Charity Advertisment Research 6

One Child Ad - Save The Children

Ideology 

Children do not deserve the lifestyle shown. Children like the one shown are sick and hungry and fighting for survival. Alls they need is to be provided for to take away the pain. 

It gives off the message that sick and hungry children need us, people who need to care enough to save a life. 

Another message is providing for the children will bring hope. 

Giving the suffering something so simple as a tube of rice can put a huge smile on their face suggesting that even though we see that as a small gesture, it is life changing to them. 

A final message is that we turn a blind eye to this problem and this problem needs to be changed.

Characters/Visual Style

The main girl in the video is only 19 months old, there is sadness in her eyes and she appears to be in a bad state. Her face is covered in sores and she sits with no clothing on. 

Close up shots of the girl have been done to show her emotion. The look in her eyes is like a cry for help. She wants someone to help her escape from this horrible way of living. 

There is light music in the background playing, it is slow and extremely sad. This ties in with the ad because it is empathetic therefore the audiences mood will be dragged down due to them feeling sorrowful for the girl. The voice over of the man overpowers the music. Although he is overpowering, he remains a calm, steady voice. You can hear the sadness in his voice, the long pauses are effective because it gives us time to think and reflect. 

It is clear that the girl is living in poverty just by looking at her surroundings. She is sat in front of a dirty looking wall that has crack in it. The cracks in the wall could represent the girls life because she has a hard life that appears to be breaking her slowly. This is significant because it appears the be the girls home and it doesn't look very homely. This makes us realise just how lucky we are to have the simple things in life like a comfy couch to sit on. 

Lines of Appeal

Towards the end, a child is shown sat on the floor in floods of tears. His ribs are showing suggesting that he has no food to fill his stomach. This is shocking for us to see because we don't have this problem. Instead, we have endless food that is constantly wasted. 

What Works 

The voice over works well because it is very persuasive due to the emotive language used. He says things like 'a girl who knows nothing but pain' and 'please will you help.' This is directly addressing the audience and is slightly demanding. It makes you feel as though you cannot say no and turn your back on the child that is dying. It puts pressure on the audience because it makes you feel as though its all your fault if you don't donate.