Charity Advert 5 - Make Poverty History

This advert is by the charity 'Make Poverty History and is called 'Click'. The advert consists of different recognisable celebrities simply clicking their fingers, with 3 seconds between each click, as a symbol of the deaths of children. This advert shows how often children are dying across the world due to poverty.

Ideologies:
One ideology presented within this advert is that it is our job - as a developed country - to help the less fortunate who are living in poverty stricken conditions.

Visual and narrative techniques:
Elite persons are used within this advert, presenting the audience with a persuasion to donate time and money into the charity, with the view that it is something these celebrities do, meaning it is an admirable thing to do in the audiences mind.
As well as this, the advert is in black and white, placing a simplicity and sophistication on the advert. The black and white colour has connotations of old Hollywood - which is the reasoning for the sophistication it adds to the advert. More importantly, simplicity is added to the advert because of the black and white colouring, due to it being more stripped back and lacking in colour. Any focus that would have been on colour during the advert can be put on the message it is presenting.
Moreover, medium shots are used throughout the advert, encouraging the audience to focus on the elite person as well as the action of clicking their fingers, rather than just one or the other.
Voice over is used in the advert - beginning half way through the advert. This non-diegetic audio not only helps to deliver information, but it also could be a symbol of consciousness. The audience may feel as though the voice over is a voice of consciousness, guiding them to do the right thing, which in this case is donating to the charity.

Advertising techniques:
As previously mentioned, individuals of high status are used within the advert which could appeal to the need for prominence; by associating themselves with the charity and, therefore, the celebrities used within the advert, people will feel as though they will receive a high social status themselves, Therefore, encouraging them to donate to the charity.

What works/ what doesn't:
I believe the simplicity of the advert will be a contribution to its success.