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An Ad with Two Messages   Term Paper ID:41325 Click to get this paper

Essay Subject: The advertisement from the Indian Association for Promotion of Adoption and Child Welfare is ...... More...

4 Pages / 900 Words 0 sources, 0 Citations, MLA Format $16.00 Return to List of Papers

Paper Abstract: The advertisement from the Indian Association for Promotion of Adoption and Child Welfare is extremely successful in expressing its statement that not only does adopting a child do as much good for parents as it does for the adopted child, but that it is OK to feel good about adopting. Paper Introduction: Advertisement Indian Association for Promotion of Adoption and ChildWelfare The advertisement from the Indian Association for Promotion ofAdoption and Child Welfare is extremely successful in expressing itsstatement that not only does adopting a child do as much good for parentsas it does for the adopted child but that it is OK to feel good aboutadopting Adopt the text reads under a picture of a child cradling hismother You will receive more than you can ever give The child ispictured as a three-to-four Text of the Paper: The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to give you as much information as we possibly can about our papers and essays, but we cannot give them away for free. In the text below you will find that while disordered, many of the phrases are essentially intact. From this text you will be able to get a solid sense of the writing style, the concepts addressed, and the sources used in the research paper. This is because the segment most likelyto have the resources to adopt is the higher caste. That the text is small and featured below the image(not very prominently) encourages the reader to search for it and piqueshis or her interest in the message. It seemscounterintuitive that a child can give guidance and nurture a parent, butthis is exactly what the image and the ad are trying to get across. His mother is also dressed to date, wearing jeans and sneakers.However, there is an obvious mismatch in their proportions. Assuch, the ad appeals to both a person's need to nurture and the need to benurtured. The designer of the ad clearly wishesto convey in a hip package the message that adoption is a process that isgood for parents and benefits children in need. This modern sleek style also contributes to the tone, which can becalled humorous because of the strangeness of the image but which also mustbe considered warm and inviting because of the message of the ad and thecomforted look on the mother's face. Adopting really is agood thing to do and should be celebrated, the text implies. The childdwarfs the mother, standing twice as tall as her and carrying her in hisarms. The image of a super-sized child holding a shrunken woman catches thereader's attention and encapsulates the ad's message visually. Either the woman has been digitally inserted or the boy isholding a doll. One can assume the audience knows that the image isnot real. This group also would be attuned to thetext's implicit message that it is OK to feel good about adopting a child.Beyond the explicit message that informs parents considering adopting thatthey will be loved back, the ad is suggesting more. It conveys two messages, both effectively. One's status still largely stems from the class one's family isin. Instead, itredoubles the effort of the image to convey this message in a warmer andmore understated way. Thisaudience would be attuned to the 9 s social influence of needing love andaffection, having grown up in it. The ad achieves its success by its provocative use of imagery andits simple text to get across this feeling that it is okay to feel goodabout adoption. A parentshould bask in the love his or her child gives back to them, the image ofthe smiling, satisfied mother concurs. Additionally, the sponsoring agency's name and logo are locatedsparsely in the upper right hand corner of the advertisement, which hidesthem sufficiently so that the shock value of the image is allowed topredominate. But instead of a look of shock on the mother's face, we see acomfortable smile. However, its implicit message that such a practice is okay to feelgood about is conveyed just as well. The ad is intended for Indian parents considering adopting an Indianchild, but the high quality of the advertisement could appeal to anyoneinterested in great storytelling. Additionally, the simplestyle of the ad and small font size of the text contribute to the ad'sfunction. The high level of persuasiveness of the ad derives from the shockingimage that acts as a non-sequitur to jar one's sense of the ordinary anddirect one's eyes to the text below the image. Ostensibly, itswarm, funny image and corresponding text convey the message that young,wealthy Indians will get something out of adopting children from othercastes. Advertisement: Indian Association for Promotion of Adoption and ChildWelfare The advertisement from the Indian Association for Promotion ofAdoption and Child Welfare is extremely successful in expressing itsstatement that not only does adopting a child do as much good for parentsas it does for the adopted child, but that it is OK to feel good aboutadopting. Thus, the ad also appeals to the audience's need tofeel safe about making its decision to adopt in a culture that might behostile to that decision. All of the focus is on the unique image so that once one's mindhas gotten around the oddity of it, one's mind becomes curious as to whatit could be selling. That it masks this more risqué messagespeaks to the professionalism of the ad's designers. The initial reaction a reader takes fromthe ad is one of shock to see a child nestling a clearly Photoshop-enhanced, small woman. "You will receive more than you can ever give." The child ispictured as a three-to-four year old Indian boy with a precise, modernhaircut. The clear white background assures thereader will not be distracted and will focus only on the image and then thetext. Therefore, the minimalist and sleek style help the messageand image attract the reader's attention without unnecessary distractions. It should be noted that the ad is probably countering socialinfluences in India, a rigorously caste-based society, that stigmatizeadoption. But the image is sweet and funny. The rich and socialelite might not need to have the message reinforced by an image of a childcradling a mother (thereby implying that they would need a reward for adecision based out of the heart). "Adopt," the text reads under a picture of a child cradling hismother. She looks like she is feeling good about her decision toadopt. In the final analysis, the ad from the Indian Association forPromotion of Adoption and Child Welfare can only be seen as highlysuccessful. And thecarefully worded text is sure not to say directly that it is okay to feelgood about adopting and ignoring long-established social rules. The use of the provocativeand funny image is intended to appeal to busy, urbane Indians who have thesense of humor to understand the inclusion of the disorienting image. Thus, the ad is working to counter this argument by conveying itsmessage about feeling good about adoption by appealing to the modern, sleektastes of the avant garde in India. If this paper is not what you are looking for, you can search again: Search for: or Click here to request an essay written just for you.