Cancer Research UK

Ideology

Without the public support Cancer Research would not be able to save the lives of the so many people who have cancer. This impacts all different types of people, from the people who are now cured and can live and breathe whilst their lives go on, and others who are suffering having more hope because of the new medicines and cures being found. It also impacts on the people who lose their loved ones because they know that more people need to donate to help find a more powerful cure.

Characters/Visual style

There is a variety of different characters and settings in this advert, each character being in their own setting. Medium close ups and close ups are used throughout the advert to connect the audience to the person who is either a surviver or someone who has lost someone to cancer. The settings in the advert are places such as the Hospital, the park, the restaurant etc. these are all places you would expect to see these people making the settings stereotypical however the last setting is not what you would expect however this creates a bigger impact tot he audience when the realise what is going on. The voice over used is calm and positive to ensure to the audience that by donating there is hope to finding a more certain cure for cancer. In the second half of the advert the number for Cancer Research appears on the screen, at the end of the advert the number, logo and contact details appear on the screen. 

Lines of Appeal

The advert uses a small twist and an enigma code at the beginning of the advert so that the audience will ask the questions such as - why are they not supposed to be there? or have they done something wrong? this encourages the reader to maybe believe that the person has done something wrong if they should not be here. This then makes the audience feel guilty when they find out the reason they should not be here an that their life was in danger. We see each of the characters in a family, friendship or relationship context and so this connects to our need of Love and Belonging. The adverts aim is to make the audience personally identify with the advert due to the variety of different situations with the characters and the direct address that the characters give to the camera.

What works

The simplicity of the message, the use of enigma codes at the beginning, the establishing shots followed up by a close up and the emotive ending scene.