NSPCC Alfie the Astronaut TV Advert

NSPCC Alfie the Astronaut TV Advert

Ideologies:

The child isn't shown to be vulnerable, a common convention of adverts like this, but instead shown to be aspiring which is another convention of adverts of this genre and style. The child is shown to be an aspiring astronaut, however, is prevented by child abuse from a drunken parent. This gives the impression that the child is vulnerable without using dark imagery. 

Visual and Narrative Techniques:

Alfie is shown as happy and cheery, like a normal child, however there is a voice over narration from Alfie himself. He talks about how he dreams to be an astronaut meanwhile there is imagery of him completing astronaut training. This juxtaposition could be seen as funny or strange however, in my opinion I believe this is purely comedic but with a darker undertone which comes into play when Alfie reveals that he has suffered child abuse. When the narration changes to the voice of an older woman, Alfie cuts back to his bedroom and it is set back to normal. The new narrator states that "a child that is free from abuse, is free to dream again." meaning that Alfie can only be an astronaut if he's free from abuse.

Advertising Techniques:

As the name Alfie is used, many people can relate as Alfie is the 14th most common child name in 2015. This means that more people will relate to the advert which increases the awareness of the problem. This also means it applies to the Family and Belonging line of appeal in the fact that people with the same or similar family structure may sympathise with the situation that Alfie is in.

What works?

The use of juxtaposition but without the use of emphasised humour or shock but just to build a narrative works quite well as it makes for an emotional payoff. The use of a child to show not vulnerability but aspiration mainly is successful in my opinion.