Save the Children - One Child - 4

Charity: Save the Children
Campaign: One Child

The ideologies shown in this advert as that children, only 19 months old, should not have to experience these problems at such a young age, its unfair the children because they haven't done anything wrong in their life to deserve this, they are only young, and the charity are trying to stop young children dying from these problems, such as malnutrition. All the children need is help, and with the charity and the audiences donations, they can help innocent children from needlessly dying before they have even lived their full life. No child deserves to not eat when they are so young, so with the generosity of the charity and the audience, together they can end the outrage happening in these 3rd world countries, and together than give hope to young children's lives.

There is only one person in this entire advert being highlighted, the child. The several use of close up shots highlight this when they frequently show big/extreme close ups so that the audience cannot see any sort of future for the young child in the advert, the future is slim, and bleak. Once the child seems well, the lose up shots end, and the audience can picture a happy life and future for the children, which is what the charity want, a healthy future for all children because everyone deserves to live a happy life. When the doctor holds the baby's hands, it is from a over-the-shoulder shot, representing as though it is are hand shaking hands with the child and that the entire audience can feel  physical connection, which makes it seem that together, we can help the children, and together, they can help these children. The use of extreme close ups also empathises how bad these children's lives are. We can clearly see how unwell they are as the detail in the lips shows that the children aren't getting the required amount of food and water every day, and hence the lips have dried up and turned black and blue, because they aren't being looked after due to malnutrition. The darkness in their eyes shows how empty their life is, and how dark and bleak their future looks.

The encoders use shock tactics and reward and punishment to appeal to the audience. The shock tactics of seeing the children sow unhealthy and how bad their life has been gets the audience wanting to donate to the charity, so they can stop this from happening, as the audience know how badly they are living, and the conditions they live in on a daily basis. The encoders also say "Show these children that YOU care" almost trying to make the audience feel guilty and bad about not donating, and that they are letting down these children who depend on their money to survive.

The voice over in the advert is perfect, it is a calm and soothing voice that doesn't distract the audience from watching the advert. He speaks with a confident manner, important as this can make the audience confident when they are donating themselves to the charity It is a reassuring voice, the audience feel reassured when watching the advert, rather than an erratic voice that could distract us from watching the advert. This is key to a charity advert, making the audience watch the whole way through, and not getting distracted by anything other than the lines of appeal the encoders have purposely made.