I have chosen to analyze the advert on Radio Free Europe that encourages people to support the radio programs by donating some money. I was mostly interested in the advert considering the fact that it chose an area that affected United States and the whole world during the 1950’s. Communism was not only a big issue but addressing the issue was even more complex. Despite the fact that it negatively impacted on the citizens, most of whom cited manipulation by the government, condemning it could cost a person’s life or land them to jail. It was hence during this time that many resorted to literature and poetry just to condemn the issue indirectly (Oddee, 2009). However, since not everyone had the courage and the skill to speak on such issues, radio free Europe promised to give people the voice they needed.
This is hence definitely an advert that would attract the attention of many. It is rather obvious that the people that were tired of the affairs of the nation and wanted change would invest their money to a radio station that would guarantee them freedom and liberty. The advert is conspicuously shown by a photo with a clear question of how a person can help fight communism. The donation is also given the name ‘truth dollar’ which implies that the money donated will fight for the truth (O'Barr, 2005). In a society where truth was rear and everyone shunned from speaking it because of the dangers that were associated with it, they were assured that by donating their dollar, they would accomplish the purpose of speaking it without necessarily risking their lives. One more encouraging fact about the advertisement is the fact that the words emphasize that communism will not be fought in any other place but in the backyard. This is hence a guarantee that as long they donate, communism will be an issue of the past as the radio station speaks for the people.
The success of any advertisement to lure an audience and communicate the required message is based on how it is represented. People tend to be attracted to advertisements that start by addressing issues that currently affecting them. It mostly needs to be a crisis that everyone looks forward to having a solution. Once the advertiser has created such a crisis and promises a solution, it makes the audience to concentrate. Even though the advertiser is doing it solely for his or her benefit, they advertisement needs to presented in a manner that will assure the audience that it is more to their advantage. This is because human beings have a tendency of engaging in activities that will benefit them. Once such an illusion has been created, the advertiser can now set a price that will pull the audience into action. In my opinion, the truth dollar advert fulfilled all the qualities that were required for an audience (Halliwell, 2007). It was a sure way of luring the audience and ultimately promising them that it is not just a selfish course but one that will deliver them and their generation to come from the bondage of communism (Oddee, 2009). It was timely advert that was accompanied by the best illustrations. The advertiser also used as few words as he could to ensure that he does not bore his audience and hence not effectively communicating the message.
References
Halliwell, M. (2007). American culture in the 1950s. New York: Edinburgh University Press.
O'Barr, W. M. (2005). A brief history of advertising in America. Retrieved from http://muse.jhu.edu/journals/asr/v006/6.3unit02.html
Oddee. (2009, November 10). 15 interesting Cold War vintage ads [Blog] http://www.oddee.com/item_96874.aspx
