Barnardo's - What will Become - 5

Charity: Barnardo's

Campaign: 

The encoders are telling the audience that children who grow up to be prostitutes, or murderers, don't want to be like that in their childhood, they are forced into doing that due to unfortunate circumstances. No children want to cause harm to anymore else, they want to make their dreams successfully, they want to live a happy life, and the only reason they do worse things in later life, is because of the problems they have suffered in life. The charity just wants to help the children to aspire to their dreams, and not to be forced into a dark path, they want to help them too well in there life, and not to do bad things because they have been forced to go into that life, they want to give them a new, happy, fun life.

The multiple characters in the adverts are important to the audience, and again, another charity is focusing their attention on children, as they know that children are the best source of donations from the audience, due to how vulnerable they are in life. But it's the lack of a certain character in the advert that creates the enigma codes. Where is the mum? The dad? Their family? Why aren't they there? Many enigma codes are used in the advert, because it is automatically who we associate with children, children need adults in their life at all times to do well in their life, they rely on them as they are the source of life, as children aren't independent enough to live on their own. So, when they talk about their future, the use of a close up is important. The audience can focus on the character when they are saying it, the emotion in their face when they say their future, but the close up represents that there is no future for these children, and they will only live a bad life, presumably because there is no adult in their life to guide them along the right track in life. The close up also allows the audience to see in their eyes, it gives the audience a personal connection, and allows the audience to compare the children to their own children if they have any, which makes them more likely to donate if they don't want their own child to live the same life the child on the advert does. The need to nurture springs to the audience's mind, it is key for the audience to nurture their own children to make them healthy and happy in life, and that's what they should do for the children in the advert, they don't have a family to rely on, they have to rely on the money from the audience to live.

The shock tactics in the advert are prominent throughout the entirety of the video, usually always on the bottom half of the advert the realism of what the children will do in life is shown, creating a shocking realistic viewpoint of what children will do when they are older, whether they like it or not. The shock tactics more or less persuade the audience into wanting to donate to the charity, we feel shocked to realise that children will eventually turn into monsters because they haven't got someone to nurture them, the only ones who can help is the charity Barnardo's but they rely heavily on donations.

The advert create a lot of enigma codes, which persuades the audience to continue watching the advert so they can find out what happens at the end of the advert. The constant use of close ups is also key as it represents the lack of t]future the children have, and how bleak their future looks when we read on the bottom how life turns out for them, and how different they turn out to be from their dreams.