Advertising is a way to send out its product to the public and while sending out the product, they aim to inform and persuade the public to buy the product. But that's not all about advertising. Roger Thomas wrote the book 'advertising' and he describes advertising as 'any form of public announcement that is designed to promote that sale of a particular goods or services, or to persuade a group of people to carry out a particular course of action'. But, Roger Thomas goes on to say that, that definition is one of many others, which means advertising is not the only way to 'persuade persuade to want things, or to agree with your viewpoint'. So, what are the other things that make up advertising? Maybe having a target audience?
What is a target audience? A target audience are the people that the advertising company are targeting to buy a product. Without the target audience there would no one buying the product, so the advertising employee's would be out of a job. So, the target audience are what the advertising companies consider as their top priority and main concern for the product, and whatever the people want, then that's what they are going to get. (Or at least what they know will make them money is what they will market to the people).
You have to consider these things before picking your certain audience: Telling people about the product is easier than trying to change their minds to buy the product. In other words 'persuading is harder than informing'. When persuading you have to change what a person thinks about that creation, and convince them that they would be better off buying for their own benefit. The point of persuading is to make people change their minds, buy the new product, buy the old product, or continue buying the old product, and to tell a friend about the product so that the news spreads.
There are so many different ways products can be advertised to the public Television commercials, Radio, Billboard advertisements, Internet, on the bus, Posters, Telling friends (word of mouth), Telephone, Newspaper articles, Letters. One of the biggest ways of advertising these days is by the Internet. This is simply because wherever you are, and whoever you are, you can access the Internet, and you can send messages to all over the world. This makes it easier for the rest of the world to know about your new products.
I have chosen an advert called 'World Vision', which is similar to an Oxfam advert. The advert is campaigning for help, for the children. The age of these children would be approximately between the ages 3 to 9 years old. They are innocent little children who can't fend for themselves. Their facial expressions portray the torment and struggle they have had to endure, and are still enduring. Their faces and surroundings also show their poverty. Some of the children are crying.
They were born into poverty, and are still living in poverty. Some of the children are facing the camera directly and giving us a solemn message saying 'I need your help', and 'please help me'. No words are even needed, you can see through their eyes that they are tired, and sick of living the way they do. They are sick of their family getting sick and passing away because of the diseases, and lack of food and water. Many of the children cant even face the camera. This shows us the pain that they are feeling. They can't face the world. The pain and the world are overtaking the little strength they have left to cry out. The children in the advert are sitting directly in font of the camera, and I can tell they have been told to do this, as this is what would appeal to the viewers.
The advertisements only briefly spoke upon one girl called 'Adelia'. They said and wrote that she was 'seven years of age, an orphan living by herself, and just to get food she would carry her weight in water 3 times a day for two miles'. What does this tell us about the girl? It tells us that she has no help, no family, and has been forced to forsake her childhood, and become mature so that she can take care of and feed herself. The relationship all of them have is that they all live in a poverty stricken country and live that lifestyle. Some have been abandoned, and they are hungry, some are sick, and are alone in the world. That's why they are appealing to us to rescue them from poverty.
The ad is set in a 3rd world country such as India, or Asia. The reason for this is so the viewers can have an image of the surrounding they have to live in, where they have to travel through bare land to afar just to pull water out of a well, or from the river. The emphasise of the green environment was to show the lack of technology, and everything was still the same, and nothing had moved on. The visual techniques are moving are moving and sometimes still.
They have done it in this way so that to the public it would seem real, and so the words would jump up out at them and so would the whole issue. The aim is to draw people towards the suffering of the people in the 3rd world countries and urge them to take immediate action. They've used colour in this again to show the naturalness and poverty of these countries, and the realistic features in the add, such as the emotions on their faces. The ad hasn't been lit in any particular way, but when I was watching the advert the only thing I saw the children. After seeing the children, I then saw the environment. But I had been drawn to just the children when I first look at the advert, I could feel as there was a fluorescent light around them although not physically. The fluorescent light was to highlight their presence, and draw other peoples eyes to them sitting there.