Charity Advertisment Research 7

Pilion Trust

Ideology

This advert gives off a strong message. It is basically saying that people only care about less fortunate people when they don't have to give. They care but not enough to help those who are in need. People are shown standing up for the poor when the man is speaking offensively about them, but when he tries to raise money and do a good act, they all carelessly walk part him. Not one person drops a penny in his bucket suggesting that we don't realise how important it is to those who are less well off. 

The ideology is that we are all oblivious to the fact that there are poor people out there who are in desperate need this ad takes honesty to its limits because it is wreckless but an effective way to get a a response out of the audience.  

Characters/Visual style

The man who is the main focus is brutal. He tells the onlookers bad messages about the poor. It takes a turn half way through and he begins to support the poor. This shows use of juxtaposition because it shows the poor in two different lights. 

The signs that are fastened to the man make a bold statement and give us audience members a clear message.

They have used mainly long shots, this is good for this particular video because the onlookers responses to the offensive message has been shown perfectly. It allows them to show the body language of the on lookers and how they are in total disagreement with the man. 

The onlookers are portrayed as hypocrits because they pretend they care however they do not show interest when the man is shaking his money bucket.

Lines Of Appeal

It uses shock tactics because when the ad first plays, the use of language is appalling. It's a huge shock because a typical charity advert is expected to be symethetic and have an easy approach yet this is the opposite. It is hard hitting and abrupt. 

It gives audience members a need for success because no one wants to end up in the position of being left with barely anything. No money, no luxury, no food, no nothing.

What works

It is very relatable and true because a lot of people are in the situation of having to visit things like food banks for support. However, even though it has raised our awareness of not helping the poor, it doesn't necessarily mean that we are simply going to stop and give to every poor person out there because that it simply not possible.