Christmas, an important holiday for most.The time of the year dedicated to spending time with family and loved ones, but imagine having neither. Imagine being alone, cold and on the streets, homeless with a starving stomach. In the advert, “Crisis at Christmas” posted in The Guardian(2011), the organization Crisis tries to reach out to the fortunate and attempts to persuade them for donations to be able to feed the homeless during Christmas time.
The advert demonstrates and displays how terrible Christmas time can be especially for the less unfortunate. It wants to inform the reader about the situation and then persuade them into donating to their charity. It intentionally uses the diction of first person plural and second person pronouns,
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The advert is posted in “The Guardian”, a daily British newspaper with liberal and left-wing views. It is one of Britain's largest daily newspapers and Crisis understands what audience will donate to their charity. The intended audience would possibly be adults, with good moral integrity and those who sympathies easily because tragic events, but to further maximise the possible donations, the advert uses everyday vocabulary, such as “there’s”,”very” and “trigger a real,lasting change” to not limit potential donors from not understanding the terminology. The readers of “The Guardian” are more likely to sympathize with the advert than the readers of another daily newspaper with conservative views especially after the financial crisis that hit Britain’s economy during 2007to 2008. The unemployment rate of 2011 in Britain was the largest percentage Britain had experienced for almost two decades due to the aftermath of the financial crisis, the “Great depression Great Recession”. The advert is a persuasive text since its only purpose is to collect money hence it is an advert for a charity, but it also wants to educate the reader on how every donation will generate a change. The text clearly assures the reader by the use of intertextuality, using the Rhetorical Devices, pathos,ethos and logos which are the 3 key appeals used to persuade a reader or an