Charity Adverts

 1. Charity campaign video: Not this girl: ActionAid UK

     https://www.youtube.com/watch?v=mPRXhNFPgwo

Action Aid is an international charity that works with young woman who live in poverty; their main goal is to provide a safe and life changing world for all women. Fighting poverty and ending violence is their main aim so that women are able to have a better future ahead of them. As well as providing a safe environment for women, they also work for freedom from all sorts of oppression, achieve social justice, gender equality by working with communities. 

The purpose that is being conveyed to the audience is that there are many girls, in this case Kenya, that suffer from all different kinds of sexual abuse wherever they go. From the moment that they are born they already start to experience many forms of violence as well as sexual violence. Throughout the advertisement, Action Aid include many statistics about the sexual abuse in Kenya for example: 1 in every 3 girls in Kenya go though sexual violence in her childhood. As the audience, it makes them feel pity for the women who have to constantly go though with this lifestyle; as well as pity it gives them a sense of guilt because they start to realise how privileged they are in the life that they live in which makes the audience want to try and help by donating money to the charity. The benefit that the donations go to is that more woman are less afraid to speak up about the sexual trauma that they have been through or going through which is the whole purpose of the advertisement. 

2. RSPCA: Advert on abandoned dogs

 Primary Source: RSPCA Animal Advert – Language of Charity Advertising

RSPCA stands for the Royal Society for the Prevention of Cruelty to Animals and they are the largest animal welfare charity in the UK, furthermore they also specialise in rescuing animals that have been in abusive families or animals that are found hurt and stranded.  Their main aims for all animals are to end animal cruelty and treat them with compassion and love that they deserve. They do not only care for pet animals such as cats, dogs, hamsters but also farm animals and lab animals too. 

The charity's purpose is to mainly make the audience feel sympathy for the dog; this is shown in the use of  the triples conveys that the charity is trying to persuade the audience into donating into them. Moreover, the triple headline is also in big, bold and black font which further adds on to the empathy that is being created. Similar to the Action Aid advertisement, this RSPCA advert also adds statistics to exaggerate their points and makes them more persuading to the audience. They have included numerous amounts of contact details which tricks the audience into wanting to donate even more. 



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