This "Hope against cancer" advert focuses on the triumphant side of overcoming cancer as opposed opting to utilise shock tactics. The choice of using a male protagonist in a male dominated area of a football pitch, in a sense holds cancer and it's devastating potential to a more relatable level of a male audience, of which is a local football pitch. The direct mode of address to the camera by the protagonist along with the quoted speech: "NOW I CAN JOIN IN", caters to a niche audience of which, like the man in the frame, play sunday/lower league football, this makes this more specific population of the audience: "What if I couldn't join in?". Leading to a sense of