Advertising: Codes and conventions of charity advertising

Charity advertising is a unique division of promotional activity aimed at raising awareness and funds for good causes rather than selling a product or service.
It utilises a combination of emotive imagery, persuasive language, and hard-hitting statistics to engage the viewer and stimulate supportive action.
It is important to analyse how these adverts construct narratives that shape public attitudes towards various societal issues.

Charity adverts often employ shock tactics to grab attention, using distressing images or stories that portray the urgency or gravity of the situation.
The persuasive use of language often involves emotive, compelling words and phrases that encourage empathy and urgency.
The narrative structure often follows the problem-solution model, presenting a pressing issue followed by how the viewer’s contribution can make a difference.
They usually include call-to-action messages, urging the audience to donate, volunteer or spread awareness.
Usage of endorsements or celebrity advocates is common in charity advertising, leveraging their influence to add credibility and reach.
These ads regularly employ real stories or testimonials for audience connection and authenticity.

The ethos, pathos, and logos model is often used, where ethos involves establishing credibility, pathos focuses on emotional appeal, and logos emphasises logical arguments or facts.
The guilt appeal technique may be used to engender feelings of responsibility amongst viewers.
Charities often implement visual metaphors or symbolism in their adverts for deeper emotional impact.

These advertisements play a significant role in shaping societal perceptions and attitudes towards various issues such as poverty, animal cruelty, human rights, and climate change..
Explore how these adverts challenge or reinforce cultural norms and values.
Analyse how they potentially create or perpetuate stereotypes.
Assess the ethical aspects of using potentially distressing imagery or guilt-appeal in charity advertising.

Reinforce understanding by examining real examples of effective and controversial charity advertisements.
Evaluate the adverts’ strategies, analysing their semiotics, context, and impact on the audience.
Assess the success of these adverts in terms of funds raised and awareness generated, as well as any backlash or critique they received.