One Child - Save the Children

Ideology

Save the children would not be able to save children's lives without the publics support. This advert has an enormous impact on the children who are sick due to malnutrition because the medication they need is being provided due to the public paying for it, this also impacts the donators life because they have made a difference in a positive way. More of the public must donate to Save the Children to ensure that more lives are saved.

Character/Visual style

The main focus of the advert is 19 month old Phedosi who is one of the many children suffering, along with the other children in the advert who are shown in different places such as hospital beds. Medium close ups and close ups are used to make the audience look into the malnourished child's eyes making them connect and feel sorry for the child. There are stereotypical settings used such as dirty homes, dirty hospitals, hospital beds, these all impact on the guilt that the audience feel because the standards over in our own countries are immaculate compared to the standards where the children are living. The voice over is calm and worrying to make the audience think that this is an on going situation so this money must be needed all of the time, it has a sympathetic tone to it so that the audience relate to the voice over and share sympathy with it. The phone number for Save the Children appears on the screen after the introduction of Phedosi including a website and logo so that people can identify the charity and know where to go to find out more information and to donate.

Lines of appeal

Shock tactics are used in the Save the Children advert by using an extreme close up of a child's face while she/he cries because they are so hungry with their face scabbed and cut because they are so delicate. Enigma codes are make the audience want to ask the questions of why are they having to go through this starvation alone? why is no one helping them? This makes the audience want to make a difference because they are guilt into  donating money because they don't want children to have to starve until death. There is a parallel narrative used showing the only little few of children going through what Phedosi and the children in the advert are.