Give a way out
Ideology
Homelessness can lead to the person wanting to start over and gain a new identity.
They wish they can become something bigger.
The man wants a clean slate, a new beginning as a new person.
A fresh start is what a homeless person needs.
By donating, we can give people a way out.
Characters/Visual Style
The man is shown stressed. The setting is simple because it is a street full of passers. The camera focuses on the man and shows him to tear his identity away which is replaced by a well-kept, better version of himself. The new man is dressed in what appears to be a work uniform as a janitor when he removes himself from the spot on the cold, hard ground. This is significant because it shows that life can be changed.
The voice over is straight to the point. We don't hear the voice over until the very end. Instead we hear dramatic noises such as police sirens and car horns beeping. Dramatised music is played when the man tears away his skin, this is intense and uses small enigma codes because it is unexpected. It makes us question what he is doing.
The side shot of the man when he is rubbing his eyes is important because its showing that homelessness can effect peoples' mental state.
Lines Of Appeal
Reward and punishment is used because it is basically saying that if we don't donate, people like the man will not better themselves.
The scene is quite shocking and disturbing. It is significant when the old version of the man is left lying on the floor because it shows that homelessness can be left behind. I think this is effective because it makes us realise that things can improve.
It says 'without you, there would be no way' this is direct through the use of YOU and makes us feel guilty if we don't donate.
What works
The logo for united way is imprinted on the wall that the man walks past. This works well because it is still visible, it is like a reminder for us audience members.
The length of this ad is good because it is short, it is more likely that people are going to watch the whole thing. Because the advert only lasts around thirty seconds, the message will be received because it isn't ongoing and boring.
Good analysis, to improve maybe say why there are so many close ups (to represent no future in their life when they are on their own) and long shots (When the charity get involved and help him, the long shot is used to show that his future has been restored, and he can now live a happy life. Also, explain what the enigma codes are, and include Maslow's Hierarchy of Needs to explain how the advert is appealing to the audience.
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