Amnesty International Charity ad

Charity: Amnesty International
Campaign: Human rights - Teleshopping parody


Ideology: In this advert the ideology is that around the world many countries are selling guns to anyone with the money which means they are going to unstable countries like liberia and afghanistan where people that are way to young are using them which will most likely get them killed. This advert just believes that this is wrong and it should not happen and also they want more people to join their petition to help make all of the countries to sign a treaty to stop them from doing it.

Characters/Visual Style: There are three main characters in this campaign advert, two adults who are selling the gun in to the audience who are ordering online and making it seem like an actual item that people wan to buy and have and let them know its cheap and untraceable which is just taking a jab at whichever countries let this happen because it's not a very good way to run the country, anyway these two people are selling the gun like its a normal thing, as they move on from ice cream to the AK-47 and then after that they move onto dressing gowns. They are both just trying to show that the guns nowadays are just passed around like they are nothing and it is all legal because of 'loopholes'. The man who is selling them lets people know that there are 10,000 units hidden around the UK for people to buy from. After they talk for a little while in how it will be a good investment he then says that they are really easy to control and used the example of kids in libya or liberia and afghanistan using these guns ,the woman then acts surprised at this(as in they are easy to handle). After this the woman then says, "well i'll tell you what ,we have got sam in the studio to demonstrate one of these weapons" which then makes you think ok there is going to be an adult firing this at a target and it then cuts to a child, no older than 14 with an ak-47 and he then gets ready and fires it at a target which she encouraged him to do "okay sam, whenever you are ready" because of this it will cause a lot of females who have children mainly to want to sign the petition because of their need to nurture as they can relate to their children and never wanting them to use weapons as such, especially guns.

Lines of appeal: This charity ad really uses the shock tactics in it as there is a kid using a gun to demonstrate it in a studio ,where they are trying to sell weapons on teleshopping. It also uses the mothers need to nurture win this ad as it uses a child and talks about children using guns all the time in syria/libya/Sierre leone and asks them to take part in stopping this by helping put their name on a petition. It uses Maslow's hierarchy as the love and belonging is tapped into.

What worked: When they were selling things and moved on from ice cream to an ak-47 without any shock worked well as they have treated it as if it is not a dangerous thing and can be just bought as easy as that. Also the simplicity f the message at the end in text they wrote, stop arms dealings, sign a petition to stop our governments from doing so.