'Compare the advertising campaigns for Benetton and Barnardos Essay\r'

'â€Å"Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular dirt of product or service.” 1\r\nAdvertising is employ to individually attract an sense of hearing’s attention, an sense of hearing to a product or ca drug ab wont or to persuade the listening the merit or dynamism of the product or causation. Advertisers do this by formation the qualities of a product, highlighting the difference to other products or by employ emotional appeal, stressing peer pressure, victimization aspiration, fear or stressing the benefits to the consumer’s lifestyle.\r\nThe main tenseness of this essay is to comp atomic number 18 stirising methods and works employed by Benetton and Bernardos, one for selling clothes and the other exhausting to help infantren in need.\r\nBernardos’ campaign is move to come through an aw arness of child ab utilize, large an photo of a child in the place of an adult in occurrences ranging from standing on line of longitude of a oversize building to being ab turn out(a) to use heroin or some other form of drug. By using these emotional images of children in an adult role it emotionally shockingmails us into donating to their cause because adults argon accountable for their mistakes, which children ar b holded in innocence, to see this ripped from under them is same defiling the greatest gift and because Bernardo’s uses children instead of adults in these situations consecrates us flat more emotional even though they are the fake pictures, while they bed be considered more shocking than images utilize by Benetton. Text used with each image is similarly emotionally moving and makes the auditory sense compliments to help.\r\nThe image of â€Å"Martin Ward age 29” shows a youth boy standing atop a balusters on a elephantine building expression d protest against a background of dull, grey and large buildings. The background is almost colour slight but the truly top right corner, with the Bernardos advert on top of the hardly sky in the image, which is a grey-blue. This represents a bleak life for the persona in the image, except one small part which seems to be being almost guarded by the Bernardos logo. Also the use of colourful robes on the child shows us that though he is contrive into an adult situation and his life is bleak, childishness remains and isn’t solely destroyed. The use of yellowed on the clothing bath seem to represent hope due to yellow being the perceived colour of light.\r\nâ€Å"Made to experience worth slight as a child, it was hardly surprise that Martin could see no other carriage out” by using this text they highlight on how the bleak landscape whitethorn be that of his own mind and what he studys, and though a child is being used to stand on the balusters it could infact either be the last of Martin’s c hildhood and innocence or that Martin, aged 29 had jumped aside a rooftop to his death because of his childhood and so, the child in him is the one who committed suicide. By using and give a name to the image, it creates a unite to truthfulness. An common picture could be fake, it isn’t alive and stick out’t affect most race provided you give that persona in the picture a name and all of a sudden it’s like it’s alive and people either shy absent and ignore it, or use up up and imagine in a cause and by doing so, this adds even more power to the exceedingly power of the image and text.\r\nBenetton’s campaign is trying to sell a product by using racial stamps to highlight our own stereotypes and stereotypical views in their runner campaign, then going on to use literal finished or tough images to ask us why we accept how violent the sockledge domain in whole is and why we do nonhing to occluded front such atrocities.\r\nBenett on’s â€Å"Rice in hand” ad is black to cause the audience to be alerted to the advertisement, while making the audience speculate about the poorest people in the eastern earthly concern and how little they eng obliterateer. The open palm can be interpreted as a hand ask for help because of so little they reach. The â€Å"Rice in hand” ad is focusing on our essential needs, thus the use of a plain background, totally an open palm which can symbolize acquaintance or peace, and the bare essential food we need, swing out the luxuries that the west can afford. However the gaberdine background could likewise present the idea that pureness people in history make water been seen as a â€Å"superior” race and so have encroached on black people’s lands and taken it from them until they are left with their own bare minimums. both(prenominal) of these make people want to break the stereotype of the hoarding white man and the poor black man.\r\n Where as the â€Å"Handcuffs” ad is showing a white man and black man affiliated at the wrist by hand cuffs, they as well as appear to be wearing blue prison overalls. The handcuff around the black man’s wrist appears to be tighter because of the veins being more clear but this may be coincidence. This ad draws the audience to think about cultural stereotypes of black males as trouble makers where as white people are seen as average; averageal and further the bondage may be seen as a link amidst races, that we are both on the estate together yet we are separated, thus the only link is the handcuffs which are forcefully put there.\r\nThe utilisation of this advert is to show the links amid the races and how we racially or culturally stereotype each other and though we may not want to be with the other race, we have to. The target audience is everyone who is able to consider these ideas as sooner or later lots of people are subjected to racism, be it causing it or fighting it.\r\nBoth these adverts are trying to raise awareness of the way antithetic races come into contact with each other and have racial or cultural stereotypes. Benetton have apply this to sell their products. They have no intention of giving their profits to starving people in Africa with less than the minimum needed, or to make bridges between white and black communities, instead they use these images to make the potential customer think about the advert and this causes it to become stuck in their head which is known to growth chances of buying the product. The slogan of â€Å"United colors by Benetton” excessively factors into this because it almost tricks the buyer into thinking that their specie is going to a frank cause.\r\nThe images used are from real situations are intended to shock by means of style, layout, central focus or colour. They also raise awareness of issues while selling a product and I believe it is right to use real images of human suff ering in this way because it brings the troubles of the world into the fuzzy pink clouds that are our norm and by interrupting that normality people complain, to which you can solution â€Å"Then why aren’t you doing anything?” If it takes a clothing company to exploit these images to make people believe in helping and becoming a self-fulfilling prediction then images of real human suffering should by all odds be used.\r\nThe general style for the second campaign is much more extreme and violent than the first which originally prayed on stereotypes; the second campaign used shock to instill care into people. â€Å"We need to have images that will make people think and discuss. Ad agencies are obsolete, they’re out of touch with the times; they’re far too comfortable. When the client is happy, they stop trying. They don’t want to know what’s going on in the world. They create a false reality and want people to believe in it. We show real ity and we’re criticized for it.”2\r\nThe second campaigns images forced people to examine their reactions to violent images outside of the TV where they were accepted as normal, and not realized how truly horrific they were until now. The â€Å"Death of support Victim” or â€Å"La Pietà” ad is extremely moving because the settings, the people in the image are like that of Jesus and yet this is an AIDS victim being compared to the son of God and yet the affliction is the same, loved ones and a priest.\r\nThe image of the wasted corpse, sacked by disease is abundant to burn into soul’s memory without the loved ones crying and it also gives it a sense of reality and despair and it is because of this reality that people block it because they aren’t strong enough to have their safe world penetrated by the reality of the world and it’s violent nature. â€Å"Michelangelo’s Pietà during the rebirth might be fake, Jesus Chr ist may never have existed. That was real promotion. But we know this death has happened. This is the thing. And the more real the thing is, the less people want to see it.”2\r\nBernardo’s uses fake images of children in the place of adults in extreme adult situations to make us more emotional and likely to donate to their cause, yet this is seen as satisfactory while people should be angry they are effectively being blackmailed emotionally and yet Benetton uses real life images and is criticized.\r\nâ€Å"Shocking violence in the intelligence operation is normal, but when you take the same photo out of the news and put a Benetton logo on it, people pause and reflect on their correct on the problem. When they can’t come to call with it, they get mad at us.”2 and yet it is these images that we should be happier about compared to the fakes supplied by Bernardo’s. â€Å"It seems that an advertisement which misleads the consumer with phantasy and l ies is considered more correct”2 and this is true with life, because people don’t want reality, they want their perfect worlds where speculative things happen to other people far, far away with no consequences on them, yet when the bad things happen to other people far, far away and are brought to them they are outraged. â€Å"people don’t want news, they want olds”3\r\nâ€Å"It has always intrigued me how fakes have been accepted and reality is rejected.”2\r\nAfter analysis, the Bernardo’s campaign seems better equipped to achieve its purpose because it uses image which though still troubling, is deemed less so than that of Benetton’s. Also because it uses fake images instead of real ones, consideration is added and so people are able to hap their bubbles of saneness that the world’s violence desperately wants to burst.\r\nAlthough Barnardos seeks to get its audience to give for a good cause, it does it through deceit, lies and emotional blackmail though the end justifies the means and it is seen as acceptable while Benetton’s campaign images gives real life at its nucleus it does so for what is seen as the wrong reasons and so is shunned and criticized.\r\nBibliography:\r\n1 †http://en.wikipedia.org/wiki/Advertising\r\n2 †Oliviero Toscani\r\n3 †â€Å"The Truth: A Novel of Discworld” http://www.amazon.com/review/R3LV503LWFE65Z\r\n'