Non for Profit Advertising

Advertisement: Salvation Army Christmas Appeal 2009 TVC 

Cited from: http://www.youtube.com/watch?v=ila3ulyi_rs

Sourced on: 08/09/2010

General Information:

Every year the Salvation army conducts a Christmas Appeal in order to raise funds for the under privelaged during the holiday season. The appeal is supported by various marketing efforts, from print to TVC and radio. These campaigns heavily rely on emotional messages in order for people to feel sympathy for in this case (2009 TVC) an under privelaged child. Using slice of life execution this ad employs alternate lighting and mood to dramatize the difference in situations, from the underprivelaged child to the privelaged family.

Target Audience:

The target audience is most likely to be privelaged families

Objectives:

To raise awareness and donations for the underprivelaged at christmas time.

My Opinion:

I always find the Salvation Army Appeals emotionally motivating. I think they're conducted with respect for the underprivileged, not as form of shame and guilt for the viewer, but as an awareness tool.

Advertisement: WWF's Earth Hour TVC

Cited from: http://www.youtube.com/watch?v=1CRs-7lRlPo

Sourced on: 08/09/2010

General Information:

This advertisement focuses on educating the viewer about the Earth Hour movement that has occured over the last 3 years. The mood of the ad is very optimistic and has a sense of community about it as viewers are shown how people banded together for a common cause. This taps into consumers need to belong and fit in. The unique selling proposition is based on the appeal of a global movement, that you could be a part of. It focuses internally on the viewers and their sense of identity as a human, creating a very emotionally charged message.

Target Audience:

The target audience of this is all people who are able to turn off the lights in their house for an hour in 2009. Most likely people over the age of 13 who are socially conscious of world events.

Objectives:

Generate awareness of the 2009 event and prior successes of the movement.

My Opinion:

I like this ad as I feel like its been created with a sense of optimism, rather than the usual guilt emotion used. I think more ads could have been circulated, as myself in particular- I actually forgot about the event. Even though I wanted to be a part of it, the actual information about the date was not in my top of mind awareness.

Advertisement: Make Poverty History TVC

Cited from: http://www.youtube.com/watch?v=SeoBCkkp04c

Sourced on: 08/09/2010

General Information:

This commercial was launched in 2005 and subsequently banned in the UK. the commercial features famous celebrities clicking their fingers every 3 seconds to signify a child dying. This is a very dramatic execution style and makes the issue a more brutal reality. The ad uses emotional appeals to motivate people to feel the significance of the cause. Celebrities are seen as roles models in this day and age, and by using them in this instance it may tap into the emotional needs to be like them as well as to help the children.

Target Audience:

The target audience of this is all people who are able to donate time/money to world events. Most likely people over the age of 16 who are socially conscious of world events.

Objectives:

Increase awareness of the cause and its supporters.

My Opinion:

I find this ad very shocking. The statistic that is it stipulating is very confronting and makes me want to help. I also find the use of celebrity endorsement appealing as I can see other people caring as well. I would be more likely to give my time rather than my money but I think there could have been some more information about how people can help at the end of the ad.

Trade Press Article:

WARC News. (2005). UK TV Regulator Bans Poverty Campaign Ads. Sourced from MediaGuardian.co.uk.

Write up: 

This article merely describes how the Make Poverty History commercial was banned from UK television and radio. It was said that the TVC could not be shown due to laws banning political advertising. I chose this article because it showed how controversial some non for profit advertising can be in what it depicts and how blunt the message can sometimes be. I think however that to be able to impact people enough for donations of time or money that they need to be shocked and appalled by something to be motivated to act. Merely this illustrates that in some cultures campaigns need to be tailored according to the countries laws and regulations.

Journal Article:

Marchand, J & Lavoie, S (1998) Non-profit Organisations’ Practices and Perceptions of Advertising: Implications for Advertisers. Journal of Advertising Research. 38(4).

Write up:

This article outlines that the most widely shared perceptions regarding non-for-profit advertising are that the need to have a credible message and as many exposures as possible. Similarly advertising practises used most often are aimed at capitalizing on the impact of the message. This journal for the sector of non-for-profit advertising is describes the importance for marketers to generate awareness with high impact messages that are sincere.