Comparing the Persuasive Techniques Used in Two Charity Fundraising Advertisements

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Comparing the Persuasive Techniques Used in Two Charity Fundraising Advertisements


The hardest thing for any charity is to raise money. There is only one
way to do this, that is to persuade people to part with their money
and donate it to a good cause. The “ Bhopal Medical Appeal” and “Save
The Children” advertisements are two examples of this.

Both of these advertisements come from “ The Observer” a broadsheet
newspaper. Consequently it is assumed that the target audience is
those of a higher education and people who more likely to actually
read the advertisement.

In both of the advertisements they use very different persuasive
techniques. It is easy to see how the two advertisements, both
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The two advertisements also use strong adjectives to create an emotive
impact on the reader. The “Bhopal Medical Appeal” advertisement uses
adjectives such as “Severe” “Filthy” and “New”. Adjectives such as
these tell the reader more about the situation. It also adds to the
emotion of the reader, making them think this is not just “pain”; it
is “severe pain”. Again, the “Save The Children” advertisement shows a
use of adjectives, such as “poorest, hardest,” and “generously” make
the reader ask themselves if they gave “generously” to the “poorest”
and “hardest” working people in this world, maybe they could make a
difference with their donation? Therefore adjectives tell the reader
more about the situation, help the reader picture an image in their
minds, and make the reader question themselves.

Questions are also used in both advertisements. Rhetorical questions
make the reader feel much more involved, as it is focused directly on
the reader. “ Ten pence seems such a tiny amount, doesn’t it?” This is
a rhetorical question that the “Save The Children” advertisement uses.
This encourages the reader to believe that ten pence is a tiny amount.
The “Bhopal” advertisement also uses rhetorical questions as a
persuasive technique. After we are told how little the…