Controversial adverts: campaigning
adverts
Campaigning
adverts are about raising awareness: social problem/issue/charity/health &
safety issue message/ environment/ democracy/voting/ politics.
Reasons for
campaigning adverts:
Changes our
minds/ views
Support
campaign
Donating
money
Get involved
Stay safe
Conservative
“go home” advert-July 2013
What
techniques are being used?
Handcuffs-
jail, prison, arrest. Tagline: in the UK illegally. Branding- home office logo
Rhetorical
questions to draw the audience in. facts and figures”106 arrests in your
area” 2nd person. Home- you do not belong here=isolation
“advise/help”- insincere
Why was the
campaign banned?
The campaign
was banned because the party activists and MPs, a senior Lib
Dem source said the party's ministers would call for the posters to be
withdrawn: "Ministers will be pushing for this to be stopped – it is not
Lib Dem or coalition policy." It is offensive and puts immigrants all in
the same group and the government are seen as agreeing with racist groups.
Does not
distinguish legitimate/illegal immigration.
Underlying
racist message- encourage hate crime. Suggest governments support EDL etc.
Not
sanctioned by all of government- liberal democrats.
How
effective do you think it was at reaching its target audience?
Illegal
immigrants- target audience
More
fearful: this is not effective
Language
barriers
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