This ad is part of Oxfam’s “Fair Trade¨Campaign, which was launched in April 2002 with the intention of calling governments to help end unfair trade practices. In this case the unfair trade is related to coffee.
This particular ad is it intended to generate awareness of how the global production of coffee is based on exploitation, which brings poverty to farmers, It explicitly mentions that big companies are the ones who profit from this suffering and disadvantageous conditions of coffee production, distribution and consumption.
There is a direct call to action, which is “Join us and demand a decent price for farmers”.The content of the ad is also informative, since it invites the viewer to visit the website to get more information.
The ad is made by Oxfam, so we can see that coffee advertisement is not only related to the product, or retail stores, it is an issue about justice, poverty and labor.
In terms of design, the use of the color white as a background is meditated as well since white is an appropriate color for charitable organizations. White is associated with hospitals, doctors, and sterility, so you can use white to suggest safety when promoting medical products. White is often associated with low weight, low-fat food, and dairy products. Therefore in this ad the color white appeals to justice and fair trade