How World Vision Make Their Advertisement Stand out - Case Study Example

How World Vision Make Their Advertisement Stand out Student name Institutional affiliation Date Abstract With the use of the theory of selective exposure, attraction and perception, World Vision is able to make themselves known to people all over the world. To start with we have to examine what these terms means and their applications. First, exposure is the cause that makes buyers to be able to detect stimuli when they get into contact with it. This is the possibility of one noticing something or news. Secondly, attention is how processing action is diverted to a specific incentive. Things that make one attracted to it may comprise of dimension, paint, site and novelty. Marketers’ uses more creativity for the product to be easily noticed. Thirdly, perception is the way one develops an analysis of a spur. In trying to decide what the stimuli means, one has to decide on, categorize and interpret records. With these in mind, marketers will use available means to present this information to target groups such as electronic and print media. Introduction of World Vision Organization This is a Christian charitable group that was formed to work with kids, families and their communities globally (World Vision, 2014). It helps to elevate children from poverty and unfairness. The group has is currently working in almost one hundred nations and provides funding to over fifty countries. The organization has a dream testimonial that states “Our vision for every child, life in all its fullness. Our prayer for every heart, the will to make it so.” (Sic) (World vision, 2014). It main aim is solve the factors that lead to object poverty and improving the living standards of children. It does so with the combined support of donors and the society that has the determination to help it accomplish this dream. The body operates under the belief in honesty and stewardship as their core groundwork. It has achieved recognition from both the Charitable Navigator and the Better Business Bureau’s Wise Giving Alliance (World Vision, 2014). The organization is also a member and played a role in the formation of Evangelical Council for Finance Accountability. The advertisement that the organization made in the internet has features such as attractive picture, powerful words and a nice background. The wording in the advertisement are well placed that will enable anyone to read and get a clue on what they are doing. It has a picture of a girl carrying a container and a man helping her at the same time having a chart with her as the walk. The kid seems to have come from a poor family and is in the remote village where they go to fetch water on foot. The man has a t-shirt that represents the organization and he looks well off. Analysis of the attention the advert has created The top of the advert contains the logo of the society. It’s written in bold letters and unique designs. It has an orange color and a star in it. This is to make it look different from other advertisements or company logos. The main body of the massage was written in different word fonts and shadings. This was basically to make one to figure out what the club is trying to say. The words ‘the root causes’ are placed in attractive way that one cannot miss to see. Consequently, ‘poverty’ is in lager fonts than all the words in the text and its bolded. This gives the state of the people that the society is trying to help. It’s like a shouting word that tries to pass the massage directly to its targeted audience. Then there are the summarizing words written at the bottom of the advert, it’s like a begging line that pleads with well wishers to chip in if they can. The image of the lady and the gentleman is so loud that one must take a close look at it to find out what information is being passed. The orange color of the t-shirt is very eye-catching that any passerby must notice. The yellow containers are also striking. The body size of the man and that of the girl brings out a lot of inequality. The images of the two are very clear and well locust that easily attracts people. In trying to have a good look at the picture one will see the need to lend a hand to support a child like that one. The level of comprehension in relation to the ad There are two basic orientation directed to the information understanding in an advert. First is the traditional view, which incorporates an exactness standard to conceptualize and assess conception (Mick, 1992). From this ad, one will have the mental picture of the tow people. It brings out the understanding of the suffering of the child and the need to support her or any other kid. A well wisher and donor will have good knowledge of the need to contribute towards the support of the institute to continue uplifting offspring from poor quality. The second outlook is the subjective view, which uses other criteria connected to personal comprehended and the real familiarity of the communication (Mick, 1992). From this ad one will have the emotional feeling to work with the organization in tracing more needy children. The donor will also want to know more about the group so as to get into personal contact with it. From individual experience, one who is in the position like the gentleman will be willing to make a change to poor kid like this girl on the advert. Someone who has read the message will also want to know more about what has created this huge disparity in wealth that has made some people so deprived while others are rich. One may see the need to bring tap water to this community or bring them a good means of fetching water. The child looks underfed and is carrying big containers that will make one have a deep understanding of the poverty situation in that society. The wording is so emotional and creates a mental memory of the message that the group was passing across. The words have a good background that creates a glooming picture in the mind hence it will be memorable to anyone who has read it. In comparing the levels of involvement To start with, we look at what these involvement means. For instance, high involvement is the individual relevance to something (Leavitt, 1984). Studies show that communication influences has low involvement and the extent of this attachment if not the same with that of high participation. Some theories have tried to explain it in terms of concept like the extent of private tie, linkage to core principles, and difficulty of decision-making, marginal vs. innermost cognitive procedure. Also the level of appealing. When you take a keen look at this advertisement, it has higher appealing. One is able to relate to the real suffering of the community that the child represent. It’s also convincing to anybody who might be in position to donate something of value to come in. the ad has portrayed the kid as from a community that is in dear need of assistance to many factors like food, water, shelter, and even clothing. From the look the lady, seem to be going through a lot of pressure to meet family duty assigned to her like fetching water. The children from that society may be still far from archiving their millennium goal of clean water, basic education and clothing. The ad was of high value as it can arouse ones inner feeling and be able to put him/herself in the shoe of the child. This letter also has appealing words that will easily induce one to participate. The picture used of a young child clearly shows how the society’s generation really needs a lot to done so as to eliminate the poverty menace they are in. One as to critically analyze the advertisement before making proper judgment on whether to give out money in support for the organization or just to shy away from it. One must want to know the origin of the association so as to avoid giving aid to pretenders. The advert had to be made with a lot of creativity so as to compete with other organizations that are providing same services. Before one decides to be part of this group, he has to make good analysis and comparison with the rival organization that give the same service. So the wording and the section of the picture for the advertisement had to go through rigorous scrutiny to make it more appealing and persuasive to its intended group. The functional attitude in relation to the advertisement In the work of Pratkanis, (1989), an attitude is psychological and a medium condition of being alert, organize through exposure to circumstances, having a directive or changing factors. It’s also relates to how individual respond to substance and condition he or she finds him/herself in. From the ad an effective component of attitude is clearly brought about when the vulnerable groups are well informed of where they can get help from. The donors and the well wishers too will have adequate information on the suffering group. They will be able to judge whether they are investing in a reputable group or just losing money to con organization. The advert is well explained to answer any mischief that one may want to know. The next approach that the advert points out is the cognitive component. This is where one develops a feeling from doing something. In this advert, the donors and other organizations are able to differentiate from money laundering groups and genuine ones. They are able to trace the association to its origin since they have all the information in their advert. The less privileged community will also avoid being misused to imposters who take advantage of their miserable situation to make money. This group will only deal with the credited organizations that are genuinely formed to help them come out of object poverty. Lastly is the cognitive component. This is where one is fully aware is his or her rights. It’s when one develops a solid sense of self confidence. Therefore, the contributing team will be much convinced that the organization is really taking care of the poor. This is because the true photos of the beneficiaries are displayed on the advertisement. They are also able to get into contact with the children they are sponsoring. Since it’s a qualified union, international money lenders will have trust in them. Their beneficiary will willing and frees to have their photos used so as to get assistance from credit worthy groups. The advert made it very convincing and direct to its source of income and where they spend it, hence it eliminated any element of mischief. Conclusion The making of this advertisement was well designed and critically framed to pass the right message to its target audience. It used appealing language that was direct to the point of why the organization exists and what they are doing. It also shows clearly, where they get funds from and the people who are benefiting from their money. The picture was carefully selected and the meaning that it portrayed is very direct and alluring. The wording of the ad was well in line with the information being communicated. The words were made short and direct to the point so even one who is in a hurry can have a glimpse of what is being passed across. The color used, place the photo was taken and the people that were placed on the advert helped pass the right information to the people. Reference Assael, H. (2004). Consumer behavior: A strategic approach. Boston: Houghton Mifflin. Leavitt, A., G., (1984). The journal of consumer research. Columbus: Ohio State University. Mick, D. G., (1992). Levels of subjective comprehension in advertisement processing and their relation to ad perception, attitude and attention. Chicago: University of Chicago. Pratkanis, A. (1989). Attitude structure and function. Hillsdale, N.J.: L. Erlbaum Associates. Wells, W., & Prensky, D. (1996). Consumer behavior. New York: J. Wiley. World Vision. (2014). World Vision tackles the root cause of poverty. New York, NY. Read More