Amnesty International Charity ad

Charity: Amnesty International
Campaign: Human rights - Teleshopping parody


Ideology: In this advert the ideology is that around the world many countries are selling guns to anyone with the money which means they are going to unstable countries like liberia and afghanistan where people that are way to young are using them which will most likely get them killed. This advert just believes that this is wrong and it should not happen and also they want more people to join their petition to help make all of the countries to sign a treaty to stop them from doing it.

Characters/Visual Style: There are three main characters in this campaign advert, two adults who are selling the gun in to the audience who are ordering online and making it seem like an actual item that people wan to buy and have and let them know its cheap and untraceable which is just taking a jab at whichever countries let this happen because it's not a very good way to run the country, anyway these two people are selling the gun like its a normal thing, as they move on from ice cream to the AK-47 and then after that they move onto dressing gowns. They are both just trying to show that the guns nowadays are just passed around like they are nothing and it is all legal because of 'loopholes'. The man who is selling them lets people know that there are 10,000 units hidden around the UK for people to buy from. After they talk for a little while in how it will be a good investment he then says that they are really easy to control and used the example of kids in libya or liberia and afghanistan using these guns ,the woman then acts surprised at this(as in they are easy to handle). After this the woman then says, "well i'll tell you what ,we have got sam in the studio to demonstrate one of these weapons" which then makes you think ok there is going to be an adult firing this at a target and it then cuts to a child, no older than 14 with an ak-47 and he then gets ready and fires it at a target which she encouraged him to do "okay sam, whenever you are ready" because of this it will cause a lot of females who have children mainly to want to sign the petition because of their need to nurture as they can relate to their children and never wanting them to use weapons as such, especially guns.

Lines of appeal: This charity ad really uses the shock tactics in it as there is a kid using a gun to demonstrate it in a studio ,where they are trying to sell weapons on teleshopping. It also uses the mothers need to nurture win this ad as it uses a child and talks about children using guns all the time in syria/libya/Sierre leone and asks them to take part in stopping this by helping put their name on a petition. It uses Maslow's hierarchy as the love and belonging is tapped into.

What worked: When they were selling things and moved on from ice cream to an ak-47 without any shock worked well as they have treated it as if it is not a dangerous thing and can be just bought as easy as that. Also the simplicity f the message at the end in text they wrote, stop arms dealings, sign a petition to stop our governments from doing so.

Amnesty International TV Advert Teleshop Mother London

Amnesty

In this advert Amnesty are trying to use a little bit of shock value mixed with humour to get peoples attention the humour is very subtle though because the shopping channel goes from selling ice cream makers to AK-47's. which at first we think is quite funny and we think this advert is going to be a jokey one. But by about 20 seconds through the AK-47 section the sellers start to talk about how the people who buy these weapons are actually going to get them and they say "don't worry there are secret locations around the UK" this makes us think that there could be one of these shops right around the corner selling these guns and causing havoc. Also one of the characters in the advert is a child and to demonstrate the weapon they show the child using it on a mannequin and they shows shots of where the shots hit and it shows a close-up of the headshot that the child had on the mannequin and this is meant to shock the audience because of it is this easy for child to kill someone with a gun what will happen when an adult can grab a hold of a gun. Also in this advert they have everyday dressed people selling the guns and this is trying to show how out of control the arms trade is getting that normal people are able to sell the guns now. 

In this advert the scene is not doom and gloom it is very happy and cheerful and this is probably to represent how easy it is for people to buy guns nowadays and that people find it as normal nowadays to buy guns and then go and use them. Another thing that grabs our attention is that the host tells the viewers that there are 10000 of the AK's in stock and by the time the advert which is just over two minutes has ended there are only 728 guns left this is trying the show the public how fast people across the world are getting guns and also how easy it is for people around the world to buy these guns. Another thing that grabs the audiences attention is that there are a lot of ways to pay for these guns you can even use just normal cash notes if you want to it is that simple and that is what the advert is trying to point out. Also the payment methods show how easy it is to be secretive about buying the weapons by saying you can buy them using off-shore accounts and diamonds so this means that people who buy using these methods will be undetectable and will probably not be caught. Plus what also catches our attention is that it tells us there are loop holes in the world governing arms trade. So this is saying that people that buy these guns will be able stay safe and never be caught.

What I like about this advert is that it is shocking us all the time about how easy it is for people to buy the guns around the world and they will never be caught also it tells us that the government actually do not mind this but take this as the norm. Overall I like this advert as it shows the world how easy it actually is to buy a gun and how easy it is to shoot the gun and kill someone by the demonstration of the child.