World Vision Theory

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World Vision is a Christian charity organization which provides short and long-term assistance to millions of people around the world. They work towards eliminating poverty and actively provide emergency relief, public awareness and programs promoting community leadership for people of all cultures, faiths and genders. World vision promotes the needs of children, gender equality, education and skills training, HIV and AIDS prevention and affordable technological solutions. Over the many years since 1966, when it was first established in Australia, World Vision’s motives have been focused on ensuring people are given opportunities to lighten their suffering and live a healthy life. World Vision has many campaigns that are well known for example …show more content…
Attitudes determine how we act towards those objects, people and in certain situations. There are thought to be three components to attitudes: your thoughts and beliefs (the cognitive component), your feelings about the idea (the affective component) and how you act towards the idea (the behavioral component). These components are not always consistent with each other but it is perceived that when they are inconsistent it makes us feel an uncomfortable mental state that motivates us to reduce this state. This state is known as Leon Festinger’s theory of Cognitive Dissonance (gawronski). It occurs most commonly when a cognitive and a relevant behavioral component are inconsistent. …show more content…
This ad follows a day in the life of a young girl names Sofia living in Bangladesh. Sofia is trapped in a constant cycle of hunger and poverty. The ad provokes the audience to imagine themselves as Sofia by using personal pronouns and stating at the beginning “You are Sofia” and continuing with statements such as “You woke to find your mum and dad were gone”. This makes the audience adopt the information given at a personal level. Representing Kelman’s component of Opinion change, identification, as the viewer directly identifies with the speaker as they are made to think that’s who they are and hence accepts their arguments. Internalization works when the idea presented is rational and logical, after hearing about the suffering of someone in Bangladesh it would be logical to participate in a charity that would help in relieving that person. The ad ends with saying “Show the world what you stand for, Join the 40-hour famine”, this is a clear example of cognitive dissonance if the viewer didn’t participate in the 40 Hour famine as they wouldn’t be acting in relation to their

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