'Positive image' appeals --- Developing a in a responsive relationship to 'shock effect' campaigns, 'positive image' ones also rely on photorealism to represent the reality of suffering . The difference is that these campaigns reject the imagery of the sufferer as a victim and focus on the sufferer's agency and dignity.This is eviden in Oxfam's campaigns such as Save the Children(1991). which sums up two key characteristics of the 'positive image' style (1) it personalizes sufferers by focalizing the appeal on distinct individuals as actors(e.g. , as participants in development projects and (2) it singularizes donors by addressing each one as a person who can make a concrete contribution to improve a sufferer's life(e.g. through child sponsorship.)

Source author: Emmanuel Henry Pierre manniepierre@hotmail.com