Cancer Research UK Charity Advertisement
Ideologies:
The ideology promoted is that cancer is personified and has emotions which is shown by the main heading of the print. Another ideology promoted is that cancer needs to be beaten with the help of everyone. This is shown by the use of personified pronouns such as 'we' and 'us'. It also is shown through the use of the command 'Help us make it sooner'.
Visual and Narrative Techniques:
There is no characters in this however, the use of just text and no imagery is more thought provoking in my opinion. I believe this because viewers have to picture this within their head so it takes more effort to decompose the image. However, it doesn't grab the attention of the someone passing it. It may be attention grabbing in its white colour however I believe that the colour white may be generic.
Advertising Techniques:
I don't believe this promotes any line of appeal or use any specific device however, the lack of characters as well as the use of personal pronouns makes the advert more appealing to everyone. It doesn't give too much information and therefore will is a quick read for passersby and therefore their message is displayed quickly.
What works:
The use of a 'short and sweet' style and small amount of text gets the point across quickly as well as effectively. The use of large text font makes the main header stand out successfully.
You've included points about personification and the use of text only. You've the general gist of it, but you could go a lot more in depth with your research.
ReplyDelete"It's Cancer's turn to be afraid" taps into the fear of the pubic; human fears of developing cancer or the fear that someone they love will develop it. Saying it's cancer's turn to be afraid rallies the public up for revenge; they will donate and fight for the loved ones they lost.
In terms of lines and appeals, this method of advertisement challenges the viewer's need for love and belonging, as well as safety. This will often attract the attention of the Utopians, a sub-classification of consumer who wishes for the world to be a better place. In selfish cases, this advert also appeals to the Aspirer; who will donate purely for respect and recognition. (Every advert uses lines of appeal, it's just difficult to find sometimes.)
The use of no imagery but text is to direct the viewer to the importance of the campaign; to direct them to the text. Black text on white, as well as it being "short and sweet" makes the message eye catching and instantly set in to the reader's conscience.