Text, context, affect and effect: Fairy tales in the UNICEF advertising campaign against paedophilia

Abstract

By conveying traditions and moral values fairy tales constitute an important part of our lives and cultural identities. Fairy tale motifs and allusions have been repeatedly employed for commercial and non-commercial purposes by advertisers around the world. This paper looks at the UNICEF anti-sexting advertising campaign that features two classic fairy tales, Hansel and Gretel and Little Red Riding Hood. Sexting is a growing problem among young people these days. According to the recent EU Kids Online 2020 survey carried out in 19 European countries, 22 percent of children aged 12-16, on average, have had some experience with receiving sexual messages or pictures. Through an analysis of the visual and verbal content of selected advertisements, the present study investigates how the advertisers creatively make use of the famous fairy tales to raise public awareness of the issue.