I shouldnt be here ad

Ideology

The adverts main ideology is that these people wouldn't be alive without the support of cancer research and the support of the audience who are funding cancer research. It is an advert which is posting a positive message (that people are being saved) rather than a negative one, apart from the last person.

Characters/ visual style

The adverts uses characters with a variety of ages and both genders, showing that this can happen to anyone. They also uses multiple, but basic, settings. A restaurant, hospital and park are used which makes the people seem familiar and relatable. They advert uses mainly close ups and medium close ups, the characters talk into the camera making the advert seem more direct and aimed towards the audience.  This also makes the audience feel a connection with the characters.

lines of appeal

The advert uses an enigma code at the beginning as it makes the viewrs start to ask questions as to why these people shouldn't be here? What have they done wrong? etc... However, this then makes us feel guilty as we anticipate that they have done something wrong when it really because we are in danger of dying.

What works

The enigma code to make us feel guilty is very effective along with the simple message of "I shouldn't be here"