Compare the advertising campaigns for Benetton and Barnardos Essay

Advertising is a miscellanea of communication that typically attempts to persuade potential customers to purchase or to consume much of a token brand of product or service. 1Advertising is roled to either attract an hearings attention, an audience to a product or cause or to persuade the audience the merit or desirability of the product or cause. Advertisers do this by defining the qualities of a product, cozy uping the difference to some other(a) products or by using emotional appeal, stressing peer pressure, using aspiration, fear or stressing the benefits to the consumers lifestyle.The master(prenominal) focus of this essay is to compargon advertising methods and campaigns employed by Benetton and Bernardos, one for sell clothes and the other trying to help babyren in charter.Bernardos campaign is trying to discover an aw areness of infant abuse, giving an epitome of a child in the place of an adult in situations ranging from standing on top of a large edifice to b eing about to use heroin or some other course of instruction of drug. By using these emotional considers of children in an adult situation it emotionally benightedmails us into donating to their cause because adults are accountable for their mistakes, which children are basked in innocence, to provoke this ripped from under them is like defiling the greatest gift and because Bernardos uses children quite of adults in these situations makes us even more emotional even though they are the fake pictures, date they enkindle be considered more dumping than considers used by Benetton. Text used with each image is also emotionally moving and makes the audience want to help.The image of Martin Ward age 29 shows a young boy standing atop a handrail on a large building looking down against a background of dull, grey and large buildings. The background is almost colourless unpack the very top right corner, with the Bernardos advert on top of the only sky in the image, which is a grey - rich. This represents a bleak life for the persona in the image, except one small part which seems to be being almost guarded by the Bernardos logo. Also the use of colourful clo social function 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 clothing tin can seem to represent hope overdue to yellow being the perceived colour of light.Made to feel worthless as a child, it was strip downly surprising that Martin could see no other stylus out by using this text they highlight on how the bleak landscape may be that of his own 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, aged 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 name to the image, it creates a draw to literality. An ordinary picture could be fake, it isnt alive and cant affect most mess further you give that persona in the picture a name and all of a sudden its like its alive and plurality either shy away and ignore it, or get up and believe in a cause and by doing so, this adds even more power to the extremely power of the image and text.Benettons campaign is trying to sell a product by using racial pigeonholes to highlight our own stereotypes and stereotypical views in their first campaign, then going on to use real extreme or reddened images to ask us why we accept how bowelless the world in whole is and why we do nothing to stop such atrocities.Benettons strain in hand ad is black to cause the audience to be alerted to the advertisement, while making the audience think about the miserableest heap in the eastern world and how little they have. The open palm can be interpreted as a hand asking for help because of so little they have. The rice i n hand ad is focusing on our essential needs, thus the use of a knitwork background, only an open palm which can symbolize friendship or peace, and the bare essential sustenance we need, cutting out the luxuries that the west can afford. However the white background could also present the mind that white commonwealth 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 want to break the stereotype of the hoarding white humanity and the poor black man.Where as the Handcuffs 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 visible but this may be coincidence. This ad draws the audience to think about cultural stereotypes of black males as trouble makers where as white peo ple are seen as average normal and further the handcuffs may be seen as a link between races, that we are both on the Earth together thus outlying(prenominal) 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 want to be with the other race, we have to. The laughingstock 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 raise awareness of the way different races come into contact with each other and have racial or cultural stereotypes. Benetton have exploited this to sell 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 i mages to make the potential customer think about the advert and this causes it to become stuck in their head which is be 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 sentiment that their money is going to a good 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 right to use real images of human pang in this way because it brings the troubles of the world 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 helping and becoming a self-fulfilling prophecy then images of real human suffering should definitely be used.The general style for the second campai gn 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 twin 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 visualise 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 finis 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 of God and yet the grief is the same, loved ones and a priest.The image of the wasted corpse, ravaged by disease is enough to tailor into someones memory without the loved ones crying and it also gives it a sense of reality and despondency 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 Renaissance might be fake, Jesus delivery boy 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 acceptable while people should be angry they are effectively being blackmailed emotionally and yet Benetton uses real life images and is criticized.Shocking craze in the news is normal, but when you take the same ikon out of the news and put a Benetton logo on it , people pause and reflect on their position on the problem. When they cant come to terms 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 original with life, because people dont want reality, they want their perfect worlds where bad 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 perpetually 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 troubling, is deemed less so than that of Benettons. Also because it uses fake images instead of real ones, context is added a nd so people are able to keep 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 wrong reasons and so is shunned and criticized.Bibliography1 http//en.wikipedia.org/wiki/Advertising2 Oliviero Toscani3 The law A Novel of Discworld http//www.amazon.com/review/R3LV503LWFE65Z