Charity Advert

on
What is the purpose of a charity advert? 

  • They make the audience feel guilty, and therefore donate money to the charity.
  • They are much more blunt and have different characteristics to other adverts.
  • Charity adverts usually take a direct mode of address, they use language such as inclusive terminology - 'we', 'you', 'please donate'.
  • Positioning is where the audience are placed.
NSPCC - Open Your Eyes (2000)
  • This campaign is the most successful of the time period (money wise)
  • Conventional charity advert because it demonstrates the vulnerability of the children in order to make the audience feel guilty.
  • The audience are positioned within the room, the close-up shot positions us close to the children who are being abused. This will make the advert personal and relatable. 
  • This could also make the audience feel uncomfortable.
  • The mise-en-scene of the whimpering child makes the audience feel deliberately uncomfortable. 
  • This is a sound of a child crying, not being abused, yet we make the assumption that this is abuse.
  • Music has dark tones
  • Central lighting focus, everything was blurred around the main focus of the child
  • Grey colour scheme, looks sad.
  • Good, positive words in green, draws the audience's attention to that
  • The advert is very emotive, dark colour scheme, imagery of crying/upset children
  • Child actors are selected to make the audience feel protective over the child in the advert
  • Direct mode of address to the audience 'Open Your Eyes'
  • Repetition of the phrase '£2 per month', shown throughout the advert on screen and spoken through dialogue.
  • Each child has a name so it feels more personalised and realistic.
  • Probably more targeted towards parents themselves who will compare how they treat their children to the treatment displayed within the advert.
  • Close up of boy looking into the camera makes the audience feel sad.
  • In real life the kid is crying because he is bored, but the anchorage of the lighting reinforces that he is in a bad place.
  • The setting is a cot and alone. The isolating mise-en-scene
  • We do not see any abuse during this scene
  • Actors are used to protect identity.
  • We see no reality, and are seeing a total reconstruction and representation of reality for the purpose of making money. 
  • Nothing is factual, so it can be considered non-ethical, or ethical, dependent on view-point
  • The main issue with this advert is the high-angle view shot over the child, positioning the audience as the abuser. This is reinforced by the expression on the child's face and the colour scheme.
  • If we do not donate £2, we are no better or worse than a child abuser.
  • You can stop this by giving money. This could make the argument that it is unethical. The end justifies the means, because the process is justified by the end result due to the mass donations.
  • It got stopped because we kept seeing the same children over and over again. They were desensitised to this.

Water aid background
  • Established in 1981 as a response to a United Nations campaign for clean water, sanitation and water hygiene education.
  • It now works with organisations in 37 African, asian and central American countries plus the pacific region since 1991 its patron has been Prince Charles
  • Created by Atomic London in October 2016, this advert (titled rain for good) stars 16 year old Zambian student Claudia and aims  to show how communicates benefit from clean water by depicting everyday chores such as farming and laundry,





Comments

Post a Comment