Charity Advertising Research 3

Heal - International Development



Ideologies 
The idea that the advert puts across, is that we wouldn't ignore children in poverty if we seen it on our streets. For example, in the advert we see the young girl living on her own in the streets and I think that the advert is implying that things like this happen all over the world, however because we don't see it, we ignore it.

Visual & Narrative techniques. 
The advert follows a young Indian girl who is seen to be homeless on our streets. I think they've chose to use a young girl as it may suggest vulnerability and therefore we will feel more passionately about donating money to the charity. The voice over used throughout is the voice of the young girl which makes it more personal because it's as if we're watching her as she is talking to us directly which again could lead to the audience donating to the charity. The lighting in the advert is quite dark, which creates an eery and negative atmosphere, to connote the tone of the advert. Many of the camera angles used put the audience in a position as if they're watching the young girl for example there's a medium long shot as she is sat on the side of the street as cars go past.

Advertising Techniques
Similiar to most charity adverts, this one satisfys the need for nurture, because the use of a young child will alarm a lot of people and they will feel the need to care for them. Also, the use of language would persuade the audience to contribute to the advert, as there are many rhetorical questions directly addressing the audience by used the word 'you.'

What works/what doesn't 

• I think the use of a young person works because it will make people think about the reality of the issue and will empathise. The use of direct language also works in the advert because it creates a connection with the audience. The relatable setting is a good element because it takes an unfamiliar situation into a familiar setting, concerning the audience.
• The background music is a bit irrelevant, as I don't think it's appropriate for the message trying to be put across