Empathy is the experience of understanding another person's condition from their perspective. You place yourself in their shoes and feel what they are feeling. Empathy is known to increase prosocial (helping) behavior. While American culture might be socializing people into becoming more individualistic rather than emphatic.
Empathy also is the action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another of either the past or present without having the feelings, thoughts, and experience fully communicated in an objectively explicit manner.
Empathy in advertising can ignite the variety of feeling among the viewers. some of the feelings might be based on positive and negative side. from positive side, it could be happy, joy, playful and from negative side it could be sad, suffering and hurt.
Empathy in international ad :
The ads is a Public Service Announcement by AMNESTY INTERNATIONAL for against violence upon women.
(Violence and Suffer)
The concept that they use to portray the suffering of women that being abuse violently and sad emotion is by putting the image of the small child that crying with some copy under it which are " the only witness won't talk". The copy are intended to emphasizing the image which is usually only the small child are the witness to the violence that happen to elder women like their mother but they cannot do anything and they will not tell anything to others except only CRY.
(Negative : Sad, Pain, Sorrow, and Sympathy)
The reason that they use the image of small child crying because it is what happen in real world. In some family, domestic violence always occur to the women especially to the wife or mother. When that situation happen, the young child will feel helpless and just be the eyes of the violence.
Empathy in local ad :
The concept that they use is the painting at the wall of the inner side or swimming pool. The painting in the ads shows the image of city like the city have been sink under the water and have some copy "don't let this be our future" . It is to emphasizing the effect of global warming toward the risen of sea water level. When the world are facing with global warming, the ice at the pole will melting and cause the level of sea water to rise and might endanger the our city.
(Positive : awareness and care our earth)
The rationale of the ads is nowadays world have been haunted with lots of natural disaster and phenomenon. global warming is one of the most haunting scenario that we face today. With the risen of temperature, it might contribute to the global warming. Because of that, people should alert and aware of this problem and together in taking care of our earth.