![Picture](/uploads/1/3/2/5/13255416/529471177.jpg)
The piece of printed advertisement was produced by Shimoni Finkelstein Draftfcb for Adam Le Adam, a charity for elderly in Israel.
It is controversial not just because of using the concept of another advertisement designed by two students before. Actually I think the former one further expanded and enriched the concept instead.
It is controversial not just because of using the concept of another advertisement designed by two students before. Actually I think the former one further expanded and enriched the concept instead.
The similar advertisement done by two students
Disregarding its nature of being an advertisement, simply take a glimpse at its idea. The grandmother sat on a lenient sofa weaving a scarf for her grandchildren– it supposed to be a very warm scene. However, the scarf was changed to a hangman’s noose. She is weaving her death, by herself.
The photo is great, full of pathos to arouse aware of the problem of elderly suicide. The low lightness and colour saturation created a dim and sorrowful environment to grab people’s sympathy. The depressed face with so many wrinkles made people think of their own family members.
It is a very successful piece if it is just a photography work, or when the purpose of it is just simply appealing people to show more care to their grandparents.
However, it is an advertisement for an ELDERLY CHARITY. And the aim of such kind of charity should be providing a blessed home for elderly around the city. In this printed advertisement, we cannot see any positive elements linking to a lighter future, but only sadness and despair. And its message seemed to be asking people to send their grandparents to the therapy, since the people cannot take good care of the elderly and make them want to commit suicide – as if the charity threaten people to donate money or to send their parents.
The contradiction of the idea and the aim of the advertisement made the piece quite a failure. Erasing the logo at the bottom-right hand side, it can be a good photography work.
The photo is great, full of pathos to arouse aware of the problem of elderly suicide. The low lightness and colour saturation created a dim and sorrowful environment to grab people’s sympathy. The depressed face with so many wrinkles made people think of their own family members.
It is a very successful piece if it is just a photography work, or when the purpose of it is just simply appealing people to show more care to their grandparents.
However, it is an advertisement for an ELDERLY CHARITY. And the aim of such kind of charity should be providing a blessed home for elderly around the city. In this printed advertisement, we cannot see any positive elements linking to a lighter future, but only sadness and despair. And its message seemed to be asking people to send their grandparents to the therapy, since the people cannot take good care of the elderly and make them want to commit suicide – as if the charity threaten people to donate money or to send their parents.
The contradiction of the idea and the aim of the advertisement made the piece quite a failure. Erasing the logo at the bottom-right hand side, it can be a good photography work.