Charity Advertisment Research 4

NSPCC- open your eyes advert

Ideology

This gives off the message that too many young, innocent children are being neglected and abused. The voice over uses emotive language such as 'desperate need' suggesting that the advert has been made to give the audience an insight into the characters' lives. The main ideology of this advert is that we ignore signs of child abuse and neglect, it is trying to get us to be more aware and open our eyes more rather than ignoring the fact that it happens.

Characters/Visual Style

There are three different children being used in this ad to portray cruelty. Miles, Josie and Tom are all of a similar age and are all set in a dark, gloomy rooms suggesting that they are left to their own devices. The dark effect makes it more purposeful and effective because if the children were shown in a bright, more lighter setting, the mood will be lifted and the creators do not want this. The dark setting draws attention to the helpless children's faces because they are the main focus. The advert uses mainly close ups, this ties in with the dark setting because it helps to show more emotion. This has been done towards the end of the video because Miles is shown with his eyes tear filled. This is not normal behaviour for a baby because baby's represent screaming and making lots of noise. Miles does not do this, he suffers in silence in his cot with nobody there to comfort him. Another thing that is noticeable is when Josie has a tight grip on her cuddly toy, this shows significance because that is the closest she has to comfort. 

Lines Of Appeal

This ad is very motivating. It makes you want to give the child a hug and reassure them by telling them everything is going to be fine. This gives the audience a need to nurture because it is not nice to see the children in that state. This could raise more awareness in current mothers and mums-to-be because they will watch the advert in great shock and tell themselves that they could never be so heartless towards what they see as their bundle of joys. 

What Works

The dark filled rooms work well because they add a sense of sadness to the video, it drags the mood down and it is clear that the purpose of the ad is to show just how bad some children have to live. Giving audience members the need to nurture is good because using children for adverts has a bigger impact.