CBD Burt, K Strongman. "USE OF
IMAGES IN CHARITY ADVERTISING: IMPROVING DONATIONS AND COMPLIANCE RATES." http://www.usq.edu.au/extrafiles/business/journals/HRMJournal/InternationalArticles/Volume
8/Burt Vol 8 no 8.pdf.. N.p., n.d. Web. 17 Jul 2012.
This study published in The
International Journal of Organizational Behavior investigates what images are
most effective in raising revenue for a charity. This is more in-depth
information on a topic I want to cover in my Inquiry Three paper about what
makes a successful charity campaign, and what drives people to become active in
a charity. I love some of the author’s observations on the donation process as
a whole. When describing this process, he says, “Gifts are made with no
tangible reward. Donating does not involve an impersonal exchange, but is
usually predicated on the seeking of a reaction to a serious human condition.
This immediately makes donation a personal matter involving emotions and value
judgments” (1). I thought this was an insightful summary about the process of
donating to an organization, and also something I could tie to rhetoric with
the emphasis on pathos. The prevalence of pathos in the Kony video as the main
rhetorical appeal is consistent with what the author is describing, and
something I think is integral in a charity campaign’s success. This article
goes on to present experiments the author conducted to determine the most
effective images for a charity campaign, and how the sample groups responded to
them. I want to incorporate the study and its results in my paper, as it adds
evidence and background to the success of the Kony video.
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