Print-Based Charity Advert - UN Women's Rights

The advert uses the common image of the search engine drop-drop bar. It shows the most-searched endings to the sentence ‘women need to’ and it has been manipulated to show negative and discriminating endings to the sentence.

            This advert uses shock tactics to grab the attention of the audience as the search bar is covering the woman’s mouth. This represents the way in which women are silenced in these countries. All of the sentence endings in the search bar are a representation of the role and view that a lot of people in foreign countries have of women. This gives a perspective of this society and it gives the audience the message that it is wrong and unfair. The use of repetition is clear to see with the same sentence starter in the search bar. This is used to make it stick in the mind of the audience and it will make the sentence starter become relevant to the viewer.

            The use of mode of address is important in this advert because the woman is looking directly into the eyes of the audience. She has a blank expression on her face to show that she is unable to defend herself or speak out for her rights. Her eyes have no emotion. This could represent the fact that they are unaware that this should not be happening. The woman knows that the situation is unfair, but she does not know a world with anything else. This is important because this represents the message behind the advert. The woman is wearing a burka, which tells the audience that she must be from a Middle Eastern country. The advert represents a large amount of discrimination and the lack of equal rights for woman in certain countries. Therefore the use of a woman wearing the traditional clothing is important to ensure that the audience knows about the concept of the advert and why they have to raise awareness of this issue.