Cancer research advert

Ideology

Cancer research relies on peoples donations in order to keep running, this being the only way they can help to save lives. It shows the impact cancer can have on peoples lives and it suggests that without cancer research they wouldn’t be alive.

Visual style

Medium close ups and close ups are the most common camera angles used as the characters stare into the camera, this us used so you can feel a connection with them, as you can see their emotion and make eye contact with the viewer through the camera. There is also a voice over which is calm and sympathetic whilst being appealing.

Lines of appeal

It appeals to love and belonging as we see each character in a situation where they are with friends or family. Also it uses enigma codes as at first we may question why exactly they are not supposed to be here.

What works

The emotion in the advert forces us to make a connection with the characters in the advertisement.