Charity Adverts and Gender Differences

Promoting a charity is a much more complex process than promoting a product, service or brand. Charities are often dealing with taboo areas of society, circumstances that audiences don't really want to read about, and the charities cannot be accused of glamourising their subjects. Charity advertising is an innovative and creative field. Charities and ad agencies work hard within the restrictions imposed upon them to create ads that will provoke discussion as well as donation.





Provocative advertising is one way of getting a charity into the news.

During Friday's lecture we saw 3 adverts. For me, the first two were really good.
First- A girl looking at me with her sad, blue eyes...asking for help.
The second one- People from different generations saying: "I shoudn't be here." And suddenly, a woman trying on a wedding dress... She turns around and says with tears in her eyes: "My mom should be here..."
They would encourage me to give some money to these organisations.
Unfortunately, charities need to be shocking in order to provoke a response.




And about gender differences...I've read that "female brains are more compact than male brains, though smaller, they are more densely packed with neurons, particularly in the region responsible for language. Also, females have language functions evenly distributed in both cerebral hemispheres, while in males they are more concentrated in the left hemisphere. This puts males more at risk for language disorders like dyslexia." In other words, women are more intelligent :) They are more successful at school.



What's more, there are also gender differences in advertising. Women focus on health and beauty whilst men focus on phisical strength.

Enterprise Week: Advertising's role in a more complex world

Tom Vic, Group Business Director of leading communications agency JWT, was talking about advertising as an important element of the marketing communications mix during The Enterprise Week.



He mentioned that marketing is evolving through digital and adapting to the new times. First adverts people could admire in the press, then on the Radio, on TV and in the Internet. For example, D.E.P.s (digital escalator panels) are a revolution in digital screen advertising and feature across the Tube network.



Although it is very expensive, it is an investment for the future because Media, as told Tom Vic, are the second brand of marketing communications. It appears that an agency should go back to basics and adapt to the times. Full-service agencies are now very important but only the strongest will survive. In five years time we would have probably digital agencies. Vic consider that the credit crunch is an opportunity to make greater focus on cost-efficiency. He added that advertisements will always exist and develop all the time. Now is a time of great excitement and opportunity for the advertising industry.

Enterprise week: Divine Chocolate Story - Pa Pa Paa!

First of all, watch this short film wchich I found in the Internet. It explains a lot!


Divine Chocolate Limited is a manufacturer of Fairtrade chocolate products in the United Kingdom and the United States. It is the first farmer owned chocolate company. It was established in the UK in 1998 as a partnership between the Kuapa Kokoo cocoa growers' collective and the alternative trading organization Twin Trading.
Its first product, launched in October 1998, was Divine milk chocolate.


"There are currently around 1.6 million people involved in growing cocoa and many more in associated industries"



Divine Chocolate Ltd is owned by the following organizations:
•45% owned by Kuapa Kokoo, a Fairtrade cocoa cooperative in Ghana.
•43% shares are owned by Twin Trading.
•12% are owned by Oikocredit, a Dutch microfinance institution.

Divine is decorated with traditional West African Adinkra symbols which appear on crafts and fabrics all over Ghana.



Pa Pa Paa - The Best of the Best!
Cocoa from Ghana is of a high quality and trades at a premium on the world market. Kuapa Kokoo's motto is pa pa paa - which means the best of the best in the local Twi language.



Divine Chocolate gained many awards. Here are some of them: