Advertising Genre - CHARITY ADVERTISEMENTSThis is a featured page

Generally speaking, all advertisements strive to create a response in the audience - whether it is to buy something, to think differently about a product, to remember the name of a product or company or whatever. Charity ads depend on a n immediate response more than most - usually, what they want to do is to get the audience to donate money. This is a very, very difficult thing to do, and becasue of this, charity ads often strive to be original, engaging, strinking, shocking - basically, to be NOTABLE and MEMORABLE in some way.

With a partner, see if you can identify some CONVENTIONS of charity ads from these examples (or any others you can find.)

Advertising Genre - CHARITY ADVERTISEMENTS - Media@SIS

Advertising Genre - CHARITY ADVERTISEMENTS - Media@SIS

Advertising Genre - CHARITY ADVERTISEMENTS - Media@SIS

Charity ads often try to create a narrative; they tend to focus on one individual in order to create empathy between the audience and the subject. Imperative verbs (orders, like 'GIve' or 'Call') are common, as are signifiers of immediacy ('Call NOW'), for obvious reasons. They often contain necessary factual information (addresses, email details or phone numbers for example.) Thus, we will often find a mix of PERSUASIVE and INFORMATIVE writing and imagery.

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