Charity Advertising Research 2

Macmillan Cancer Support - Not Alone 

Ideology
The ideology is that people who are sadly suffering with cancer have support whether its family members or its nurses in the hospital. Sufferers are not isolated and Macmillan wanted us to know that. I know this because the voice over says 'no one should face cancer alone' suggesting that if someone falls we will work together to help them back up. Macmillan are emphasising the fact that cancer is a horrible thing for someone to go through therefore they should not suffer in silence. Another message the advert sends off is that cancer hits the loved ones, this could symbolise cancer being infectious and causing others emotion and heartache. With the help of Macmillan, no one will face cancer alone.

Characters/Visual Style
There several characters and each character has their own place in the ad. This involves the characters being shown in different settings. These settings are easily recognisable settings that are stereotypical. The hospital, the park and the supermarket. These are all typical day to day settings that tie in with the idea of cancer hitting you at any time of the day. The shots are effective because the long shots of the cancer sufferers falling back in slow motion shows just how turn taking cancer actually is. The way in which the creators of the ad have chose to approach it in slow motion adds to the effectiveness because it makes me as an audience member question whether or not someone is going to be there to catch them. the close up shot of the man in the lift brings out the emotions because the camera focuses on his eyes suggesting that the news of his loved one is overpowering him.
The voice over is calm rather than panicking. It is not rushed, this is good as it adds to the amount of sympathy being used as the tone of the  voice sounds sad. This ties in with the music being played in the background because it is slow and adds a sense of sadness to the advert.

Lines Of Appeal
There are small enigma codes used when the cancer sufferers are shown to be falling because we are encouraged to question whether or not someone will stop them from falling and help them to get through the cancer. In a way, it is getting the audience to personally identify with the ad because it makes us think how bad it would be to have cancer and have no one care.

What works
This ad works well because the simplicity of the message is powerful. We look through the eyes of the man who is told by his doctor that he has cancer, this allows us to see it from his perspective. This encourages us to be more engaged in the advert therefore this is successful as it gains the audiences' attention.