Ideologies

Children should not have to suffer at the hands of abuse.

Children are vulnerable, too much can kill them, NSPCC can stop this with help.

Visual and Narrative Techniques

This advert cleverly used this comedic, animated little boy to portray a real life boy who lives at home with his father and is constantly abused. As he is a cartoon child, every time we see him get hurt he bounces back up again and we hear the cheesy 'bouing' or 'bang' noises as well as an audiences laughter. This juxtaposition between the comedic light hearted sound effects and the dark reality to the situation is striking as it has the audience wondering why they would use this cartoon to get across such a dark and depressing matter as we know that it is serious through the role the father plays, an aggressive and violent man who doesn't offer any humour to the ad. The audience is left wondering until the end when we finally see the real boy lying at the bottom of the stairs