make an obvious contrast to the dark, moody colors which otherwise dominate the image. His pale blue-ish skin also indicates illness and death, and is how viewers can identify him as dead. His lack of shoes next to the other individuals' full shoes not only make him stand out, but it also leaves no doubt that he is dead because he has a body identification tag around his toe. Although he is the main focus, he is off to the side and is the fourth in the line out of the six people shown. Placing the dead man later in line represents that his place in the organ transplant line is too far back to live. The unique focus on death in the “Hate the Wait” ads can evoke shock because the message is unexpected, and this helps grab viewers' attention and to make a memorable impression.
The ad also appeals to its viewer's general hate of waiting in line with a play on the idea of organ donors literally standing 'waiting in line' on transplant waiting lists to New Yorkers waiting in...

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