Analysis Of Masters Of Desire: The Culture Of American Advertising

The internet and social media allows for people to communicate within seconds even when being on opposite ends of the planet. The ability to access news the instant it happens is incredible, but the popularity of social media sites like Facebook and Instagram could be desensitizing the public to real issues around the world that need help. Violence and tragedy have become a part of the daily news cycle, seemingly being characterized as just another story throughout the day. Crisis Relief Singapore addresses this concern in a series of shockingly realistic advertisements that demonstrate how little support is gained from liking and sharing posts about their mission. The Christian mission group aims to offer the opportunity for volunteers to

The image is able to instill this feeling of guilt towards its audience by word choice and the placement of the hands surrounding the young boy. As Jack Solomon explains in his article Masters of Desire: The culture of American Advertising, ads use guilt tactics by labeling the audience at fault and providing their business or product to grant innocence to the target group (Solomon). The ad is labeling social media users at fault and instills this idea by the arrangement of the hands in the photograph. The hands of the nine people are the only parts of their body that are visible in the ad. Just like people can hide behind a computer screen and like pictures anonymously, the people in the ad can do the same thing. In addition, the people around the boy are right next to him, yet are doing nothing to help him. The ad is telling social media users that they are just as guilty as the people giving a thumbs-up. They have the ability to help out, but are choosing just to like a post instead.

While the ad serves to make its audience feel guilty, it also gives social media users a sense of purpose. With the tagline “Be a volunteer” CRS is calling on anyone willing to take up the opportunity to assist with disaster relief. By becoming a volunteer, people can rid themselves of the guilt they may be feeling “as a means of returning to ‘innocence’”(Solomon). CRS is showing their audience that they are desperate for help, a plea that can be seen through the solemn expression on the boys face. CRS is offering the average Facebook user an opportunity to go on a fulfilling experience to change