Amnesty Internatioal Advertisement Analysis

Analysis of the Language Used in the Amnesty Internatioal Advertisements

In the advertising world, the purpose of advertising is to inform or persuade people to purchase a product or service. Here the advertisers want the customer to give them their money, and in return they will obtain a product or use a service. Most advertising is placed where the potential customers might see it. Places such as magazines and newspapers (print advertising) are popular advertisement spots. There’s more time and space to put detail, background information and pictures in to put across your point. With charities the aim of advertising is different. Not only do they want to create awareness of the charity but to have

The whole of the leaflet has been designed with three colours; white, black and a dull green. Even though these colours can be limiting as there are no changes in tone and also they aren't very eye-catching. It still draws your attention as the graphic design has been carefully structured with different words and fontsOn the front of the leaflet there is a slogan 'if you can't imagine what it's like to be tortures let's bring it closer to home.' This caption can be described as a double entrendre as it is has a hidden meaning. The first impression that it gives you is that the leaflet can inform you about torture that has happened around the world and what the organisation is about. The second meaning is that the torture is already happening at 'home', so you don't have to bring it home; it happens all the time and you can be completely oblivious to it. The front of this caption gives a message in its own way. It is important to pick the correct font when alerting knowledge about any organisations especially on the topics of human rights and extreme issues that Amnesty are involved with. For example if the font were

Accept this time the writing reads 'now imagine this was your face.' This is quite a shocking statement, which makes you sit up and pay attention. Again the key words like 'imagine' and 'face' have bigger font sizes. The word 'imagine' has been carried through to show that if this makes you stop and think, can you really imagine what it would be like to be tortured. The iron is the only image shown throughout this leaflet but it is powerful enough to have an affect on the reader by making them aware of a horrifying image before they have even read any informative sections in the leaflet. The iron again looks ghostly as its angle is portrayed to show it coming down at a great force.

On the left side the page is occupied completely by writing. It starts off with a numerical fact to justify a reason for why they are supporting this cause. However this time the font has changed to be less striking and more informative. Along the left hand side you