Heal Charity Advert

Ideologies

The Ideologies of this advert is to suggest that if the children of the world that are in desperate need where close, such as in are streets or citys then we would help them with basic needs such as food, water and learning to read and write. However because they are not close many people do not help. So this advert suggests that people can still help by donating to the charity and sponsoring a child.

Characters/Visual Style

This advert uses just one character and one main setting. The advert shows a indian child in poverty living on a beach under a bridge, The entire advert is shown on this beach and under the bridge however it is shot in London so this supports the ideologies of people would help if it was on 'our' streets. Also the only character in the advert is the indian child. The advert uses the use of MCU and CU as the character looks straight at the camera, directly to the audience in order to address, this is to create a immediate connection with the audience and so creates a guilt tactic so the audience will feel sorry for the child and decide to sponsor. The setting at first is not recognisable to be London, the settings is shown to be like conditions in India, dirty, cluttered, damp. However the camera moves to a MCU shot once the child is on the beach and it then becomes recognisable that it is London because of the iconic buildings in the background such as The Gherkin. The VO of the advert is the indian child speaking calmly however even though the voice is the indian child's you do not see the child actually saying these words, this could imply that the child isn't able to actually speak to you but this is what she is thinking. Towards the end of the advert the child asks a direct question to the audience and at the same time the child looks directly at the camera, to the audience as the question is being asked. This emphasises the 'You', pressuring the audience to sponsor a child and donate. The advert ends with a message on screen of the ideology of the advert in a short sentence and then its logo, also with sinister music playing.

Lines Of Appeal