How do NGOs represent humanitarian issues trough images in advertising?
Negative images of developing countries are a common means adopted by Non Governmental Organisations to raise financial support for those countries. However there has been much discussion as to weather such advertising for fundraising campaigns is really authentic and if the images used represent the issue as it is. More and more NGOs turn their backs on the use of negative images, for example of starving children, and adopting new advertising strategies. When the organisations are trying to raise cash from potential donors there is often a dilemma between using shocking images to raise cash in the short term or whether to focus on the longer term gains with more
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Businesses are adjusting to new ways of relating to their customers and brands are fundamentally important for the success and survival. (Windley 2005, p. 40) NGOs have to play this game just being as tough as the rest of them out there. Although the changing nature of technology has opened up many ways for NGOs to use photography, it hasn’t made it easier to answer the on going question of how to represent a certain issue. NGOs have to represent themselves and think how they want to brand their message to raise awareness but also to fundraise. Advertising agencies therefore apply the shock-effect in different ways to get the attention of the viewer and instead of for example the hungry African child they use corporate style advertising to provoke emotions of guilt and indignation. One example of shock techniques to represent an issue within the corporate advertisement style, is an awareness campaign for the Campaign Against Landmines. Part of the campaign the agency designed a ketchup packet with a picture of a kids' legs or head. When you open the packet, you tear off the w body part and ketchup bleeds out. Some people see this advert as a brilliant piece of advertising and others may feel this is too shocking. In New Zeeland this campaign got overwhelmed with some criticism. "Well it is graphic, it is shocking, but so too is the reality - 15-20,000 having that sort of thing happening to them as a result of landmines," says Minister of