"Liking Isn't Helping. Be a Volunteer. Change a Life"
The power of branding, marketing, and advertising is limitless. What are you trying to present to the audience? What do you want your message to be? How do you intend your audience to receive the message? All must be cognized with marketing and getting a message across, whether that be to persuade, to inform, to create a call-to-action, or simply for entertainment. As a Business student, every thing I come across in my life, whether how an individual presents oneself, or how a product is branded, or why decisions are made in such a specific way, I consider it from the perspective of a business. For this blog post, and likely my next blog post, since I find the concept of advertising/marketing intriguing, I have decided to analyze an advertisement. This image is an advertisement created by Publicis Singapore for a volunteer program called Crisis Relief Singapore, as part of the “Liking Isn’t Helping” series. It depicts what seems to be a mother holding her injured and bloody son as he looks into her eyes for what may be his last moments with her. Surrounding the mother and her child, the advertisement positions us to see several hands motioning a “thumbs up,” just as it would appear on Facebook, and towards the left of the image near the mangled boys head includes a few words that states, “Liking isn’t helping.” This advertisement is significant because it puts the viewer's “activism” into perspective. As ethical human beings, more needs to be done in ways that simply “liking” a photo cannot do. This Publicis Singapore advertisement implies that today’s society is quick to “like” the post and forget the image’s message as they scroll on. The message behind the advertisement without the text “Liking isn’t helping” would be somewhat unclear for some; however, with all images that include text, it allows for a better understanding and comprehension of the concept and clarifies what message the advertiser is sending. On the other hand, the text reading “As a volunteer, change a life” is so minuscule that the 'what can' and 'should be' done factors of the advertisement are missed. The mother and her child are the main focal points in this advertisement. In addition, the ad is portrayed in a black-and-white color scheme. The black and white effect that the advertiser has applied to the ad gives off a simplistic, yet dramatic effect to the scenario and atmosphere. The use of a real photograph, rather than a painted or graphic designed image provides the audience to feel repulsive, and the issues depicted in the ad should not be taken lightly. The advertiser’s use of rhetorical appeals, such as pathos and logos, play a huge role in this advertisement, hence why the intended audience for this advertisement are those who use social media and carry compassionate and considerate emotions.* * * * * * * * * * * * * * *
Blog Post #4 - IS101
Quite a powerful photo! The visual imagery definitely makes an impact for the first part of the message. I agree, the call-to-action message is too minuscule that it is lost. Thanks for sharing this :-)
ReplyDeleteThis photo definitely makes you think! Had you not pointed out the "As a volunteer, change a life" message, I would have missed it. Kind of like that "fine print" people just glance over and ignore.
ReplyDeleteWhen I looked at the photo and read the caption "Liking isn't helping" I instantly connected to the message. Simply liking a photo on social media isn't gonna change anything. If we want to help and see true change we must act. Very powerful message with this photo.
ReplyDeleteThis has been on my mind for too long. People will like a photo of someone who needs help but wont take action to actually help the person. You are spot on.
ReplyDeleteThis is an awesome perspective that I agree with 100%. I avoid social media as much as possible due to many reasons. In order to make a positive impact, action is required. Even "empty" comments on a post mean nothing unless they are followed up with an action.
ReplyDeleteThis advertisement concept is brilliant and definitely true! Actions speak louder than words. First glance at the photo caught my attention, but after you broke it down the picture is clear. Great blog post and topic.
ReplyDeleteWhen I saw the picture I did not know what it was until I read through your post, now that I understand, its about taking action to help people instead of thumbs up on social media. I always wanted to volunteer to help animal shelter but never take any action. I think I might need to start doing it.
ReplyDeleteI learned about ethos, pathos, and logos in middle school. They share an important part in marketing. I agree with the message they're trying to send. The world is more than just likes and views, we should be focused on our actions and how we can help.
ReplyDeleteI can appreciate the message this ad is trying to send as well but I also agree with you that the ultimate call to action is weak. I think this ad serves more as a thought provoking piece of art.
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