Save the Children is a non-profit organisation working in 120 countries including the UK (Where We Work, n.d.), to save children’s lives, fight for their rights and help them fulfil their potential. They respond to emergencies to save children when disaster strikes; help give an education to children who are missing out; help tackle the poverty which harms a child's chances; provide access to better healthcare; feed children and campaign against the causes of global hunger and protect children who are in danger, exploited or neglected (What We Do, n.d.). One of the most recognised campaigns is ‘No Child Born to Die’ where Save the Children demand global action to end children dying from preventable deaths.
2. Objective: Increasing Donations
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Positive Emotional Strategy
Save the Children’s No Child Born to Die campaign was launched in January, 2011. The aim was to prevent deaths of children under five from preventable or treatable illnesses, such as diarrhoea and pneumonia. Branislava Milosevic (2011) speaking about the No Child Born to Die campaign explained, the campaign’s marketing included sponsored advertising and search engine ads, but the main marketing method was television adverts running at prime time.
No Child Born to Die, as well possibly all of Save the Children’s campaigns, use negative emotional appeal. This provokes negative emotion as a result of not using a product or adapting a behaviour (Henley, Donovan, & Moorhead, 1998). Negative emotional appeal has been the preferred health and safety campaign approach for a long time, therefore, the public may become familiar with this approach. It has been suggested that it has become less emotional, hence less motivating (Árvai & Rivers, 2013), therefore, using positive emotional appeal in television adverts might be stimulating.
Positive appeal in marketing stresses the positive gains for a person who purchases the product (Imber & Toffler, 2008). Applying this to Save the Children, their marketing programmes could focus on the positive feeling the audience would get as a result of donating; or show the positive gains the children have received due to receiving
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‘Badly targeted mailings’, was chosen by 47% of respondents, followed by money being spent on marketing by charities. So, using cheaper outreach, other than television, and direct marketing, could renew the audience’s interest in charity marketing programmes.
Direct marketing, a marketing method, costs very little compared to mass advertising (Hartnett & Keisler, 2006), which Save the Children currently use most. Direct marketing only involves physical materials such as catalogues, mailers and flyers, and not internet, television or radio advertisements. Direct marketing removes the ‘middle man’ from the marketing process, so Save the Children’s promotional message is handed directly to a potential
This advertisement features Pathos, because the little boy in the advertisement will probably make people feel guilty, because they spend a lot of money on unnecessary things and waste it, but this child says “Don’t I deserve a happy life?”, and this will probably make people from our society want to spend money to support this cause. This advertisement also features patriotism, because it suggests that purchasing this product will show the love, and support you have towards your country. This company makes people from America want to support this cause. It says in the advertisement,” Help stop child poverty in America”. This advertisement also features Transfer andWeasel Words because it uses positive words, and positive images to suggest that the product being sold is also positive.
In their advertisements, the St. Jude Children’s Hopsital Research Foundation packs their thirty second commercials with as many rhetorical appeals as possible. The purpose of these celebrity-endorsed commercials is to encourage viewers to donate to the foundation, and the producers have creatively inserted various rhetorical appeals in hopes to sway viewers to open their wallets. By using an immense amount of rhetorical appeal; including ethos, pathos, logos, and kairos, the St. Jude Children’s Hospital Research Foundation has successfully created an informative and heartfelt commercial that has inspired many to donate to medical research for children.
In an article describing the entire series of ASPCA ads that Sarah McLachlan appears in, the author states “that simple pitch has raised roughly $30 million for the organization since the advertisements started running in early 2007, making it the A.S.P.C.A.’s most successful fund-raising effort” (Strom). This article goes on to explain that many viewers are compelled to donate because they feel empowered whereas the animals being shown are helpless; the ads make the viewers feel like they can make a huge difference and this is a major advertising strategy. After further researching the success of this advertisement, it became clear that this method was not only used by the ASPCA but also in many other commercials that are aiming for donations from the viewers. It is found that people “are particularly sympathetic and likely to donate when they see sad expressions versus happy or neutral expressions” (Small & Verrochi). Based on this research, it is intentional that victims are pictured on charity appeals, such as this one, to elicit the responses that are believed to engender prosocial behavior. With that said, it is not a surprise that these ads were successful in bringing in donations for the
In every advertisement, there are emotional appeals that address the emotional vulnerabilities of the audience. This discussion shall focus on these emotional appeals applied in this ad by PowerAde. This discussion shall try to explicate the emotional appeals utilized in this commercial namely: the need for attention, the need for prominence and the need to achieve.
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
The Pro Life Fetal Rights Movement Problems with format Pro-life rhetoric is reshaping history to make room for a new class of citizens. The members of this new identity group are called "fetuses," and their legal protection is crucial to the heritage of and future of America. Lauren Berlant, in her essay, "America, 'Fat,' the Fetus"; describes the pro-life motivation to present fetuses as a class of citizens, and thereby add "a new group of "persons" to "the people"" (Berlant, 98). To do so, pro-lifers exploit the current convergence of public and private spheres. In the intimate public sphere, citizens are defined not by a common civic duty, but instead, by a shared morality.
The current generation of consumers lives in an era of advertisement. It’s hard to walk around a street corner and not see an ad for something “new” and “big”. In the video “The Persuaders” the first point that the speaker makes is how New York has developed a shell of ads around it. (PBS, The Persuaders) Ads however, like culture, are constantly changing to appeal to a broader range of audience. One such ad is the Duracell battery and teddy bear advertisement. In the Duracell battery and teddy bear advertisement; the ad primarily appeals to the audience's emotion (pathos).
Any agency that uses children for marketing schemes spends hundreds of billions of dollars each year worldwide persuading and manipulating consumer’s lifestyles that lead to overindulgence and squandering. Three articles uncover a social problem that advertising companies need to report about. In his research piece “Kid Kustomers” Eric Schlosser considers the reasons for the number of parents that allow their children to consume harmful foods such as ‘McDonalds’. McDonalds is food that is meant to be fast and not meant to be a regular diet. Advertising exploits children’s needs for the wealth of their enterprise, creating false solutions, covering facts about their food and deceiving children’s insecurities.
emotions. Sut Jhally describes ads as "the dream life of our culture" and explains the persuasive
Advertisers all have one goal in common, that is an ad that is catching to a consumer’s attention. In today’s fast paced society there are so many selling products and charities. As I exam the advertisement for the American Society for the Prevention of Cruelty for Animals (ASPCA), I will show how they use the pathos, ethos, and logos – also known as Aristotle’s Theory of Persuasion.
From that perspective, I will highlight the following programs that Save the Children does here in the United States alone. This organization have four main programs. First is health and nutrition, second is education, third is emergencies, and fourth is hunger and livelihoods. For health and nutrition, Save the Children is visiting schools, and other institutions giving lessons about balanced food and healthy food choices. In addition, education contributes 22% of their main programs. They have school-based literacy programs for disadvantaged students from kindergarten through 6th grade, specifically in reading, math, and science. They also provide tools and support schools in this advocacy. Another, in times of emergencies like natural disasters, Save the Children is visible. During the floods in the Gulf Coast region, they were there to give emergency assistance. The organization provide child-focused emergency plans, trainings, and emergency resources in preparation for coming disasters. Moreover, on the hunger and livelihoods aspect, the organization believes in not just giving fish, they also teach families how to fish. This in my opinion, is commendable. Not all organization have this advocacy. It promotes families to stand and support their families and not just depend on aids from private and public sectors.
Abortion, a simple word yet complicated. This word has become a controversial topic in political, religious and medical world since the 19th century and until now, it’s still a question in each and everyone’s heart. (“Feminist”) On January 1973, abortion has been brought out in the case of Roe v. Wade, which later ruled that the state law that banned abortion is unconstitutional by the Supreme Court. (“britannica”). Because of this case from 1973 through 2005, millions of legal abortions were performed. For a better cause and to avoid public protestants towards this issue, the government of Nebraska and Oklahoma had signed two specific laws about abortion (“Procon”). Although abortion has been protected by the government, many people- like me- still hold a strong belief that says:” Abortion is illegal.”
Marketers are often accused of marketing to children to gain higher profits. Young children are targeted because they usually do not know right from wrong. Many people have criticized McDonald’s for advertising the Happy Meal towards young children for higher profits. Some people consider it unethical because the Happy Meal is so unhealthy. However, McDonald’s has taken many initiatives to show that it is a corporation that does not manipulate children for profit and that they care for children. The Ronald McDonald House Charities organization was created by McDonalds in 1974 to help children in need. The organization believes that helping one child will go a long way, and they express their commitment in their vision statement, “We believe when you change a child’s life, you change a family’s, which can change a community and, ultimately, the world” (Ronald McDonald House Charity). McDonald’s also provides donations for many other children’s charities and has taken steps to improve the Happy Meals by providing healthier options. McDonalds works hard towards making children all ove...
There are possible solutions for the problem of advertising to children some being already used in other countries.
audience, the advertising industry is charged with several ethical breeches, which focus on a lack of societal responsibility (Treise 59). Child Advocacy groups and concerned parents, among others, question the ethicality of advertising claims and appeals that are directed towards vulnerable groups in particular, children (Bush 31).