charity ads


representation
  • the girl is white, British and middle class- audience can establish and associate themselves with her quickly as it is targeted at white British middle class parents.
  • The fact shes middle class and her house is bright and warm connecting to happiness creates more of a differences to the ending of the grey dull tent signifying depression and sickness
Technical codes
  • The lighting and colours gradually get darker and darker as the advert goes on - signifies road to destruction
  • Mid-shot of girl holding sprinkles foreshadows the bomb going off later on
  • Long shot of setting allows audience to establish that it is set in London, allows them to think about them in that situation because it makes is close to home
  • At the end there is direct address when the birthday comes round again, the girl looks directly at the camera this is for emotional effect
  • The fact save the children used a young girl creates sympathy
  • candles at the beginning are bright and tall-connotes to her long bright future ahead/ juxtaposed to the ending with short dull candles suggestion a short and limited future ahead.
  • each shot gives the audience a small idea of what's going on-this is used for dramatic effect and creates tension
Media language
  • The ad takes a hard sell approach-emotional and straight to the point
  • Save the children did not take a typical approach as they did not show there brand identity for example them in action helping the children
  • The ad uses a call of action eg donate now


Slogan- “just because it isn't happening here doesn't mean it's not happening”
Addresses reasons why some people may not donate eg “it doesn't affect me”

Oxfam - we won't live with poverty
Technical codes
  • Establishing shot shows slums and poverty
  • The ad uses a variety of representations of ethnic groups and social classes to connote to it being a widespread problem and that any one can help them accomplish their goals
  • Contrast those who have been helped and those whose haven't- emotional affect
  • Wider range of ethnic groups to appeal to a larger target audience
  • Mid shot of each person to show their backgrounds and who they are(links to representation of ethnicity)
  • Audio codes- we hear a wide range of accents links to representation of ethnicity
  • The ad unites different ethnic groups as a theme of togetherness which is mentioned in the ad
  • The ad contrasts lighting - light vs dark to show the difference between us and poverty
  • Within audio codes it uses facts to persuade the audience that that with help they can defeat poverty

context

  • Unlike other charity ads it takes a soft sell approach for example uplifting music, the advert looks at the positive aspects and what they have achieved
  • Slogan: we won't live with poverty
  • Shows its brand identity by showing what they have accomplished.
  • Unique selling point - idea that together we will

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