Cancer Research UK - Mirrors

Ideology

Cancer Research is becoming more and more successful with the help of the public support in finding cures to help people suffering with cancer to live longer. This impacts on not only the person who is suffering with cancer because they get to live longer but it impacts on the people who are around them - their family who get to cherish more time with their loved ones. Although Cancer Research is becoming more successful, this isn't good enough - people are still losing loved ones day in and day out which needs to change so more can be done to help find a cure.

Characters/Visual style

There are a variety of different characters in this advert ranging from all different ages telling each of their stories about a lost one they have lost. Each person is stood in the mirror looking at their reflection with someone stood behind them who is talking to them, then the person in the mirror fades away leaving the other one alone. This has a large impact on the audience because the MCU used allows them to see the pain and loss in the persons face. The voice over is calm and desperate telling the audience that the amount of people dying from different types of cancer needs to stop which is why they need the publics support. During the advert there is a blank screen shown with all of the details needed to show how to donate to the charity. We think that the advert has finished however it has not, we see that there is some hope when a small child is seen in the reflection of the mirror suffering from leukaemia however, she doesn't disappear.

Lines of Appeal

The biggest shock tactic used in this advert is the first person who we encounter with, he is a child with his mother behind him. When his mother disappears and we see the number of women who have died from this disease in the last year - this hits the audience like a brick wall because we wouldn't have expected such a large number and it is even more upsetting that this is a small childs mother. The fact that there are so many people dying from cancer can make people relate to loosing someone from it and makes others realise the dangers of it which is why they should donate to help prevent more people dying from the deadly disease.