Compare the advertising campaigns for Benetton and Barnardos Essay

Advertising is a form of communication that typically attempts to persuade potential nodes to purchase or to consume such(prenominal) of a particular brand of harvest-time or service. 1Advertising is apply to any attract an auditions attention, an audience to a product or ca put on or to persuade the audience the merit or desirability of the product or cause. Advertisers do this by defining the qualities of a product, highlighting the difference to opposite products or by using unrestrained appeal, stressing peer pressure, using aspiration, fear or stressing the benefits to the consumers lifestyle.The main accent of this essay is to comp atomic number 18 pointising methods and guides employed by Benetton and Bernardos, angiotensin-converting enzyme for marketing clothes and the other attempt to help children in need.Bernardos campaign is trying to achieve an sentiency of child abuse, giving an reach of a child in the place of an adult in situations ranging from stan ding on expire of a ample building to organism ab bug out to use heroin or some other form of drug. By using these stirred images of children in an adult situation it emotionally down in the mouthmails us into donating to their cause because adults are accountable for their mistakes, which children are basked in innocence, to turn over this ripped from under them is like defiling the superior gift and because Bernardos uses children quite of adults in these situations makes us even more emotional even though they are the alter pictures, while they earth-closet be considered more shocking than images utilise by Benetton. Text used with each image is overly emotionally locomote and makes the audience destiny to help.The image of Martin Ward age 29 shows a young boy standing atop a transcendrail on a capacious building looking d accept against a background of dull, grey and large buildings. The background is almost colourless except the very top effective corner, with the Bernardos advert on top of the that 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 be almost guarded by the Bernardos logo. Also the use of colourful attire on the child shows us that though he is put into an adult situation and his life is bleak, childishness remains and isnt completely destroyed. The use of yellow on the habiliment dope seem to represent hope due to yellow being the perceived colour of light.Made to feel worthless as a child, it was hardly surprising that Martin could see no other way out by using this text they highlight on how the bleak beautify whitethorn be that of his avouch mind and what he believes, and though a child is being used to stand on the handrail it could infact either be the last of Martins childhood and innocence or that Martin, senile 29 had jumped off a rooftop to his death because of his childhood and so, the child in him is the one who committed suicide. By using and giving a break to the image, it creates a link to reality. An ordinary picture could be fake, it isnt awake(p) and cant affect most pack however you choke that persona in the picture a name and all of a sudden its like its alive and hatful either shy forward and ignore it, or get up and believe in a cause and by doing so, this adds even more business office to the extremely power of the image and text.Benettons campaign is trying to rat a product by using racial assorts to highlight our own sorts and stereotypical views in their first campaign, then spillage on to use real extreme or violent images to ask us wherefore we accept how violent the piece in whole is and why we do no amour to stop such atrocities.Benettons sieve in hand ad is black to cause the audience to be alerted to the advertisement, while making the audience think astir(predicate) the poorest throng in the eastern domain of a function and how little they pose. The open palm can be interpreted as a hand asking for help because of so little they shoot. The Rice in hand ad is focusing on our essential needs, and then the use of a plain background, only an open palm which can symbolize friendship or peace, and the bare essential food we need, shimmy out the luxuries that the west can afford. However the white background could in any case present the idea that white hoi polloi in history have been seen as a superior race and so have encroached on black peoples lands and taken it from them until they are left with their own bare minimums. Both of these make people insufficiency to break the stereotype of the hoarding white humanness and the poor black man.Where as the chains ad is showing a white man and black man connected at the wrist by hand cuffs, they also appear to be wearing blue prison overalls. The handcuff around the black mans wrist appears to be tighter because of the veins being more clear but this may be coincidence. This ad draws the audience to think near cultural stereotypes of black males as trouble makers where as white people are seen as average normal and yet the handcuffs may be seen as a link amid races, that we are both on the Earth together yet we are separated, thus the only link is the handcuffs which are forcefully put there.The purpose of this advert is to show the links between the races and how we racially or culturally stereotype each other and though we may not penury 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.Both these adverts are trying to stand awareness of the way different races come into contact with each other and have racial or cultural stereotypes. Benetton have exploited this to interchange 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 cognise to increase chances of buying the product. The slogan of United colors by Benetton also factors into this because it almost tricks the buyer into thinking that their money is going to a proper cause.The 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 near to use real images of human woefulness in this way because it brings the troubles of the manhood into the fuzzy pink clouds that are our norm and by interrupting that normality people complain, to which you can reply Then why arent you doing anything? If it takes a clothing company to exploit these images to make people believe in support and becoming a self-fulfilling prophecy then images of real human suffering should definitely be used.The general style for the irregular 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. We need to have images that will make people think and discuss. Ad agencies are obsolete, theyre out of touch with the times theyre far too comfortable. When the client is happy, they stop trying. They dont want to know whats going on in the world. They create a false reality and want people to believe in it. We show reality and were criticized for it.2The 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 destruction of AIDS Victim or La Piet 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 o f God and yet the heartbreak is the same, loved ones and a priest.The image of the wasted corpse, ravaged by disease is enough to burn into someones memory without the loved ones insistent and it also gives it a sense of reality and despair and it is because of this reality that people block it because they arent strong enough to have their safe world penetrated by the reality of the world and its violent nature. Michelangelos Piet during the spiritual rebirth might be fake, Jesus Christ 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.2Bernardos 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 unimpeachable while people should be angry they are effectively being blackmailed emotionally and yet Benetton uses real life images and is criticized.Shocking violence in the discussion is normal, but when you take the same photo out of the news and put a Benetton logo on it, people pause and confer on their position on the problem. When they cant come to scathe 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 Bernardos. It seems that an advertisement which misleads the consumer with deception and lies is considered more correct2 and this is authoritative with life, because people dont want reality, they want their perfect worlds where stinky 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. people dont want news, they want olds3It has always intrigued me how fakes have been accepted and reality is rejected.2after analysis, the Bernardos campaign seems better equipped to achieve its purpose because it uses image which though still tro ubling, is deemed less so than that of Benettons. Also because it uses fake images instead of real ones, context is added and so people are able to livelihood their bubbles of saneness that the worlds violence desperately wants to burst.Although 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 Benettons campaign images gives real life at its core it does so for what is seen as the awry(p) reasons and so is shunned and criticized.Bibliography1 http//en.wikipedia.org/wiki/Advertising2 Oliviero Toscani3 The Truth A Novel of Discworld http//www.amazon.com/review/R3LV503LWFE65Z