Time to change- mental health discrimination

Time to change- mental health discrimination In this advert, time to change which is about people with mental health issues and being discriminated by other people thinking that they are blood thirsty murders. In the advertisement I think the core message and the ideology is that just because someone have a mental health issue, it doesn’t give those people who stereotypes them into believing that the mental illness people will attack them.In additional, the advertisement tricked the audience into thinking that it is a advert that uses shocking images to warn them about those with mental illness therefore the audience would stereotype it before the man enters the screen.

 In the beginning of the advertisement, there was an element of horror in the advert as everything in the beginning was dark and has an unsettling background music playing which has the high pitch noises that includes eye, hands and many different things flashing. This makes the audience uncomfortable and also anticipating something will pop up on screen. Therefore the use of lighting is important in this advert due to creating a horror atmosphere and making the audience panic. Then when the door opens, everything is bright and colourful. This is used to tell the audience that what they thought it was going to happen was wrong. Its just a huge misunderstanding.

 The advertisement technique that was used in the advertisement was stereotypes. It makes the audience think that most of people with mental illness are either insane or extreme violent. Which the man on the advert told them, they’ve guessed it wrong. As the audience sees a completely normal man, Stewart with his wife hence this makes the audience guilty and teach them never judge a book by its cover. There was also an element of need to feel safe as I believe that the audience feels afraid while watching and after they see Stewart, they must be relieved to know that there isn't any danger anymore.

 In the advertisement, I think by looking at the camera really helps with interacting with the audience because he talks to everyone. However, I also think that some of the audience would just switch the channel to another thing as the beginning can be very uncomfortable and unsettling.