Charity Advertising Research

Time to change- Schizophrenia Movie Advert.
This advert attempts to challenge usual stereotypes of people who suffer from mental health issues like schizophrenia. The first part of the advert is made to look like a horror film , however we then go into someones home where there is a man, doing everyday things like make a cup of tea. He then reveals that he has been diagnosed with Schizophrenia.


Ideologies.
The ideologies that are promoted in this advert are that people who suffer from mental illnesses are normal people, not a 'lunatic with a knife' which according to the advert is what the stereotype of people suffering with things like schizophrenia are, therefore it attempts to relate to the audience by implying that anyone can suffer from mental health issues.

Visual and Narrative techniques.
Firstly, the advert starts off like a horror film, by using an old font, dark images, screeching sounds and slow haunting background music. However, as we approach a door, we enter a kitchen and the music goes off. The kitchen is just like an ordinary home and there is a man making a cup of tea. This is used to relate to the audience. The man introduces himself as Stewart who goes on to tell us that he has been diagnosed with Schizophrenia. This makes the audience feel as though they're having a conversation with him, again making it a lot more relatable to the them. A voice over is used at the end, a long with the logo, which then justifies the message of the advert, which is to 'end the stigma.'

Advertising Techniques.
An advertising technique used in the advert is persuasive ideologies such as reward and punishment. For example, the voice over at the end says that if you visit the website, you're helping to end the stigma around mental health. Therefore, it will reward the audience as they're helping to end the stigma by following one simple instruction.

What works/What doesn't. 
One of the things I liked about the advert is that the character/situation used is relatable to more or less everyone, so it will grab everyones interest and attention. I also like that the beginning with grab peoples attention as they will be lead to believe that this advert will be a horror and quite thrilling, however once the advert already has attention, it goes on to raise awareness of the charity/issue.