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International Society for Human Rights advertisement: Hangman
Introduction
The purpose of the essay aims to analyse the “Hangman” advertisement used by the international society for human rights organisation. The advertisement was created by the BBDO advertising agency (Ads of the world n .d.).
It is important to note that advertisements are mainly used to influence the purchasing decision of its audiences and to bring in potential customers. However, in the context of the “Hangman” advertisement for the purpose of this essay, it should be noted that the ad is geared towards the notion of bringing in potential donors instead of consumers.
Before delving into the analysis of the advertisement, it is worthwhile to look into the organisation accredited to the creation of the “Hangman” ad.
International Society for Human Rights (ISHR)
The organisation’s birth can be traced back to 1972. It started with a man named Iwan Agrusow, a Russian who was formerly forced to serve as a labourer in Germany. Upon achieving freedom after World War 2, he decided to stay in the country to aid other coerced labourers. Thus, this selfless act initiated the creation of the International Society for Human Rights.
The ISHR promotes and focuses on several significant human rights, such as rights to life, rights in freedom of expression, religion and assembly. Ultimately, the organisation strives to support those who fight for and share this similar principle of the implementation in human rights.
The organisation encompasses at least 35000 members, and holds associate status with the united nation’s council. It is through this association with the well-respected United Nations council, which can possibly establish trust between the ISHR and potential donors. It is important to note that apart from the use of advertisements, trust and credibility of an organisation plays a vital role in persuading potential donors to donate (Phillips and Smith, 2011). Additionally, a unique selling point can be found within the organisation itself. The ISHR is one of the leading organisations that advocate’s human rights, and has unmatched knowledge and expertise in that field (ISHR, 2009). Thus, the ISHR’s status can be seen as a key advantage over other organisations.
Being a non-profit organisation, the ISHR is predominantly financed by donations. Subsequently, this is where advertisements like the “Hangman” comes into play. Being dependent on donations, creative, memorable and well-executed advertisements has a vital role in sustaining the operations of the organisation.
After examining the background and workings of the ISHR, the essay will now examine the purpose of the “hangman” advertisement.
Purpose of “Hangman” Advertisement
A fundamental violation to human rights is the implementation of the death penalty (Perlin, 2013). Sadly, there is generally an absence in banning of death penalty in international laws. As such, this can be seen as an associating reason to which why the “Hangman” advertisement was created. For the ISHR who strives to fight for human rights, the ad may be a means to rally aid to prevent this inhuman punishment.
The main purpose of the advertisement, is to persuade its viewers to make donations towards the cause of beating the implementation of the death penalty. This is evident in the statement made in by advertisement’s call to action.
Additionally, it can be argued that the advertisement may also serve a secondary purpose of bringing to attention, that the death penalty is something negative. This is supported by the image of the man in the advertisement, who seemed to be bloodied and battered. In addition to the hangman’s noose around his neck which represents death, the visual ultimately showcases that death penalty is tortuous and inhumane.
After reviewing the purpose of the advertisement, it is worthwhile to look at the target audience of the “Hangman” ad.
Target audience
Since the “Hangman” advertisement is about obtaining donations, the demographics can encompass both male and female. The age group may be those old enough to make decisions and judgement calls, preferably above 18 years old. The income group would be ranged from high to moderate, as these group would have secure financial security for basic needs. Thus having enough money to provide donations for the organisation. Lastly, the target audience would be those who are philanthropic in nature. As these individuals are more charitable and seek to enhance the welfare of others.
After examining the target audience, it is imperative to analyse the different layers and elements within the advertisement, before one can judge and critic it.
Analysis of advertisement
Firstly, the whole advertisement utilises a black and white tone. It was used as a means to have viewers focus more on the subject, which is the “hangman”. As colorization may become a distraction, blurring the subject, at times making it less real (Brinson and Winn, 2005). Additionally, the use black and white tone, coupled with the visual of the “Hangman” can also evoke emotions of sadness. In turn, this can be seen as the advertisement’s emotional selling point. Potential donors may end up donating in a bid to alleviate the sadness. As psychological studies have shown that humans will potentially feel better when aiding others (Baumeister and Bushman, 2007).