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Feed the Children Ad
Advertisements by non-profit organizations must accomplish several objectives simultaneously: Inform the public, trigger audience emotions, appeal to audience altruism, and evoke the desired call to action response. In addition, non-profit organizations are increasingly under pressure to demonstrate transparency and accountability. Contemporary sentiments indicate the public's interest in the capability of non-profits to meet domestic interests -- in addition to any international mission focus they maintain. Non-profit, mission-based advertising is much more complex than marketing to bring about the consumption of goods.
CONTEXT AND DESCRIPTION OF ADVERTISEMENT
The Feed the Children advertisements come at a time when many children are unnecessarily suffering because of severe and lasting global conflicts. Children are starving and neglected because of the ravages of war. Some children have been killed through deliberate actions of war-mongers and terrorists. Everywhere across the globe, hungry children can be seen, with contemporary media brings profoundly moving stories and images to mobile devices, laptops, and television screens.
Feed the Children strives to address the ubiquitous reasons that underlie hunger: Poverty, lack of education, poor healthcare, lack or absence of clean water,...
While Feed the Children recognizes the impact of political strife and war on the hunger and well-being of children, their mission does not extend directly to these issues. Yet, few people who view the advertisement will make connections between the main message, which is hungry children, and the other areas in which Feed the Children engages. The information is on the web pages, but it is not featured in the print ad.
Feed the Children advertisements invariably contain an image of a child or a group of children. The ads vary with respect to what the non-profit appears to be attempting to convey with these images. Some images show attractive children -- always with big eyes looking directly into the camera (which the viewer of the ad perceives as the child looking directly at him or her). Other images portray children who are not as universal in appearance. Differences can be attributed to cultural and ethnic representation, or simply a context or appearance that fully expressed a dire situation, such as a child who is dirty or is wearing torn clothing -- or both.
III. ANALYSIS OF RHETORICAL APPEALS
Reasoning (Logos):
Example: For just $30 a month, you can provide food and other life essentials to a child in need.
Emotion (Pathos):
Example: You can give a…
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