Time To Change - Schizo Advert 

Ideologies 

This charity is calling out to society that mental health is a common thing and that a lot of people with it, get discriminated for it. This campaign gives help to those who need it and ask the UK for donations so that they can give the support that people need on a daily bases. With this sort of help, as well as family and friends, people with mental health can feel excepted and lead a normal life. 

Visual/Character Techniques

Using the word 'Schizo' makes this ad seem and sound like a horror film. Suspense is created by the screams in the background and the darkness of the advert. The jumps go by so fast, adding on anxiety: you keep a look out on what might happen next. The very beginning of the advert uses affects to give off the effect that you're watching a trailer to the newest horror film. After all the suspense and anxiety, our expectations are challenged from a change of one setting to another. All of the scary settings, changing to something so normal. This brings us back to reality, showing that mental health isn't all about crazy people who go around killing everyone. We could walk past someone who has a mental health issue and we wouldn't even realize. 

Advertising Techniques  

The audience expect a psycho killer in this ad but as the door open and you see a normal man, you think he may have had a problem like this. Where he gets judged on a daily bases for this, especially when he says "sorry to disappoint you." This also makes the audience feel guilty because we were expecting something terrifying, it's the first thing we think of. This is very stereotypical of us to do. 

What Works

The suspense that it gives us at the begging, the lead up to something. The shock tactic from changing to a suspenseful setting to a normal, the little jump it does back to normality. The advert toys with the audience's emotions, making us feel tense and anxious, then changing to something calm and normal.