Rationale

We are communicating that by purchasing Fairtrade, people will contribute in empowering coffee bean farmers by improving their working conditions resulting in a high quality product. In our visual rhetoric, we have used a manipulation of scale through the minuscule farmers who are making the audience coffee using materials that are significantly larger in comparison. Our tagline "it's the little things that count." enforces this concept of empowerment through Fairtrade. The effect that we were aiming to achieve is that the audience will speculate the reality that in exchange for one cup of coffee we provide a better lifestyle and closer community for farmers. Our imagery are simple and loosely drawn elements using an ink pen, this was to appeal event audiences with positive imagery rather than the use of guilt through harsh imagery. The visual imagery,style and the use of centre alignment in consistent throughout our trans-media resources.