Charity Advertising Research 9

Time To Change

This advert is for the charity Time To Change, which is aiming to get rid of the negative stigma around mental health. 

Ideologies
One of the ideologies promoted in the advert is that people believe there is a stigma around mental health. This is implied when each time the scenario is played, there is a different reaction. For example, the first time he responds by answering his shoe, which could be humour, however it also implies that people suffering with mental health issues are unstable. Another ideology put across in the advert is that it is okay for men to talk about their problems, as this is something that seems to be overlooked and not taken seriously in todays society.

Visual & Narrative Techniques
The characters in the advert are 2 men. I think this is important, because men are quite overlooked when it comes to showing emotions, so it shows that it is okay for everyone to talk about their problems. The fact that its set in an office suggests that mental health issues is common and normal, as the situation takes places in popular workplace. The overall colour of the advert is very dark and grey, connoting a negative atmosphere. There is a voice over of the mans thoughts, giving the audience a clue as to what is going on in the advert before it starts.

Advertising Techniques
In a way, I think humour is used to appeal to the audience. This is shown through his different responses, like when he talks to his show, disappears into dust and says he's going home but crawls into the little space. This may appeal to the audience as it makes them laugh, as well as informing them about misconceptions of mental health. The advertiser also offers reward and punishment to the audience by saying 'let's end mental health discrimination.' This implies to the audience that if everyone works together, we can change the perception of mental health, which will make the audience feel better about themselves.

What works/What doesn't
I like that the advert is set in a realistic setting to put across the message that there are a lot of people suffering from mental illnesses in places you may not expect. However I don't like that there is a lack of information, because if there was more the audience may feel more strongly about reacting to the advert.