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Analyzes of an advertisement campaign

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Patrycja Figarska

on 17 July 2015

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Transcript of Analyzes of an advertisement campaign

war, rape
torture, kidnap, death vs. safety, hope, live
escape, risk, killing vs. rebuild, regain, find
Analysis of an advertisement campaign
"No one chooses to be a refugee"
English used in the ads

social campaign - refugees problem
: UNHCR and all the international society
: multimodal text (images + text)
informative and conative
"No one chooses to become a refugee"
a social campaign released by United Nations High Commissioner for Refugees (
), also known as the UN Refugee Agency
on the occasion of
the World Refugee Day on 20 June 2012
The year 2014 has seen continuing dramatic growth in mass displacement from wars and conflict, once again reaching levels unprecedented in recent history.

one year ago, worldwide forced displacement numbers had reached
51.2 million
, a level not previously seen in the post-World War II era.
Twelve months later, this figure has grown to a staggering
59.5 million
,roughly equaling the population of Italy or the United Kingdom.

Persecution, conflict, generalized violence, and human rights violations have formed a ‘nation of the displaced’ that, if they were a country, would make up the 24th largest in the world.

The Office of the United Nations High Commissioner for Refugees
was established on
December 14, 1950
by the
United Nations General Assembly
The agency is mandated to lead and co-ordinate international action to protect refugees and resolve refugee problems worldwide.

Its primary purpose is to
safeguard the rights and well-being of refugees
. It strives to ensure that everyone can exercise the right to seek asylum and find safe refuge in another State, with the option to return home voluntarily, integrate locally or to resettle in a third country. It also has a mandate to help stateless people.
Function and aims of the campaign:

- to inform people about the refugees situation
- to raise awareness about the horrific dilemmas faced by victims of war or persecution.
- help build empathy and understanding towards refugees
- spread compassion
- ask for help and donation

questions to express the problem

catch phrases


do-support - use of do as auxiliary in a declarative sentence to add emphasis
What would you do?

1 family torn apart is too many

(Would you) Risk death trying to escape?

You DO have a choice.


Verbs - preference for short and core verbs; contrasting realities of refugees and possible help

Nouns - brevity, effectiveness

- negative connotations vs. positive connotations/solutions

Adjectives - concrete, evaluative

- grading superlative forms
contrasting realities of refugees and possible help
images + questionnaire + text + QR code + logo
QR code
a photo showing refugees escaping by a boat
easy access to more info
writing as a form of image making
asking through an questionnaire to attract attention and engage the reader in a dialogue
attention-seeking strategy - using an disturbing image, as a way of presenting the case for the need for support

correlation between text and a photo
"face death in a war zone?" > we can see in the background a smoke probably of a destroyed city in a war zone
a combination between an Olive leaf from UN logo and a shelter made of human hands protecting a human being, which refers to the UNHCR's aims
creative public awareness ads
not only attract people’s attention, but also make them actually want to give the issues a thought,
encouraging them to act and to fight
against the imbalance of the world

charities and other fund-raising groups have used some of the traditional methods of commercial product advertising to get their campaign noticed > one of these methods has been
disturbing images
, as a way of presenting the case for the need for support

-use of different size fonts to emphasize and attract attention
-smaller size > giving more details about the problem, organization aims and calling to action "because you do have a choice"
Full transcript