Gender response to charity donating

Last week we looked at gender response to advertising and this week we will look at there responses to charity advertising and weather it impacts upon them or not.
We started off the lesson by looking at three different charity adverts the three campaigns we looked at were…
Bernardo’s - this advert showed a small girl playing in a playground full of drugs and litter.
Cancer research UK - this one showed us the people disappearing due to the fact they had died of cancer
Give blood - this one showed us the effect of giving blood and who it had saved from death

Our responses to the adverts was … we thought the Bernardo’s advert wasn’t emotional enough and the lack of emotion made the audience not take much notice it lacked a certain impact that we found the Cancer research UK advert had. The reason we thought that this was more impact full was that some members of the class had an emotional tie to the charity either through loss of someone through cancer or just the fact they might have known someone who has had it, we even found that the advert was so emotional that some people couldn’t watch the advert as it made them upset and this isn’t good for the charity because people wont see the message about donating and it wont reach its full potential if people turn it off. According to the class as a group we found that the advert about giving blood was the most impact full advert we established it wasn’t the most emotionally but we found that it was the most factual and it was more to the point it gave facts to get it message across rather than emotion and we found that people preferred this because it want trying to make them feel guilty about not donating.

This is the advert that we all respondeded to the most it is the give blood advert.

After looking into the three adverts we were then asked to take part in a questionnaire which would then calculate what sex our brain is, luckily I turned out to have a male brain. This means that my way of thinking is more logical, less imaginative and apparently I am more organised and more direct (straight to the point)


After this we looked at Scheibe and Condry 1984 who states that advertising to women stresses beauty and youth and advertising to men stresses physical strength and ambition.
We also looked into how direct mail is sent through the post and what types of packaging we would more likely to open if it appeared though our letter box.
We found that a more informed envelope would more likely to be opened as it might trick the resident into thinking it was important. Our main discovery was if it was obviously DM and stood out too much I.e. if it had advertising on the envelope it would most likely be dismissed and without being opened.