Power of images

I might state the obvious here, but advertising is something corporations take very seriously and that independently of their intention. They just cannot afford to miss their target on advertising, the "too big to fail" downturn is that, just like superstars, dirt goes off your public image way harder than glitter. That is why you will never see some huge companies advertising, they are simply scared of missing and do not want to spend the money it takes no to miss. I have a good example of successful (by my own standards which you might not agree with) advertising for a company that wants positive publicity: BASF sustainability Newletter. Before I go any further I want to say that I did like the way they formatted it, that's why I tried my best to explain it.
 First you look at the newletter and just let yourself go through their updates. Then take two steps back and observe. How did they format their NPO-type newsletter? The first picture is crucial, it is the one that will take the reader through and I stole it for you to stay with me and read my post (I know, I'm evil :-) ). Here we see a fragile human, female child and indian-lookalike. You immediately associate it with:

• peaceful religion 
• resilience to their fate 
• general happiness of living (the colorful background underlines it) 
• fragile financial situation of 90% of the population. 

 Then the first plan blurred out to understand the focus is on the human, the tap is only the context. It could be food she's pointing at, but you would not associate it with sustainability as easily as with water. The results gives you impression that the mighty can also take care of the frail and help him. It does not say up to where nor how. Then it goes on with other things that you might want to read or not, but you will be caught by this fragile little girl with her used tin bucket pointing at the tap with a happy face. You are now in the emotional with this picture, it would not be the same if it was that middle age indian man signing an important collaboration contract that will be much more of a help for the little girl and her family's future than the water tap (does it work?). BASF intentions are secondary for my analysis, what I want to emphasize is that BASF surely used media professionals to format this newsletter. They cannot afford to waste a Newsletter if it does not advertise inderectly and positively the company. Worst, the newsletter backfires because you did not care enough to what you would show the World. For this reason you will see many companies willing to remain out of the spotlights.

 P.S.: If you feel I am wrong, I'll be glad to hear from you. It is not my area but I have an inclination for marketing and a passion for photography.
 P.P.S.: I really would like to thank the photograph that captured such a beautiful and fragile expression of this child. If anyone knows him please let him know his photo is beautiful.