NSPCC-2013 coursework research-1

NSPCC-2013




The ideology presented in this charity advert is that children without caregivers to look after them are extremely helpless and don't know how to survive. Another ideology is that society thinks that children should be treated and looked after as they cannot defend for themselves as they have not fully adapted and this is why they need caregivers.

In the advert it clearly displays children being isolated from others due to abuse which is quoted in the advert used by a voice over which has a very subtle voice to show the sensitivity of children and the subject the advert is presenting. Also, it portrays the children as in need of help as they are hiding from their parents due to the abuse, trying to open a tin of food because the parents leave her alone at night but she cant open it because 'she is just a child'.

This specific charity advert appeals to parents as they have a need to nurture when it shows children in distress and seeking for help but also it allows parents to form a personal identity with the advert as the use of children will make them think of their children in that situation and this manipulates them to donate as they couldn't imagine their child like this. Furthermore, it also appeals to children themselves who watch the advert as it allows them to also form a personal identity with the advert as some of the children that are in this situation are the same or similar age as them and they are capable of being in the same situation as the kids presented in the advert. Finally, the advert shows reality and with the text showing facts about the amount of kids in this situation, and it is a eye opener to people as it makes them think that this is actually happening in the world they live and it needs to be stopped, once again this convinces them to donate.

The best things about this advert are:

• The use of the black and white video.
• High angle shots (in some shots) 
• Close up shots

The black and white is used to add an element of seriousness to the topic and the high angle shots makes the children seem inferior and vulnerable which they actually are. The close up shots allow the audience to have an in depth look at the children's emotions as it shows the tear running down the girls face. These may be presented in my charity adds as they are an effective technique.