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Aid adverts that juxtapose rich and poor: A preliminary test of their efficacy in North Australia

Published online by Cambridge University Press:  05 May 2015

Kylie Griffiths
Kylie Griffiths*
Affiliation:
Discipline of Psychology, School of Humanities, Social Sciences, & Management, Northern Territory University, Darwin NT 0909
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Abstract

Aid commercials are increasingly advertising for the sponsorship of children in “Third World” countries through juxtaposing images of them alongside children enjoying wealthier, “First World” lifestyles. Sixty-four Bachelor of Education students from Darwin's Northern Territory University viewed images of the same child surrounded by First World, Third World, or a juxtaposed First/Third World environment; responded to an aid donation scenario; and reported their religiosity. Except for those participants who placed a higher value on religion, and compared to conventional “poor only” imagery, the juxtaposed images de-motivated viewers to help children living in Third World countries. Thus, while appealing to a minority of the donor public, juxta-positioning might be leaving the majority of potential donors untouched and unmotivated to help.

Type
Short papers
Information
South Pacific Journal of Psychology , Volume 11 , Issue 2: Special Issue: Community Development in North Australia , 1999 , pp. 85 - 88
Copyright
Copyright © University of Papua New Guinea and the Centre for Southeast Asian Studies, Northern Territory University, Australia 1999

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