Bernardo's Charity Advertisement

Bernardo's Charity Advertisement

Ideologies:

The main ideology promoted in this advert is that children's problems can be anything from anxiety or stage fright all the way to sexual exploitation. It also promotes the idea that children can be vulnerable and that they need help in order to overcome their fears, this can be incorporated into the advertising by allowing people to donate or join their cause.

Visual and Narrative Techniques:

The main character in this story is 'Ellie'. I believe this name is chosen as it is a common girls name therefore will apply to more people. In this advert, she is overcoming her fear of telling people about being sexual exploited. This allows the viewer to draw the conclusion from this that this can happen to anyone. The use of medium close ups through out let the viewer get closer to the characters and allow them to relate to them more and sympathise with the characters.

Advertising Techniques:

The use of a young girl will apply to the appeal to nurture as the girl can be seen as a daughter figure as well as the use of a close up of her crying to show her as vulnerable could also appeal to that narrative. 

What works?:

The use of characters in order to create sympathy both for the charity and the characters is something I am considering using in my charity advert.