"In this phase of our research on charity advertising, we aimed to examine how INGOs represent distant others in direct mail communications compared to newspaper advertisements, building on findings from earlier studies. While the direct mail format offers greater potential for nuanced storytelling, our analysis reveals both continuity and emerging shifts in the dynamics of charity advertising, underscoring the complexities of this medium.
Positive developments include an increased attribution of images to their creators, a practice that will gain significance as AI-generated content becomes more common. Additionally, the decline in pitiful imagery in direct mail compared to newspaper advertisements signals progress toward more ethical representation. These trends highlight incremental yet noteworthy changes in visual storytelling.
However, the continued overrepresentation of Africa across direct mail and newspaper advertisements raises critical questions about the motivations and strategies driving charity communications. This trend suggests a potential disconnect between visual narratives and operational realities, warranting deeper scholarly exploration. Similarly, the persistent focus on health as the dominant subject matter—often at the expense
of narratives on education, economic infrastructure, or capacity-building—highlights the emphasis on short-term relief over long-term development.
Thus, while there is evidence of progress, charities must strive to balance their visual narratives against operational realities. The necessary shifts highlighted will require significant overhaul at strategic levels but are vital not only for fostering a more informed and engaged donor public but also for advancing ethical and equitable representations of development and the Majority World." (Conclusion, page 22)