*To Write Love on Her Arms is a non-profit movement dedicated to presenting hope and finding help for people struggling with depression, addiction, self-injury and suicide. TWLOHA exists to encourage, inform, inspire and also to invest directly into treatment and recovery. * (http://www.twloha.com/vision/)
This video was made to persuade the public to vote for the charity "To Write Love on Her Arms" for the Giving Awards where 5 charities compete for 1 million dollars. The strategies used here to do such were fascinating to me and very, very unique.
First, they used a famous Hollywood star, Justin Timberlake, in their commercial which is a normal advertising technique. But instead of having him endorse their message, they portrayed him being ignorant to the charity and what it stood for. I suppose that this was aimed for the public to feel bad that they, too, are as guilty of being ignorant to these charities. If famous Justin Timberlake can be ignorant, so can the rest of society. In a way, they used a reverse technique to persuade; they admitted that many people do not help non-profit organizations and showed them how rude and immoral it is (through Timberlake) so they can now vote for TWLOHA in the future.
In addition, the comedy of the commercial helped make it memorable. Timberlake says "A million dollars isn't cool. You know what's cool? A billion dollars." His poking fun at the sum of money makes the people watching the commercial remember that a MILLION dollars is up for grabs for the charity and one can infer how useful it can be. Lastly, the commonplace quote at the end “can’t you just tweet about it?” was asked to Timberlake as a possible technique to get the public to tweet about it. Since Timberlake was not cooperating with TWLOHA and the public saw how disheartening it was, they do not want to be like him and will post on their Twitters about this.
In conclusion, I loved how this commerical used a uncommon method to get their message across and I thought it was very effective.
Definitely agree, this commercial had a very effective way in which it attempted to get its message across. Unlike what you would usually expect, in this commercial Timberlake was used as a negative icon to help persuade the viewer how important it actually is to donate to charities. I believe this method will definitely be more prominent and it might get viewers to spread the word through "tweeting" or word of mouth.
ReplyDeleteDefinitely agree, this commercial had a very effective way in which it attempted to get its message across. Unlike what you would usually expect, in this commercial Timberlake was used as a negative icon to help persuade the viewer how important it actually is to donate to charities. I believe this method will definitely be more prominent and it might get viewers to spread the word through "tweeting" or word of mouth.
ReplyDeleteThe commercial appealed especially to those that feel ignorant or indifferent to giving to charities. His image as a celebrity allows those that keep up with celebrities (generally youths to young adults) to use social networking sites to spread his views. Overall, it is an interesting post.
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