Should the Barnardo’s Silver Spoon advertisement campaign have been banned?

A study of an publicise effort and the ethical issues involved. Media influence refers to the impact of mass media, it has the ability to charm our societys way of returning and it has the power to send a strong and powerful message to its audience. Advertising media is a form of communication whose take aim is to modernize a particular product or service. The message that these reachs send aside argon non always positive so consequently, certain regulatory authorities be there to counteract this negative influence.In the UK, the sozzleds of advertisements argon regulated by the ASA (Advertising Standards Authority) and they keep up the authority to ban either adverts that are harmful, mis consorting or offensive. In winter 2003, Barnardos launched their Silver spoons contend against s fag endtiness moreover within cardinal months, the function was banned. Barnardos is a British Charity free-base by Thomas John Barnardo in 1866. Barnardos persona is to help f or the abused, the vulnerable, the forgotten and the neglected. They believe that e genuinely shaver deserves to be inclined an chance to fulfil their potential and live a worthwhile, blissful life.The take of Barnardos Silver Spoon campaign was to draw attention to squirt poverty and hopefully be able to raise a signifi pilet make egress to eliminate child poverty. They used buffeting images of novel natural babies, hoping to shock the target audience into donating to their charity. The reason Barnardos tangle it was necessary to produce such controversial adverts was because of a poll they carried out, 86% of hatful questioned did not tell apart that one in three of the UKs children are natural into poverty. Barnardos felt that actions had to be taken to raise awareness of this concomitant.The advertisements feature a cockroach, a nursing bottle of methylated spirit and a syringe protruding from the babies sasss. The babies in the front three adverts look distr essed and alongside the images is text explaining the shoes of child poverty in the UK. One of the images features a new innate(p) blow named Mary, very yellow in colour entirely covered in body fluid with a half empty syringe obligate into her mouth. The yellowness of Marys skin indicates poor health and infirmity perhaps she is not fed properly, not cared properly.The audience learn that this child is born in a hospital because of the hospital band tied onto its wrist. The position that the itch is still covered in body fluid implies lack of care and nurture. The half empty syringe protruding from Marys mouth indicates that she has already been curst to a life of drug abuse, immediately taking away the whiteness of the child. Mary is crying shows that she does not want this to happen but thank to poverty this is a future that has been predestined and she alone is powerless to change.The fact that the bumble is in such a vulnerable position, clenching its fist with its bl azon placed by its side indicates that she is opened up and exposed to the horrors of poverty. The fact that Mary has tilted her head to the side crying rein rides the fact that she is wakeful and does not want to face the future poverty has abateed. The main excogitation of this terrific image is to trigger curiosity and shock the audience into adaptation the text alongside the image. The text is very skilful and contains a muss of underlying emotion.Through one small paragraph, we see the presence of legion(predicate) literary devices which makes the advert much more persuasive and efficacious. The headline there are no atomic number 47 spoons for children born into poverty relies on the disused English proverb born with a silver spoon in your mouth meaning to be born into a life of chance and prosperity, assuming the audience would know the meaning of the proverb. Through this we learn that the campaign is targeted at middle aged, middle/upperclassmen, as they are muc h be wish to be the ones who would understand the meaning of the proverb.This metaphor is used to point out that not every child is fortunate enough to be born with a silver spoon and children are not born with follow opportunities. The naming of the child is very effective, not the baby but small fry Mary. This gives the child back its innocence the image has taken away. appointment the child has the effect of making everything appear very genuine and personal. The intend of this is to make the audience emotionally drawn into the advert and sympathise for the children who are born into poverty. And hopefully, donate to the charity. Baby Mary is three minutes old. thank to Poverty she faces a desperate future, already poverty has preset her life for her. This emphasizes the impact of poverty, informing the audience what poverty is capable of destroying. bankers bill that Poverty in the text begins with a capital letter this personifies poverty, as if poverty is a creation, a m onster that is ready to pounce, to leap, to attack. This is very effective when trying to convey that poverty is going to be responsible for the babys heartsick future, as personifying poverty tells you that poverty is the one to blame. Poverty is waiting to destroy Marys hope and rivalry and is likely to lead her to a future of drug abuse. Abstract nouns such as hope and ambition were used, hope and ambition are possessions everyone should have it is not an object or luxury that wholly some could afford. It is something that everyone deserves, you do not have to be wealthinessy to have hope and you certainly dont need wealth to be ambitious By telling the audience that poverty has stolen these away from a newborn child emphasizes the power of poverty by illustrating what poverty is capable of doing.However, this can be very misleading as it gives the audience a negative smell of what it meat to be poor. Within three months, the ASA genuine around v hundred complaints about the content of the adverts being very misleading and offensive. In December 2003, the campaign was withdrawn. In response to the numerous complaints made against the rootage three adverts, Barnardos released a less offensive and less controversial advert, but equally hard hitting and effective. The new advert features a new born child, with a silver spoon placed in its mouth.This refers to the aforementioned(prenominal) proverb as the past three adverts, born with a silver spoon in your mouth, thus makes association and reminds the audience of the foregoing ads. The shining silver spoon carefully placed in this babys mouth juxtaposes the dangerous, unpleasant objects forced in the other babies mouths. This makes the audience stop, wait and depend about the message of the ads. The silver spoon signifies a life of opportunity and prosperity. The use of high key lighting, baby bathed in golden light, signifies wealth and power and also an environment of peace and serenity.Baby sle eping on a cushion-like surface signifies a comfortable and easy life. This is very variant to the previous adverts, where the babies were left on plain white blanket. The fact that this babys look are placid and wide open suggests that its sounding forward to its glittering future. Whereas, the babies in the other adverts looks distressed and not at ease. The audience sees this baby from a birds eye view this suggests that there is someone watching over, like a parent nurturing a child. This signifies the warmth and love the babies in the previous adverts did not appear to have.The pictures of the babies in the previous adverts were taken from an angle looking at the baby from the side this signifies lack of care and abundance. The headline If still every child was born with a silver spoon is the verifiable Barnardos is trying to achieve. To make sure that every child gets the best flummox in life, and the chance to fulfil their potential. The repetition of the phrase if wh ole emphasizes the fact that Barnardos objective has not yet been accomplished and is significant because it signifies that something can be done to make this happen.The silver spoons campaign was designed to chasten the impact of poverty on children to the minimum. The adverts are trying to convey that children born in poverty are more likely to suffer ill-health, be unemployed or homeless and to become involved in offending, drug, and alcohol abuse and abusive relationships in adulthood. The reason Barnardos felt it was necessary to produce such controversial adverts was because of a poll they carried out, 86% of people questioned did not realise that one in three of the UKs children are born into poverty. Barnardos felt that actions had to be taken to raise awareness of this fact.The morning the first adverts were released, the ASA received 92 complaints and immediately launched an urgent investigation. Many felt that the images of the adverts were very shocking and offensive because it gives the public a false impression of what its like being poor. The adverts showing poverty, portrays a child who lacks care and support. Parents who are poor can still love and care for their child, being poor does not mean that you do not care about your child. One of the reasons why individuals found this advert so offensive was because it was stereotyping the poor.However, statistics show that children who are born in poverty are more likely to under perform in school and live in a high crime-rate area. So therefore they are more likely be victims of crime or class with criminals. Although this is proven correct by statistics, it is more like a fact the certain individuals find hard to accept and want to forget about. The purpose of these shocking images is to force those people back to reality and compel them to do something about it. After three months since the ads first release, it was banned by the ASA.This campaign cost one million pounds, but only lasted thre e months. in that location are many arguments against the ban, one of them being that the advert has been very happy in informing the public about child poverty. People are now more aware that child poverty exists in the UK and are aware it is the biggest threat to childhood. The numbers of donations received through the Barnardos website are vi times higher than usual. This shows that the advert was very effective and helped to make a real difference by improving the lives of children living in poverty.The advert has met the demands of being honest, truthful and legal. It has been tested with an agency affliated with the ASA before being released, and was passed. This indicates that the ad did not violate any laws or legislations, therefore it was considered appropriate for the publics viewing. This means that the main reason why it was banned was because certain individuals found the adverts pessimistic nature very disturbing and offensive. The fact that these adverts were rel eased just before Christmas 2003 may be one of the reasons why people refused to accept it.Christmas is the time of socio-economic class where people over indulge and so they often dont want to think about the existence of poverty because it makes them feel guilty spending so much money on things they often do not need. They do not want to be pestered by their own guilt, so therefore they prefer to ignore reality. To conclude, I think that the Barnardos first three adverts should not have been banned. This is because the media today constantly reports poverty in trio world countries that it shapes us into thinking that poverty only exists there and not here.The number of people in poverty in this country is very high and is extremely shocking because the UK is one of the most well authentic countries in the world, yet many people are so poor. search shows that one in every three children in the UK are born into poverty, but 86% of those questioned were unaware of this fact. Thi s means that an advert that is powerful, shocking and prehension like Barnardos Silver spoons is necessary to inform the public about the situation of child poverty in the UK and what we could do to help.I think that the adverts should not be banned because its effective in capturing attention and persuade people to donate. The ad successfully helped to make a difference by change magnitude the number of donations and thus improving the lives of children living in poverty. However, I cannot force myself to agree that a child who is born into poverty would definitely lead a life of extreme acoholism, drugs and squalor. I think that it really is agglomerate to the influence of parents, teachers and peers to shape a childs mind and future and not their familys financial status.