How Do Ngos Represent Humanitarian Issues Trough Images in...

How do NGOs represent humanitarian issues trough images in advertising? Negative images of developing countries are a common means adopted by Non Governmental Organisations to raise financial support for those countries. However there has been much discussion as to weather such advertising for fundraising campaigns is really authentic and if the images used represent the issue as it is. More and more NGOs turn their backs on the use of negative images, for example of starving children, and adopting new advertising strategies. When the organisations are trying to raise cash from potential donors there is often a dilemma between using shocking images to raise cash in the short term or whether to focus on the longer term gains with more†¦show more content†¦According to Chouliaraki (2010) this new approach could be identified as â€Å" post humanitarian communication†. â€Å"This shift, I argue, should be seen as a contemporary attempt to renew the legitimacy of humanitarian communication – one that abandons universal morality and dr aws on the resources of the media market in which humanitarian organizations operate today.† (Chouliaraki 2010). She notes that NGOs are still relying on this style of advertisement to provoke emotions but not in a way to inspire immediate action. The corporate advertisement style is used in a â€Å" Take it or leave it way† (Goddon et al. 2009). A good example on the use of photography in corporate advertising is the campaign â€Å"Its not happening here but now† from Amnesty International in Switzerland. The campaign uses the tagline Its not happening here but its happening now the campaign puts up posters in bus stops and train stations etc, with exact matches of the existing background. It aims to show people what is going on in the world, even if its not happening in front of them at the bus stop. The advertising uses shock images to enter in the publics’ everyday lives, entering in the public environment and showing them what is happening in other parts of the world. What Amnesty International does is using photography in a photo realistic way and forces a direct act on humanitarian issues. Books Lester, M P amp; Ross, D S 2003, Images that