Charity Advertising Research 6

Make Poverty History
This is an advert that attempts to put an end to poverty, starring many famous people who click every 3 seconds to show the rate at which someone, specifically a child, dies from poverty.


Ideologies
The advert puts across the ideology that if everyone contributed to end or reduce poverty, it wouldn't happen and could be avoided. It also tries to give us an idea of how bad poverty is and the amount of child deaths that it causes.

Visual & Narrative techniques
Firstly, the advert is in black and white, which already creates a more serious tone and indicates that the advert is implying a dark and negative message. The only sound we hear is the click every 3 seconds. This adds to the atmosphere because its silent, until we hear the click which is a quick yet effective sound. Also, the actor Liam Neeson is the only person we hear in the advert. This is probably because he has an effective voice, meaning its recognisable and he has a deep tone, again doing to serious tone of the advert. The camera stays in one position through out the advert so the audiences attention is not distracted by the frequent and quick change of shot. There could be a few enigma codes in the advert, for example the audience may wonder why the celebrities featured are clicking, which is later revealed. At the end, there is text, which says 'Make poverty history.' The way its written will have an effect on the audience because the word 'poverty' isn't bold like the other words, which therefore makes in stand out in a way as its different to the other words. The word 'make' will have an effect on the audience, because it is quite a demanding word, and 'history' will finally give off what the message of the advert is about.

Advertising Techniques
In the advert, elite persons is used to help advertise and promote the charity. It will encourage a response from the audience because they may aspire to be like the celebrities, therefore they will be more likely to help the charity. Relating to the 15 Basic Appeals, it could satisfy the need to nurture because it may trigger paternal or maternal instincts, especially because children are the subject of the advert so that will also make the advert more appealing to the audience.

What works/What doesn't 
I like the fact that the advert uses elite persons to promote their charity, because it makes it memorable. The click is an effective sound because its quick however it stays with the audience.
I think the negative aspects of the advert is that it lacks shock tactics. If there were shock tactics the audience may feel more strongly about reacting to the advert. Also theres no reward and punishment, so the audience might not feel like benefit from the advert.