Advertising

Leo Burnett claims that when consumer watch their advertisements, he wants them to admire the product and not the advertisement itself. That indicates the ultimate communicative ability an advertisement may have, even when it has to do with an organization like Amnesty International.

In this sense, the focus is on the production of a communicative advertisement, which intends to spread this message, and not the creation of just a pleasant/nice advertisement. As far as my subject is concerned, this stands for the sensitization of citizens on the problems that the organization fights against and aims at cultivating culture into viewers. The advertisement must have the power to reverse thought and present the viewer with something new, it must cause surprise and not reveal the obvious, meaning what the viewer would thing.

The messages that it bears should be indirect and urge the viewer to thing by prolonging its influence’s duration or by memorizing them. The advertisement should depict the world we live in, without misleading or false images.

The reason why the advertisement should be like that is because the viewer persuaded with honesty and in the held of advertising on the behalf of organizations like Amnesty International, is the projection of problems independently of the exaggerations of advertising, spreads their ideas and values.

Guerilla Advertising

It is the advertising which does not directly display the promoted product to the viewer during its conduct and uses strategies that can be adjusted to the type of the advertising message. For instance, the advertising of hetaeras in ancient Greece whose shoes would leave a mark on the ground with the message “follow me”. A modern way of undisciplined/irregular advertising is for example from a company selling mobile phones which gets attractive persons walking in the street and asking passing people to photograph them with their new mobile phone. Hence the unsuspecting passer-by comes in touch with the new produ ct without knowing that he/she becomes the target of an advertising act. An advertising way of guerilla advertising is the one that has been used by the Childhope Asia Philippines organization, where scenes that correspond to domestic environment/atmosphere have been designed at various spots in the city Consequently, the passing viewer sees a bed painted on the sidewalk and the message is subconsciously transmitted to him. It is important to indicate that this way of communicating. Often takes advantage of the urban landscape to achieve its foundation unlike the rest of the ways which use the landscape in order to find their space of existence. Hence, guerilla advertising does not use a wall becomes the “paper” where the equivalent advertisement is printed. That means that it broadens the traditional methods of projecting, in ways that promote creativity even in basic elements, like the field of advertising.

Post - It

The intention of this printed campaign is to sensitize the Greek readers, mainly of the periodical press. The particular campaign penetrates into the press and tries to attract their interest. The vivid colors of post-it papers that bear the messages and th e way they are placed try, in a publication where the 40% of its subject-matter is an advertisement, to win the reader’s favor. The first set of registrations bears the central message sent by the Greek department of Amnesty International “Turn your objection into action”, which has been printed on a post-it paper placed in the centre of a white page. Their vivid colour and their placing intend-like I have already mentioned above- to draw attention so that the reader will lift it off the page to see the second meaning, “speed it out”, and finally, detach it. This way each one of us helps the spreading of the message – like I mention in the two former assignments – the spreading of the organization. At the same time, by sticking it anywhere (e.g. collegue’s desk, friend’s newspaper etc) he/she also becomes a part of the advertisement.

The second set of registrations has the same style as the above; still, the intention here is to show, in a way, what Amnesty International does.

Full-page pictures have been chosen and depict living caricatures of 68 (taken from a display by the fraternal organization of Amnesty International, Oxfam from the German and British department) and a post-it paper bears the message “Write Them“.

It is a message with a double meaning which, at first glance, refers to a slang phrase and an indecent gesture. By lifting the paper, the reader gets in touch with the organization’s central message and with two more words “turn your objection into action! Visit www.amnesty.org.gr and learn how”. The purpose is to enter the organization’s official site where he/she will pick up information about it. Through reading he/she gets to know that the initialurges him/her to write to the counties readers, who are depicted in the photographs a letter of plea an action by which Amnesty International had began to function.

Finally, the last set of their registrations ends with the third and last act. In the organization’s official site, its members, friends and supporters can find post-it packets with its central message printed on them, which they will be able to obtain with the intention of spreading it by sticking them anywhere (like in the first set of registrations) and, at the same time, with the intention of assisting it financially.

In the end, the registration will be published in the insets of Sunday papers according to the turn they are described each one two weeks after the publication of the other.We intend to awaken the average and, at a certain level, educated citizen.

Multicolour

Signs, posters, placards and whatever anyone can imagine, overrun central spots in the city. Vivid colors catch the passing people’s eye while on them one can see only five different numbers and nothing else. Everybody wonders what and who can be hiding behind this advertising trick.





Two weeks have gone by and still nothing until one morning the numbers have been replaced by a few words that explain and apologize for the numbers (which have been put apart but are still obvious at the left, upper side). The words recite the achievements and the activity of Amnesty International, while the organization’s message dominates the right, bottom side.

The intention of the game/trick is to keep the viewer alert and raise his curiosity to learn what this is about so that he/she will pay attention to the advertisement’s text, which holds the leading part.

Finally, we aim at getting all citizens to know what Amnesty International is, what it does and what it professes, despite their educational and financial level. The campaign will be shown /published anywhere one can imagined, as I have mentioned before. The time during which it will be shown, will be a few months after the registrations about post-it.

T-Shirts

My last proposal was made an the occasion of a T-shirt I received from Amnesty International as a gift for my contribution in the making of its basic publication for 2007. My intention is to make/produce T-shirts with pleasant designs that will primarily be worn by the members of the programme “face to face” of the organization to promote the theme which is the control of guns. My target is that these T-shirts will be won by any young person who will go for a coffee, to the beach, anywhere. So that the organization will slip in youth teams obtainings more young supporters eager to do volunteer work, more members greater financial support and achieve its dissemination T-shirts will be available on the official site of Amnesty International.