Illiteracy is a serious and widespread problem that every community faces today. Furthermore, there will be no easy solution to this ongoing problem without concerted international efforts to find a viable solution that addresses the severity of the problem. Statistics show that one in four people in the world are illiterate, two-thirds of whom are women. Although 97% of illiterate people are concentrated in three key regions: South and West Asia, Sub-Saharan Africa, and the Arab States, developed countries also face a growing illiteracy problem. Illiteracy is the result of various factors such as difficult living conditions including poverty or living in an illiterate family. Additionally, access to adequate schooling is not available in all areas of need. Certainly, illiteracy has many dangerous effects because it limits the development of individuals and nations. It also impacts many sectors of a country like its economy and politics. The media plays an important and remarkable role in combating this problem. Both advertisements above warn of the danger of illiteracy. The first ad shows a baby born to illiterate parents. Throughout the ad, there is text in large capital letters addressed to this baby's parents asking "What if you had to tell him you can't read?" ". The second advert shows two hands holding the prison gates and above the image there is also text in large capital letters saying "L'alphabetisation Breaks Barriers", meaning "Literacy Breaks Barriers" . The first advertisement is more effective because it uses various persuasion techniques to appeal to the audience's emotions, logic and ethics. Both advertisements use several techniques such as text, design and the human figure to appeal to the audience's emotions. The colors used by the first...... middle of paper ......this number of illiterates in this position imprisoned behind the barriers without doing anything to help and save them. The presence of the logos of 19 sponsors and organizations at the bottom of the ad establishes the credibility of this ad. Additionally, the actual event with official dates increases the credibility of the announcement. Finally, both announcements alert society to the serious problem of illiteracy and urge us to save those oppressed illiterates who cannot live and claim their rights. However, the first advertisement is more effective because it attempts to appeal to the audience's emotions, logic and ethics which effectively convey the message. As the problem of illiteracy impacts the world, especially our society, there must be organizations that tackle this complex problem effectively and relevantly to stop the continuous cycle of this problem..