Transcript Present a detailed critical analysis of a cultural text

‘Present a detailed critical analysis of a cultural text’
I wanted to explore the techniques used in advertising to gain donations
and public support. I focused on an advert by Red Cross appealing for
donations after the worst drought in 60 years hit East Africa. I researched
the 2 techniques that can be used to gain public support; Egoistic and
Altruistic. Egoistic techniques emphasises what the giver will gain, using
self interest as the foundation of morality. In theory this should be the
most effective way to encourage donations as humans are selfish.
However, in practise the altruistic technique has gained the most
donations. Altruistic techniques put emphasis on the benefits for those in
need. The more guilt an advert creates the greater peopled intentions are
to donate. Tracy and Robins argue that the feeling of guilt is created when
we fail to act when we are responsible, or in other words actions that are
inconsistent with morality.
Charities often show brutualy honest and shocking images to create a lasting impact on the audience; alongside
this description of the scenario is provided to reinforce the severity of the situation. Emotive language is used to
help the audience imagine themselves in a crisis –anyone can end up in a crisis situation.
After researching these techniques I questioned if we are more likely to donate, even just a small amount, to
such a charity or are more likely to spend a large proportion of our money on “unnecessary” material items. The
power of advertising is so strong that companies are able to convince us to spend money on the latest gadget
without too much persuasion; telling us that we NEED this item in our lives. Should more focus be put onto
more worthwhile ways to spend money such as crisis situations rather than material objects filling our screens
and radios?
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