Cancer Research - I shouldn't be here - 3

Charity - Cancer Research (Attempted twice as first time failed to upload)

The Campaign - I shouldn't be here.

The ideologies that the encoders are showing in the adverts is that Cancer Research has saved normal, ordinary people's lives from cancer, but more still needs to be done to save everyone's life, as they showed with the young girl who unfortunately lost her mum. It shows that they have achieved a lot during their campaign but they still aren't satisfied with the fact that cancer is still taking innocent people's lives, which is why they need people to donate to their fund to save everyone's life, as cancer can affect everyone in their life.

The characters used in the advert are the average, ordinary looking people in the country. The directors use a variety of ethnicities and ages in the advert to show that cancer can affect everyone, and no one is safe from cancer as it can affect each and everyone of us. The characters look into the camera to make the audience feel a physical connection between them, which can make more people more likely to donate if the advert feels more personal, and more direct at them. Children are used twice in the advert, as they are often then ones who adults feel the most sorry for as they are the most vulnerable age group, more people are more likely to donate to a charity that includes children in their campaign, as they have their whole, lives ahead of them, so it is unfair to have that taken away from them. The settings of the characters are distinctive restaurants, football pitches, hospital and the wedding dress are all settings that the audience can recognise easily, and that we can picture ourselves in these positions, so it gives another personal feel to the advert. The voice over is a calm, soothing voice with no fear or bad tone to it, it makes the audience feel at ease when they are listening to it.

Lines of Appeal isn't really apparent in the advert, there isn't a big use of shock tactics until the very end when the girl in the dress appears with watery eyes speaking about her mother, we feel awful and guilty for the girl for the loss of her mother, and are more likely to donate to stop young girls mums being taken away from them on their big day. The enigma codes is evident though, we do ask questions about why they shouldn't be there, what have they done to deserve not to be there, only until the end at the sad scene is when we realise what they were talking about. 

Just how simple the ideologies are and how they are portrayed in the advert, it grabs the audiences attention by doing this, and makes us want to watch on until the end where the encoders show their details to make people donate to their campaign. I'd say the lack of reward and punishment is a problem, they could have mentioned that the lack of donation could lead to more innocent deaths, which can lead to more Poole donating as it gives them a guilty feeling about not donating.