Amnesty international created the campaign it’s not happening here but it’s happening now, where they take every day places everyone just walks past and puts gruesome situations western cultures try to ignore. The Ad above shows a boy with a sniper in camouflage coming over the wall as if he’s preparing to attack. Now the interesting part of this advert is how it’s put together. How they put this scenario into everyday life. As advertisers we know the best you can get from the public is about 10 seconds of focus from your audience, this ad captures the audience's attention as the walk past, as from your peripheral vision you think this is actually happening you can’t initially distinguish it as an ad, meaning there is a slight urge of …show more content…
The source for this Ad is Amnesty International, they state a list of why they are effective, this being ‘Independent’ meaning no co-operation or government can affect the opinion of the company. This gives a feeling of comfort to the public knowing that they are not digesting propaganda as seen in the media, but rather being offered general facts with an unbiased opinion to political parties or cultures. ‘Our work is underpinned by independent research in the field, first-hand eyewitness accounts, and survivor testimonies, and forensic data using tools like satellite images where possible.’ Amnesty International states it gathers its information from primary sources, not just Google, or a friend of a friend. This information is then ‘crosschecked with a network of trusted sources and experts so it's watertight’ its reliability becomes indisputable. For the public they know then they can trust what Amnesty has to offer, knowing it has been checked and double checked for reliability, making the source more credible. Finally, Amnesty international won the Noble Peace Prize in 1977 for its campaign to stop torture around the world, a noble peace prize is incredibly difficult to win meaning it is well deserved and would have been well researched into. Overall, we can infer the source is a credible one from its unbiased opinion, reliable information, and award-winning and trusted. This means when this ad is displayed in public, they will first be shocked by the message the ad has to offer, being children within a war zone, themselves being soldiers. They then will search for confirmation, as you have to consider who the audience is, Western World, an audience who has never seen or experienced what the image is showing and may find it hard to conceive. When they find the Amnesty International Logo they then confirm what the image is showing is true and therefore