INTRODUCTION TO CHARITY ADVERTISING
What is the purpose of a charity advert?
To raise awareness for a certain issue, and to possibly make people donate, volunteer or support the charity or the issue that the advert is showing. Changing someone's viewpoint on an issue.
How do they work?
They often work by making the viewers sympathise for the issue, if the personal is feeling emotional towards the advert they are more likely to donate to the cause.
What mode of address do they take?
Serious, solemn, sometime treated like we're ignorant. Direct mode of address
What conventions do they demonstrate?
Guilt trip, black and white, slow motion footage, slow and sad music, Actual footage of an effected area.
Media language, sound, mise-en-scene, representation, modes of address, ideology, semiotic codes, binary oppositions.
NSPCC - OPEN YOUR EYES ADVERT
Still background, to-the-point text, black and white, slowly fades into colour, all of the keywords are in a green colour (same colour as a logo and the colour itself has connotations to health and growth). The bears at the start have their hands over their eyes, meaning that the children may think they shouldn't report it, also goes with the 'open your eyes' slogan. The black and white theme of this advert as well as footage of children being shown over a background of passing cars suggests that it has gone on too long without anyone noticing. The slow fade in from black creates a solemn tone from the offset, it is effective because it makes the viewer feel obliged to donate immediately in order to stop the abuse. No adults are seen in this video, instead focusing on only children, an enigma code is used here because of the mystery surrounding some of the cases, with the black background furthering this idea. Text on the screen sometimes enlarges, words like 'baby' are much bigger because of the shock value it gives. Binary opposition is used to show that many of these children do not have a parental figure, as the narrator acts as a voice of these children. A high angle shot is used to show the viewer from the position of the adult, with the child's teary eyes looking up at the camera, making the viewer feel even more guilty for the children.
SET TEXT // WATER AID CHARITY ADVERT
Water Aid was established in 1981 as a response to a UN campaign for clean water, sanitation and water hygiene. It works with 37 different countries and the Pacific region. This advert was created by Atomic London in Oct 2016, the advert is titles RAIN FOR GOOD, stars a 16 year old Zambian student (Claudia) and aims to show how communities benefit from clean water by depicting everyday chores such as farming and laundry.
Close up shots of a bucket, a radio, her face and clothes. Sunlight kicks in and a glare effect is seen as everyone starts singing with her (when the water is poured out). Her voice is amplified when compared to every other sound in the advert. Everything in the advert appears as dry and washed out (the dry crops and roads) but binary opposition is also used when the water is poured out of the taps, making it seem happier, the land there has more moisture. This is further opposed by another fact -over 650 million people still don't have access to clean drinking water. This advert also uses binary opposition with the rain at the first world country at the start and the radio reporting on how its's essentially just another rainy day in that country, whereas rain in the third world country would be greatly appreciated. A sense of progress is shown because it highlights a positive part of the crisis, the donations are actually working and the money is going to somewhere useful. Stereotypical representation is also shown with classic gender roles - the men work and the women wash clothes and gather water. Sound is used unconventionally, a happy themed is created and at the same time, it makes the viewer intrigued to know more. The viewer isn't criminalised by the advert like a usual ad would, instead, the advert shows grateful people that are thankful for all the help that they received by the community.
To raise awareness for a certain issue, and to possibly make people donate, volunteer or support the charity or the issue that the advert is showing. Changing someone's viewpoint on an issue.
How do they work?
They often work by making the viewers sympathise for the issue, if the personal is feeling emotional towards the advert they are more likely to donate to the cause.
What mode of address do they take?
Serious, solemn, sometime treated like we're ignorant. Direct mode of address
What conventions do they demonstrate?
Guilt trip, black and white, slow motion footage, slow and sad music, Actual footage of an effected area.
Media language, sound, mise-en-scene, representation, modes of address, ideology, semiotic codes, binary oppositions.
NSPCC - OPEN YOUR EYES ADVERT
Still background, to-the-point text, black and white, slowly fades into colour, all of the keywords are in a green colour (same colour as a logo and the colour itself has connotations to health and growth). The bears at the start have their hands over their eyes, meaning that the children may think they shouldn't report it, also goes with the 'open your eyes' slogan. The black and white theme of this advert as well as footage of children being shown over a background of passing cars suggests that it has gone on too long without anyone noticing. The slow fade in from black creates a solemn tone from the offset, it is effective because it makes the viewer feel obliged to donate immediately in order to stop the abuse. No adults are seen in this video, instead focusing on only children, an enigma code is used here because of the mystery surrounding some of the cases, with the black background furthering this idea. Text on the screen sometimes enlarges, words like 'baby' are much bigger because of the shock value it gives. Binary opposition is used to show that many of these children do not have a parental figure, as the narrator acts as a voice of these children. A high angle shot is used to show the viewer from the position of the adult, with the child's teary eyes looking up at the camera, making the viewer feel even more guilty for the children.
SET TEXT // WATER AID CHARITY ADVERT
Water Aid was established in 1981 as a response to a UN campaign for clean water, sanitation and water hygiene. It works with 37 different countries and the Pacific region. This advert was created by Atomic London in Oct 2016, the advert is titles RAIN FOR GOOD, stars a 16 year old Zambian student (Claudia) and aims to show how communities benefit from clean water by depicting everyday chores such as farming and laundry.
Close up shots of a bucket, a radio, her face and clothes. Sunlight kicks in and a glare effect is seen as everyone starts singing with her (when the water is poured out). Her voice is amplified when compared to every other sound in the advert. Everything in the advert appears as dry and washed out (the dry crops and roads) but binary opposition is also used when the water is poured out of the taps, making it seem happier, the land there has more moisture. This is further opposed by another fact -over 650 million people still don't have access to clean drinking water. This advert also uses binary opposition with the rain at the first world country at the start and the radio reporting on how its's essentially just another rainy day in that country, whereas rain in the third world country would be greatly appreciated. A sense of progress is shown because it highlights a positive part of the crisis, the donations are actually working and the money is going to somewhere useful. Stereotypical representation is also shown with classic gender roles - the men work and the women wash clothes and gather water. Sound is used unconventionally, a happy themed is created and at the same time, it makes the viewer intrigued to know more. The viewer isn't criminalised by the advert like a usual ad would, instead, the advert shows grateful people that are thankful for all the help that they received by the community.
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