Charity Advertisment Research 9

Brighton Housing Trust - Who would you turn to

Ideology
Loosing your job has a big impact on your family. Bills catch up with you and soon enough you are in a load of debt with no way out.
You get constant reminders of the trouble you are in, it eats away at you.
Lack of money can cause arguments. It can also cause Christmas to be ruined, loosing your job soon leads to be evicted.

Characters/Visual style
The children are shown to be opening their Christmas advent calendars, instead of getting nice festive messages they get things like 'the rent is overdue' and 'no presents this Christmas' suggesting that they are struggling.
It is a constant reminder which the characters try to ignore. The characters represent a family because there is a mother, a father, a boy and a girl. They are set in their home which appears to be family orientated. This is a typical setting which is easily recognised.
The dates that appear on the screen in bold white text are significant because from December 1st it leads up to Christmas Eve. It shows how much can actually happen in the space of a month.
The final shot is a still shot of the house which is now emptied, details for donations are placed on the screen with the hashtag '#WhoWouldYouTurnTo.' This is significant because it is a rhetorical question for us audience members to ask ourselves. It allows us to put ourselves in their perspective.

Lines of Appeal
The advert reaches our need for love and belonging because we see the characters in a family context even though the family begins to fall apart towards the end.
The use of the hashtag gets us to personally identify with it because it makes you think.

What works
Realisation sets in because it gives off a strong message. Every little thing e.g. the rent being over due can lead to something as big as being evicted.
The last few shots are effective because it goes from the noise of the door being slammed to complete silence.