Barnardo's Silver Spoons

Ideology:

The Barnardo's campaign is about helping children who suffer from parental abuse regain their lives. The child depicted in the poster is a representation of the same child in his/her fututre, drinking methylated spirits. The future depiction of the child reinforces the ideology that abused children will suffer an even worse adulthood. This can be seen in many of Barnardo's neighbour adverts such as the 'John Donaldson' advert which depicts a child injecting heroin in an abandoned house.

Visuals/Iconography:

The child in the poster is having methylated spirits forced down their throat; an extemely toxic substance, while the child screams in supposed agony. The exteme imagery is hard not to catch eyes with, and is ultimatly used to shock the audience into reading the message of the advert.

Line of Appeal:

This advertisment campaign as a whole, aims at an adult audience. Both due to the exteme imagery portrayed in the poster and the fact that this campaign has been enforced to stop child abuse caused by parents. The mainstreamers would be the primary audience catergory aimed at and the advert focuses on survival and safety.