Assignment #4
EMPATHY is
a word that means that someone is able to share or understand the emotions and
feelings of another person. Someone may need to have a certain amount of
empathy before they are able to feel compassion. In advertising, empathy is the selling in term of 'transfer of emotion'. Advertiser must be able to capture the minds, the hearts, and convince the potential customer that "we feel for you" that their brand are truly cares about them. Empathy mostly can be found in public services announcement in any part of country in the world.
Empathy in local ad:
National Cancer Society Malaysia
IDEAS
maternal health, cancer, breastfeeding, smoking is dangerous to babies
CONCEPT
The advertisement above use/portrays the unknown female breastfeeding her baby. the use of indigo colour to show that it is a poison
EMOTIONS
Negative - Unforgiving, Irresponsible, Unconcerned.
RATIONALE
Maternal health refers to the health of women during pregnancy or childbirth. Smoking in pregnancy results in serious risks for both the woman and the foetus Cigarette smoking by pregnant girls and women has been shown to increase risks of complications in pregnancy and to cause serious adverse fatal outcomes.
Empathy in International Ad:
Labour Advertisement
IDEAS
human rights, manipulation, victims
CONCEPT
The advertisement above use/portrays the workers were sitting in the toolbox.
EMOTIONS
Negative - Manipulated, Frightened, Victimized
RATIONALE
It must have the reason why they choose to put workers in the toolbox. Clearly the pictures says the workers resembles the tools of the toolbox. It is because workers are just like other human being. They also cannot be treated as a tool.