About this advert
Help with Parking Fees
12 October, 2010,
Garry Hendry's view
The advert has two key aims – raising awareness about the kind of support the charity can give, and promoting the various ways that people may get in touch. The large title starts with ‘Help with my hospital parking costs’. This issue is something that has recently been featured heavily in the media, and so is a topic that many people may feel emotive about – particularly thanks to several breakdowns of the national cost of parking in various media outlets. By drawing on the emotion, the advert invites people to read more – ‘Can you really get free parking at hospitals?’ A ‘true story’ account the follows, including very evocative language such as ‘on top of everything else’ and ‘it might not seem much [...] it was what I wanted to hear’ – all creating a scenario that the target audience me be able to relate to. The green colour of the charity is also used extensively, building a relationship between the positive colour green and Macmillan Cancer support. Even though this is an advert for a charity, it still uses classic advertising techniques to draw people in.
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