Charity Advert - Care Drink Advert

This advertisement is a charity advert for clean drinking water, made for the charity 'care'. The advert uses a problem people in first world countries are more familiar with and uses this to highlight and present a problem which is bigger in third world companies. The bold title (which stands out from the rest of the poster) reads "Five-year-old Elsa has a drink problem. Audiences in a first world county such as the U.K. will immediately associate this with an alcohol based drink problem, this is something that is very prevalent in advertising in the U.K. The fact that this is a child with a drinking problem furthers the idea that a child can have a drinking problem. This creates sympathy for the child, and therefore the problem, making them more likely to donate to the cause.

The image on the advertisement shows what we can assume is Elsa holding a container of dirty water. We can also assume that this is the water that she drinks daily, this shows the audience the dire conditions that she lives in, furthering the sympathy produced in this advert. The way that the picture is shot makes it look like she is staring directly at the viewer. This criminalisation of the viewer is a common tactic in charity adverts, as it demonises the viewer through making them feel second-hand guilt through not donating immediately.