Charity advertisement-shock tactics
In the minds of a significant number of respondents aid organisations are positioned as manipulative and self serving. As Cohen (2001) and Van Dijk (1992) would have predicted, the respondents are moving their focus from a moral to a consumerist discourse so as to justify their skepticism as a way to avoid being taken advantage of. Arguably, in this case audience’s moral passivity is not directed towards the sufferers and their situation, but instead it constitutes a practice of power which enables the ‘savvy’ media consumer to evaluate and critique both the advertisement and the trustworthiness of the messenger. The third-less common-way to create distance is to become numb to images of distant sufferers (both happy and sad). As described in the literature review, and as was expected, this reaction is more commonly observed among male respondents.
‘I cannot engage in it any more…the same stereotypical images again, and again, and again…At first I have to admit these images really moved me, but not anymore.’ (Vlad)
‘I think that I am kind of desensitised now…whenever I see these images I change the channel...I see no point in keep seeing these images since I know nothing substantial about these people and their story…it’s just the images but no real background.’ (George)
‘I’m tired of the stereotypical images used in these ads…I definitely feel sorry about these people but the image of a crying kid no longer touches me.’(Christopher)
These findings indicate that pity and compassion for the distant sufferers can decrease over time. The endless number of sufferers, the difficulty of releasing the victims’ situation and the incapacity of these campaigns to offer a more detailed background, appear to make the audience less interested or even immune. As Downs (1972) described: even the most powerful images lose their power over the hearts of the people if continuously repeated.
Summary
From completing this research it is evident that shock advertising in charities is no longer effective. With millennials growing up in a world whereby TV charity based marketing focuses directly upon shocking the audience, little or no contribution is made by the audience in this manner. As a result of this the brand must promote a less guilt tripping campaign.
These findings indicate that pity and compassion for the distant sufferers can decrease over time. The endless number of sufferers, the difficulty of releasing the victims’ situation and the incapacity of these campaigns to offer a more detailed background, appear to make the audience less interested or even immune. As Downs (1972) described: even the most powerful images lose their power over the hearts of the people if continuously repeated.
Summary
From completing this research it is evident that shock advertising in charities is no longer effective. With millennials growing up in a world whereby TV charity based marketing focuses directly upon shocking the audience, little or no contribution is made by the audience in this manner. As a result of this the brand must promote a less guilt tripping campaign.
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