People in Need (PIN)

1. Stephanie Tolliver People in Need (PIN)

4. Background These advertisements were created by the Czech organization, People in Need. The organization provides development assistance, and works to defend human rights all around the world. According to PIN’s website, the organization is one of the largest in post-communist Europe, and has worked in over thirty-seven countries in the past fourteen years. In 2007, these ads won the silver lions in Outdoor Category at Cannes, an international creativity festival. The ads were created by Saatchi & Saatchi, and photographed by Calle Stolze.

5. Ethos What about the advertisements make them credible? Or worth listening to? The image is credible because the logo, although not familiar to most Americans, is visible in the right hand corner along with the title of the organization. This gives the photo a clear meaning, whereas if the organization logo and name had been removed, the clarity of the motive would have been foggy. If you were a European who happened upon this image, and saw the logo you would immediately know the purpose of the image. The logo and title.

6. By the way, what is the purpose? • What is the purpose of these advertisements? What message are they trying to convey? The purpose of these images is to open consumers eyes up to the reality of their materialistic spending. The ads do this by contrasting the price of sought after designer items, with the basic necessities some humans struggle for. Putting the prices next to each other demonstrates that consumers often waste money on expensive items, while humans in developing countries often struggle to afford items that could be easily bought by developed country consumers.

7. juxstaposition The glasses and purse are juxtaposed with everything else in the ads. This shows the sharp difference in the ways of life of different cultures. In more developed countries, material things often consume peoples lives, while in developing countries the struggle for basic necessities such as water and food dominate daily life. This forces the audience face to face with the uncomfortable truth that while they worry about their purses, many are worrying about where their next meal is coming from. • What is juxtaposed in the advertisements and why?

8. Geography • Where would you guess these photographs were taken? What affect does this have on the advertisements? Most would guess that these photos were taken in Africa, due to the landscape in the background, and the woman featured in the foreground. Africa is also know for being an impoverished country, and a spotlight help area for charities across the world. this affects the advertisements because even after all of the aid groups that have contributed to the continual effort to help African citizens, there are still many famished, needing help.

9. Pathos The emotional appeal of these ads is one of guilt. The woman featured in a desolate area and raggedy clothes on, is holding items near and dear to many of her developed country counter parts. However, they are of no use for her; she needs the bare necessities, which the subjects of these ads could easily supply for her, but would rather buy sunglasses instead. The object of the ads is to make you feel guilty for spending money “wastefully”. However, the ad gives viewers a way to make themselves feel better, buy including a phone number, to which they can text a code to and donate money to the foundation. Thus adding a feeling of fulfillment to the images. • What is the emotional appeal of these images?

10. Logos • What is the logical appeal of these photos? The logical appeal of these photos is that no one should have to go without food or water while, others spend carelessly on material, vain things. Logically, if you were one that spent money on vain things, then you would feel compelled to give back by texting the code to the organization and donating money to help supply people with the necessities to survive.

11. citiations • Marc. "Basics for a New Home." Osocio. Blog, 23 June 2007. Web. 16 Oct. 2011. <http://osocio.org/message/basics_for_a_new_home_650/>. • NA.”About People in Need.” Člověk v tísni. NA, 2006. Web. 16 Oct. 2011 http://www.clovekvtisni.cz/index2en.php?id=405