Hostname: page-component-586b7cd67f-gb8f7 Total loading time: 0 Render date: 2024-11-26T01:37:11.710Z Has data issue: false hasContentIssue false
  • English
  • Français

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
Get access Rights & Permissions [Opens in a new window]

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

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

References

Carr, S. C. (1999, 03). Social and organisational research possibilities: Transactional positioning and juxta-positioning. Darwin, Australia: Northern Territory University.Google Scholar
Carr, S. C., Mc Auliffe, E., & MacLachlan, M. (1998). Psychology of aid. London: Routledge.Google Scholar
Cassen, R. (1994). Does aid work? Oxford, UK: Clarendon Press.Google Scholar
Godwin, N. (1994). A distorted view: Myths and images of developing countries. Development Bulletin, 30, 46–48.Google Scholar
Ho, R., Niles, S., Penney, R., & Thomas, A. (1994). Migrants and multiculturalism: A survey of attitudes in Darwin. Australian Psychologist, 29, 62–70.CrossRefGoogle Scholar
MacLachlan, M. (1993). Splitting the difference: How do refugee workers survive? Changes, 11, 155–157.Google Scholar
Marsella, A. J. (1998). Toward a global community psychology. American Psychologist, 53, 1282–1291.CrossRefGoogle Scholar
Merriam-Webster's Collegiate Dictionary. 10th Edition. (1993). Springfield, CA: Merriam-Webster.Google Scholar
Sorrentino, R., & Hardy, J. (1974). Religiousness and derogation of an innocent victim. Journal of Personality, 42, 372–382.CrossRefGoogle ScholarPubMed
World Vision. (1999). Child Labour TV commercials. Melbourne: World Vision.Google Scholar