The NSPCC is a charity in the UK aiming to stop cruelty to children. This advert shows vulnerable children looking sad and helpless, dark colours and emotional music to persuade viewers to donate £2 a month to help the cause.
Dependency-Responsibility Altercast is used as the viewer is
left feeling responsibility for the children shown in the advert as the children
have nobody else to depend on and have had previous bad experiences.
The
Dependency-Responsibility Altercast was demonstrated by Ross and Braband (1973)
where subjects were left in a room alone, with a blind confederate or a
confederate with sight and an emergency which could harm both the subject and
confederate was staged. The subject was more likely to respond and to respond
faster if they were with the blind confederate than the confederate with full
sight.
Ross,
A. S., & Braband, J. (1973). Effect of increased responsibility on bystander
intervention: II. The cue value of a blind person. Journal of Personality and Social Psychology,
25, 254-258.
Nice application of Ross and Braband.
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