Amnesty international water-boarding

Charity: Amnesty International
Campaign: Water Boarding



 Ideology: The idea of this advert is to help stop governments from using the water-boarding interrogation technique ,this is where they pour water into the suspects mouth (normally with a cloth on it) to make it feel like they are drowning and they will choke on the water and become close to drowning. There is a clear message and it is to stop this as near the end it goes to a screen where they click unsubscribe and then water-boarding.

Character/Visual style:There are a few characters in this ad, although you don't get to see any faces , the only glimpse of a person you see is their mouth when it is spitting water out of it because they are being choked out by the water. There are several other people all in black clothing, some of which are holding him down whereas another is pouring water down into his mouth when he is lying on his back. They use a series of close up shots which really show the emotion and how the person is feeling as water is being poured into his mouth. They start with close ups and lots of different shots of water splashing into the air and then pans down as the water goes into the mans mouth. At the end they manage to incorporate their motto which is unsubscribe to (then the name) water-boarding in this case with the use of editing.

Lines of appeal: The main theme of this is a shock tactic as there is just water flying through the air and then it pans into a man being choked on water which is really bad as it's not really humane because of the human rights, but somehow the government manage to get around this to use it in getting information from the enemy(usually this is in war)

What works:The thing i really like about this water-boarding advert is the way that the water is flowing through the air in each frame which covers the whole camera and it just looks great, then alls of a sudden it swaps to some man being water-boarded by a bunch of people which is really shocking and it goes to an extreme close up on his face.