Historical and Cultural Advertising Campaigns


This is Oxfam’s first launched campaign, Greek Week, which was held in 1943. The advertisement aimed to ease the mass starvation in Greece. Oxfam managed to raise £10,700 for the Greek Red Cross which is equivalent to approximately £370,00 in today’s money.

The market audience are the British parents as the advert is focused on a starving child and that Oxfam is based in Oxford, England. They wanted the people of Britain to send food parcels to the given address at the bottom of the advert so Oxfam could send them over. It works because in the image the child’s eyes look innocent and they get their point across because it’s basic and not overly detailed. the advert contains a short amount of information that is necessary – what they do, what they aim, what they are and a little background story related to the image to intrigue the reader. They keep the viewer interested because of the sympathy for the girl. the reader wants to know if Oxfam saved her. If Oxfam managed it then maybe they could help more. This advert was probably produced in a newspaper as it’s only a still, printed advertisement.


This is PETA’s, People for the Ethical Treatment of Animals, famous poster against poaching, specifically the fur used to create clothing. It was made in 1994.

The market audience is to anyone who isn’t aware and to who are certainly aware of how their fur clothes are made. The upperclass are the ones who would buy the clothing so it is  as far as one knows aimed specifically at them. They want people to stop wearing fur clothes, and to get their point across the women in the advert say they would rather wear nothing than to wear animals. The advert does work as their point is very clear at the top of the advert. They keep the viewers interested by having popular celebrities at the time pose naked. The advert was produced as a poster from a photoshoot.



This is the British Heart Foundation’s billboard advertisement about the link between clogged arteries and smoking. The billboard shows a fat filled cigarette. The billboard also had a television advertisement and according to statistics it helped stop 14,000 smokers.

The market audience is to anyone who smokes and their aim is stop people smoking by using specifically in this advertisement. It works because the image used puts off the user as it gives a revolting reaction. They get their point across by stating a very clear fact, in just one sentence.


This is a famous photograph which was taken nearly 40 years ago for a muscular dystrophy campaign. It was recreated by the charity in 2010.

The market audience is to any member of the public and the aim of the poster is to argue that muscular diseases are to not be ignored. It works as it triggers a small amount of guilt if it’s disregarded.

Reference to where I found these advertisements https://www.theguardian.com/voluntary-sector-network/gallery/2015/feb/02/charity-campaigns-influential-oxfam-unicef-adverts-gallery


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