RM59 (The Mariani Foundation)
Fundraising, with a writing based on a hidden opposition, emotionally connotated (perish - save) of which only the positive pole is overtly shown, and an in-clear grammatical, semantic and typographical opposition (little brains - great brains) with positive direction.
This last gets strength from an identity by similarity writing-image (little brains - head of the baby that contains a little brain) that exploits the natural positive emotional predisposition towards babies.
The remaining writings, within and out of the image, are an accessory help to the persuading aim already searched in a non-rational way.
A well-done advertisement.
Ready made
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