Existing product research

Print Ads have the usual conventions of any print Ad. Most Ads use a main image usually the focal point of the ad, these ads usually use images of people or animals looking directly at the viewer in a form of direct address, they use these kinds of images to make the viewer feel involved in the Ad making the viewer more emotionally invested making it more likely that the person will donate or give to the charity. Similarly Ads use direct address to make the viewer feel as though the Ad is directly speaking toward them, this is used to make the viewer feel guilty and sympathetic making it more likely that someone will donate. 

This Ad is an example of using the main image to include the viewer by making the main image, the child, look directly at the viewer making the ad more impactful on the viewers emotions towards the situation the child is in. They have used an image of a child over an adult to emotionally manipulate the viewer even more into donating. The use of these children in distress and danger is used to emphasise the vulnerability of the child. Text and information is kept smaller and off to the side, the ads main goal is to get any viewers attention using the child as it main focal point and selling point, any information the viewer may need is kept away from the main image to give the image more of an impact on the viewer.

This Ad addresses the viewer directly once again making the viewer involved with the Ad, in this Ad it makes the audience think about how their life differs from others making them feel guilty and want to donate or give to the charity, making the viewer think about their privileges that others may not have can emphasise the guilt and emotional response from the viewer.