Charity Advertising Research

Charity: Cancer Research UK
Campaign: Being Here

Ideology

That Cancer Research wouldn't have been able to save the lives of so many without public support.

That has an impact on all different types of people - who now experience things in life that are amazing.  That more needs to be done because some people do lose loved ones and it is the special moments in life that count.

A little goes a long way.

Characters/Visual Style

There are a variety of different characters and settings - each one having its own place. The visual style is minimalist - but effective - MCU and CU shots are dominant as characters look straight into the camera - the audience is encouraged to feel an instant connection with them. The camera quickly establishes the setting then moves into the CU for the characters to address the audience.

The settings are all easily recognisable stereotypical settings - the resetaurant, park and hospital - only the last is ambiguous but this is done purposefully to increase the impact when you find out what is going on.

The VO is calm and positive - never feeling threatening or overly urgent. Almost a sympathetic tone.

The phone number is on screen throughout the second half of the advert and the final shot is a graphic with the charity logo and contact details prominent for 'the ask'.

Lines of Appeal

There are no real shock tactics to speak of here although - you could say that the advert uses a twist or small enigma codes at the beginning - we are encouraged to ask: Why are they not supposed to be there? Have they done something wrong? Of course by subtly encouraging us to think they might be guilty of doing something wrong - we then feel guilty when we find out that they were obviously in danger of dying. 

This combined with the fact that we can help is a use of Reward and Punishment ideologies. The advert also reaches out to our need for Love & Belonging (Maslow) as we see each of the characters in a family, friendship or relationship context.

The variety of different situations and characters, combined with the direct address to the camera and the Voice Over's use of language is obviously trying to encourage the audience to in some way Personally Identify with the advert.

What works.

The enigma codes at the beginning. The simplicity of the message. The use of establishing followed by close up. The dramatic scene at the end is emotive.