Saturday, August 17, 2013

Dar Al Ajaza - altruism or egoism.

There are two impulses for giving: Altruism and egoism. Dar Al Ajaza al Islamiya (which always provides good and thoughtful ads) chose to capitalize on the latter (not that there is anything wrong with that). By saying "koullouna 3ala el darb" (we are all on the path) and juxtaposing young people an elderly (the elderly for whom it cares), it is enticing the youth to think about their own older days. So, by using the egoist element (what would happen to YOU?) it is pushing them to donate to those who preceded them... Smart move!

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