Ideologies

Together we can end global warming.

 

Visual and Narrative Techniques

This advertisement is about a man reading to his daughter a book that talks about global warming and the horrors of what can come of it, there are illustrations of sad animals and children which are widely considered cute, so to see the upset can be upsetting/uncomfortable for the audience. Once the father has finished the story, the child asks 'Is there a happy ending?', to which there is a pause before the charity information appears on screen. This pause is used to encourage the audience to think of possible answers to this questions and to think of the possibilities, most of them would be negative.

 

Advertising Techniques

This advert uses the innocence of the child to provoke the audience to pity her as she will have to 'face the consequences' of the mistakes of todays older generation. Her innocence is contrasted with the seriousness of the message the advertisement puts forward in order to make the audience realise that their actions are affecting someone who has done nothing wrong.

The use of the narrative being told through the use of a children's book infers that in the future there will be no happy stories to tell children and all there will be is doom and gloom, global warming corrupts the innocence of youth which is something that we hold on to tightly and rely on.

 

What works/what doesn't?

The use of and innocent child to provoke the emotions of an older audience is really effective, as well as the intertextuality between a conventional children's book and the dark story being told works well to create a thought provoking advertisement.