OUGD601 / Context of Practice - Analysing green campaigns.

OUGD601.
PRACTICAL ELEMENT. 
ANALYSING GREEN CAMPAIGNS. 


Velvet toilet paper:

In the ad, Velvet is firstly announced as a luxury toilet tissue, which goes hand and hand with its name Velvet. This is the priority of the brand, first to appeal to consumers through the greatness of the product and then through the sustainable cause of planting 3 trees for every one used. 'So if you like things that are soft soft soft and if you like trees, well obviously'. The ad also has a friendly and conversational tone in its speech, as if speaking to you in a real conversation over something trying to educate. The ad is also light hearted and quite funny, taken away is the seriousness and doom and gloom of deforestation and put in its place is the fruition and power of the consumers one small action of buying velvet toilet roll. 'Treemendous'.

'So far by choosing velvet you've helped us by planting 6 million trees around the world.'
The campaign doesn't focus on what hasn't been done but the great achievments that have already been gained from the consumption of the product. It can be seen that Velvet is a successful sustainable brand, as in the previous ad they desired the want to plant 6,000,000 million trees, an achievement tracked in this ad. 

Charity water:

Although water charity does start on a note of doom and gloom, the way in which it is communicated is educational, with a voice that is telling you, over conversing. However over being powerfully instructional, viewers are taken in by the narrative like story. 

'Until, they get a little help.'

'little' is used to describe the solution, offering the viewer the perception that improvements to water systems will not take a lot of their effort and self sacrifice. little, offers the idea of a simple solution, of which simple solutions are clearly listed. Another persuasive techinique used and often spoken about in the written element of this project is empowerment of the consumer, the consumer is shown just how much power their contribution will have by improving the lives of people in need, and not just improvement of water systems. 'This will mean more than clean water because water changes everything'.