Ideologies

The arms trade is out of control.

It is wrong how easy it is to obtain guns.

 

Visual and Narrative Techniques

This advert relies on the use of intertextuality between the well recognisable teleshopping programs that are used to sell items like bedding, jewellery and household goods. It uses shock tactics by selling weapons such as the AK47 to subvert our expectations, the juxtaposition between the light hearted nature of the show and the issues addressed in the advertisement is a memorable technique because of the rawness of the information received, masked by smiles and laughter.

 

Advertising Techniques

The use of the small boy to demonstrate how to use the AK47 shocks the audience because as the man mentioned, there are children who are actually using these in different parts of the world referred to as 'child soldiers'. Actually seeing the child with the gun opens our eyes to the destruction and chaos that the arms trade is allowing which in turn makes us want to help support this charity.

 

What works/what doesn't

I think that what works the most is the use of shock tactics and intertextuality , paired together they make a very memorable advert.