Commodity Substitution: The Charity Music Video as Effective Fundraising Tool.

The article examines the effectiveness of charity music video as a fundraising tool. Topics covered include the effectiveness of charity music video in alleviating compassion fatigue, the synaesthetic characteristics of video that delay the need for immediate commodity substitution and analysis of four charity music videos including "Do They Know It's Christmas?," "We Are the World" and "Everybody Hurts."