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.