Advertisement 1: Salvation Army - Christmas Appeal 2012
About the ad
Every year the Salvation Army holds a Christmas appeal to raise funds for the under privileged throughout the holiday season. The salvation army accepts money donations, new toys and other gifts, or food which will the be passed onto the under privileged. To promote the struggle, the Salvation Army releases a series of ads inspired by real life stories depicting the everyday struggle some Australians go through. The Salvation Army has joined forces with large brand Kmart who have developed the 'Kmart wishing tree' where people can drop off these gifts under a christmas tree located at Kmart stores.
Opinion
Seeing these ads every year has had a significant impact on me as I, and others around me, have been very aware of the Salvation Army Christmas Appeal(s) and Kmart Wishing Tree, primary schools are advised to have students bring a tin of food to school to donate to the cause. Therefore children are aware of the cause early on, the linking into these emotional ads will cause the now adults to perhaps donate money or volunteer.
About the ads
These series of advertisements show celebrities who have used their body's to advocate the ethical treatment of animals. The four people pictured above; Khloe Kardashian, Holly Madison, Eva Mendes, and Steve-O, have posed for these posters completely naked to express that they'd rather be naked than wear fur clothing, which involves abusing animals to obtain.
Opinion
First established in 1991 by the pop-punk girl band called the Go-Go's who were the first celebrities to endorse the campaign. More than ten years later more notable celebrities have expressed their views by participating in the advertising campaign. Some of these celebrities may be considered role models to some and to see them express their feelings through shock and sex appeal promotes the brand and their ethical standards. A very successful campaign that will have more celebrities hopping on board to cause further brand awareness.
Advertisement 2: UNICEF - 2012, A Year in Review
About the ad:
The United Nations International Children's Emergency Fund (UNICEF) started off being an emergency food and healthcare service for children in countries that had been devastated during World War II. UNICEF now provides long term humanitarian and developmental assistance to children in developing countries, running from contributions from governments and private donations. At the start of each year, UNICEF releases an video advert at the start of every year, recapping what they have achieved the year before, such achievements include the children they have aided, responding to crisis', who they work with, political and celebrity endorsement, and innovation.
Opinion
The advertisement is very uplifting and fulfilling. When one is watching a UNICEF advertisement, they are expected to be asked for a donation, which is usually a negative expectation due to the hip pocket nerve. This advertisement does no such thing, instead sending an emotional message to the community of their achievements through working with others, simply to promote brand awareness. Then when a consumer may see an ad for UNICEF asking for a donation, judging by the annual review advertisements they see, may be more inclined to donate. A very effective advertisement.Advertisement 3: PETA - I'd Rather Go Naked
About the ads
These series of advertisements show celebrities who have used their body's to advocate the ethical treatment of animals. The four people pictured above; Khloe Kardashian, Holly Madison, Eva Mendes, and Steve-O, have posed for these posters completely naked to express that they'd rather be naked than wear fur clothing, which involves abusing animals to obtain.
Opinion
First established in 1991 by the pop-punk girl band called the Go-Go's who were the first celebrities to endorse the campaign. More than ten years later more notable celebrities have expressed their views by participating in the advertising campaign. Some of these celebrities may be considered role models to some and to see them express their feelings through shock and sex appeal promotes the brand and their ethical standards. A very successful campaign that will have more celebrities hopping on board to cause further brand awareness.
Journaled Article
(1998) Marchard J, Lavoi S, 'Non-profit Organisations', PRactises and Perceptions of Advertising: implication of Advertisers. Journal of Advertising Research, page 33-40.
About the article
Non for profit organisations are designed to obviously not to retain a profit. However, there have been many non for profit organisations that have come under fire for retaining too high a percentage of their donation profits for themselves. Spending this money on advertising that may not be necessary, however it is the highly advertised organisations that receive majority of the donations. The article is a survey of 60 non for profit organisations marketing tactics, and how successful they are.
Relevance
About the article
Non for profit organisations are designed to obviously not to retain a profit. However, there have been many non for profit organisations that have come under fire for retaining too high a percentage of their donation profits for themselves. Spending this money on advertising that may not be necessary, however it is the highly advertised organisations that receive majority of the donations. The article is a survey of 60 non for profit organisations marketing tactics, and how successful they are.
Relevance
All the advertisements above are for very well known organisations, that can afford such advertising royalties as celebrity endorsement. This article is proof if the marketing similar to that of a profit organisation is necessary to sustain the awareness and success of non for profit organisations.
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