Charity Advert 2 - Amnesty International

This advert is for the charity 'Amnesty International' and is called 'Teleshop Mother London'. The advert shows a man and woman selling products, at first we see the closure of a promotion for ice cream makers, the characters then move on to sell a weapon. Providing information on the damage the weapon can use and how easily it is used, by children in war torn countries as well as other people - due to the loop holes in laws.  

  

Ideologies: 

An ideology presented within this advert is that dangerous weaponry is easily accessed. This is through the concept of the advert: relating the purchase of weaponry to ice cream machines and common products alike. As teleshopping is a easy and convenient way to purchase products, it connotes that dangerous weaponry can be purchased with ease. This is further supported when the characters discuss the laws governing arms trade around the world and the fact that they have 'convenient loop holes'. Meaning that anyone around the world can access and purchase weaponry with ease and not worry about getting into trouble.  

  

Visual and narrative techniques: 

The fact that the advert is a teleshopping scenario is unique to charity advertisements. It connotes that - as previously stated - such weapons are easily purchased. As well as this, it places humour on a serious topic, which will catch the attention of the audience and make the advert more memorable.  

The use of characters adds to realism within the teleshop scenario. A man and woman are the usual sellers within such scenarios, assisting in the audiences belief of the advert and, therefore, increases how well they receive and accept the information. As well as this, a young character is used to demonstrate the weapon, which will appeal to the need to nurture.  

  

Advertising techniques: 

Safety needs will be appealed to within this advert; fear may be placed within audience members once they have discovered how easily such weaponry is accessed. Persuading them to sign the petition and support the charity. 

The need to nurture is also appealed to, through the mention of young children using these weapons. This will be alarming to most audience members and will lead to support for the charity. This is further supported by the person testing the weapon being quite young, the character seems to be in his teenage years. The fact that such a young person is able to use the assault riffle will cause many audience members to worry about the safety of children living in war torn countries.  

  

What works/ what doesn't: 

I believe the concept of this advert is great, it catches the attention of the audience and helps with the delivery of information - as it is delivered in a unique way, rather than voice over or copy which is quite commonly used for charity adverts. The unique approach that Amnesty International have took with this advert has helped to make the advert so successful and, in turn, will help the information they are delivering be accepted and acted upon more. It will keep the audiences attention until the end of the advert, meaning that the copy containing the information about where to help the charity will be read.