Fairtrade
Fairtade helps to promote the work done by the lives of the people who grow the things we love to make a difference. We do this by changing the way trade works through better prices, decent working conditions and a fair deal for farmers and workers in developing countries. Companies choose to work in partnership with the organisation as it promotes that company for helping out those who aren't recognised but play a big part in the production. Therefore people are more likely to buy the product because it helps those in other countries who produce the goods.
Here fairtrade uses intertextuality through a reference to Nike with the phase 'Just Do It' to signify that fairtrade banana's are just as important in sport as Nike products are due to the vitamins and nutrients which banana's contain as a healthy source of energy. The replacement of 'Just Do It' with 'Just Do Eat' influences those who see it to become intrigued due to it being an order so people question 'why should I' and read up on the product so that more people become aware of fairtrade. How the banana is placed here also represents the logo of Nike which is a tick reinforcing the intertextuality so people recognise it and want to purchase products with the fairtrade logo.
In this advertisement, Cadbury is the main brand using fairtrade, showing how the company helps to influence the supply of cocoa sold from Ghana, helping provide those farmers and workers with happier paid lives and producing more cocoa used to make chocolate. This partnership benefits both Cadbury's and the producers of cocoa as they both get more credit which overall helps promote both brands.
This advertisement for KitKat shows the influence on farmers due to the advertisement of fair trade through it's very own Nestle Cocoa Plan which has helped introduce the fair trade logo onto its brand of two and four finger KitKat bars. It states in the flow diagram that in 2013 over 1 billion KitKat's will have the fair trade logo so it spreads and helps become well known, therefore benefits the farmers in other counties with a better living. The plan also gave 62,000 new cocoa trees to the Kavokiva co-operative as well as being given £1.6 million in fairtrade premiums paid to 2,500 farmers in the Ivory Coast.
This Starbucks advertisement shows that Starbucks has now been certified for fairtrade to be advertised within it's brand which therefore, makes it seem like a more trustworthy company as they are helping to benefit those in other countries who grow and sell coffee beans; to provide them with more recognition alongside the brand. It states that now 100% of the espresso beans that they use are fairtrade certified which means that by customers purchasing a Starbucks, they will benefit the producers of the coffee. That way the farmers get recognition and Starbucks receives more income.
This advertisement for Ben & Jerry's shows an artistically creative insight to the cause of co-operating with the fairtrade brand as it uses the inside of the ice cream tub to portray how the cocoa used in the ice cream produced. The fine print states that Ben & Jerry's now use fairtrade which is helping those in the Dominican Republic, ensuring farmers a fair wage to help their families, community and environment. It uses certified cocoa and vanilla in its products to create 'the best possible ice cream in the best way possible'.
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