Charity Advert 6 - UNICEF

This advert is by the charity 'UNICEF' and is called 'A story book wedding - except for one thing'. 

The advert shows elements of a stereotypical wedding, and then at the end reveals the big difference, it is a wedding unwanted by the young bride. The advert informs the audience that many young girls around the world are forced into marriage.  

 Ideologies: 

One ideology promoted through this advert is that many young girls are forced into marriage, despite the fact that it may be illegal or immoral.  

Another ideology presented within this advert is that young girls are able to be manipulated and used for the pleasure of men, as the man is clearly supportive of the marriage and makes constant contact with his young bride - showing that he believes she is a possession of his. Elaborating on this, one ideology promoted is that men are possessive of women, they feel as though they are the more dominant sex and use it to control women. 

 Visual and narrative techniques: 

The shots used in the beginning of the advert - low and extreme close ups - help to disguise the brides age, making the reveal of her age more shocking. This is a use of shock tactics. The pictures coloured in by the child consist of bright colours, connoting happiness and a positive outcome from the wedding of the two. However, the juxtaposition of the black scribble over the groom in the drawing at the end of the advert is a clear indication that the child's innocence and hope for a future has been stripped from her as a result of this wedding - promoting the message that young marriage has negative effects on the children involved, and robs them from having a good and happy life.  

The parallel narratives used within this advert help to convey its message before the girl's age is revealed. This is because we see how both the bride and groom are getting ready for the wedding - the man dressing himself and the girl colouring in pictures. This is already an indication of the girls age. Then, a shot of their shoes are shown, and the girls are a lot smaller - reinforcing the idea of her age.  

Prior to the showing of the young girls age, the non-diegetic audio of music was slow, and fitted well with the scene of a wedding. Then, once the girls young age is apparent, the music switches to connote a negative atmosphere. Reinforcing this, the pace of the video speeds up. Reflecting how fast the young girl has to mature due to the wedding. 

 Advertising techniques: 

The need to nurture is appealed to within this advert, due to the age of the bride. Especially when we see tears rolling down her face, this will evoke sympathy and encourage the audience to donate time and money to the charity. As well as this, the grooms possessive actions towards the bride will place fear in the audience, there are connotations of unwanted sexual activity which would appeal to the need for safety.  

Shock tactics are used within the advert. At the beginning, the audience is expecting a happy wedding, the result is unexpected and, therefore, will shock the audience.  

 What works/ what doesn't: 

The change of pace in the advert is very effective as it signifies how the girl will be effected by the wedding, the negative connotations are powerful and will encourage the audience to donate to the charity. Due to the need for safety for the young girl is appealed to.