Charity Advertising Research

Charity: Cancer Research UK
Campaign: Being Here

Ideology

That Cancer Research wouldn't have been able to save the lives of so many without public support.

That has an impact on all different types of people - who now experience things in life that are amazing.  That more needs to be done because some people do lose loved ones and it is the special moments in life that count.

A little goes a long way.

Characters/Visual Style

There are a variety of different characters and settings - each one having its own place. The visual style is minimalist - but effective - MCU and CU shots are dominant as characters look straight into the camera - the audience is encouraged to feel an instant connection with them. The camera quickly establishes the setting then moves into the CU for the characters to address the audience.

The settings are all easily recognisable stereotypical settings - the resetaurant, park and hospital - only the last is ambiguous but this is done purposefully to increase the impact when you find out what is going on.

The VO is calm and positive - never feeling threatening or overly urgent. Almost a sympathetic tone.

The phone number is on screen throughout the second half of the advert and the final shot is a graphic with the charity logo and contact details prominent for 'the ask'.

Lines of Appeal

There are no real shock tactics to speak of here although - you could say that the advert uses a twist or small enigma codes at the beginning - we are encouraged to ask: Why are they not supposed to be there? Have they done something wrong? Of course by subtly encouraging us to think they might be guilty of doing something wrong - we then feel guilty when we find out that they were obviously in danger of dying. 

This combined with the fact that we can help is a use of Reward and Punishment ideologies. The advert also reaches out to our need for Love & Belonging (Maslow) as we see each of the characters in a family, friendship or relationship context.

The variety of different situations and characters, combined with the direct address to the camera and the Voice Over's use of language is obviously trying to encourage the audience to in some way Personally Identify with the advert.

What works.

The enigma codes at the beginning. The simplicity of the message. The use of establishing followed by close up. The dramatic scene at the end is emotive.

LPDA Animals are not Clowns

Ideology:

The LPDA "Animals are not clowns" campaign addresses the fact that innocent animals are being used and abused for human entertainment. The poster enforces the negativity of this inhumane act with the phrase "Animals are not Clowns".

Visuals/Iconography:

"Animals are not Clowns" is typed in a comical font, and is accompanied by a picture of a tigar wearing cake make-up traditionally used by clowns. This uses of iconography juxtaposes the campaign's intentions and ultimately the animal's mood. This is to show the audience that there is two sides to this animal abuse, the human see it as a joke on the outside but the animals are sad and agonized on the inside.

Lines of Appeal:

This advert is mainly aimed at Mainstreamers and most likely Successors who watch animal acts on the internet or in real life. The shocking imagery is used to show that the behind the scenes of these otherwise light-hearted acts is much more sinister. This advert caters towards the psychological needs, love and belonging, the audience feel the need to protect the animals.  

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.

Lung Cancer Alliance

Ideology:

This advert by the Lung Cancer Alliance is one of a few different posters which follow to same design. "Cat lovers deserve to die" as well as the neighbour posters such as "Hipsters derserve to die" and "The Tattooed deserve to die" is obvisouly metaphorically quoting Lung Cancer itself. The "deserves to die" phrases accompanied with all these random catergories of people shows that cancer doesn't care who it kills, anyone can be a victim and everyone should be prepared. If you belong in one of the micro catergories mentioned in the posters you are provoked to read the text.

Visuals/Iconography:

There's not much to say about Iconography in this poster, they used the stereotypical depiction of the 'Crazy cat lady' with a slightly darker tone. But the poster is simplisic in design and focuses on it's anchorage.

Lines of Appeal:

As previously mentioned, the ideology is that Lung Cancer can affect anyone; and those whom belong to the micro catergories of people will be provoked into reading the text on the poster. This oster once again appeals to the need of safety and survival, as well as being aimed at most, if not all of the catergories of the 4c's, yet more specifically the mainstreamers.

NHS Hooked

Ideology:

The ideology portrayed in this NHS advert is that smoking can be fataly addictive - the quote accompanying the main image reinforces this; "The average smoker needs over five thousand". With the phone number the NHS provided, they hope to help people become "unhooked", further enforcing the fact that smoking is addictive and detremental to your health.

Visuals/Iconography:

The iconography shows a woman with a fishing hook pierced through her top lip. This connotes the addiction smokers feel when they come into contact with nicotine. The painful looking main image is used to catch eyes with it's shocking content. The image is bigger than the text; this use of enlargment gives the image more serverity and important over the text, which makes it easier to get audience to aknowledge the advert.

Lines of Appeal:

Obvisouly this advert aims at an audience of smokers, both newcomers and to those who have been smoking a long time. The advert addresses the need for safety and could be applied to any of the 4c's. Yet the main audience memebers would be comprised of mainstreamers and strugglers; a large quantity of society smoke and strugglers tend to use them as an escape.

Fire Safety Advert

Ideology:

This advert from an unknown advertisment campaign, is showcasing the dangers of fire. "I started a fire to make me look good in front of my mates",  the anchorage is in place to tell the audience that this child started a fire for admiration. Ultimatly the ideology portrayed is that fire is extremely dangerous and is not to be used as entertainment purposes.

Visuals/Iconography:

The advert uses shock tactics to catch the audiences eyes; the image in which is used is Connor's face after the accident. The quote from Connor about starting the fire for his mates is colored red, which connotes danger and urgency as well as it being eye-catching when put on the white background of the photograph. The facial burns Connor has suffered is supposed to set an example for the audience, to make them think twice about using fire.

Lines of Appeal:

This advert aims at anyone really, but emphasises a younger audience like Connor, who are not well aquianted with the dangers of fire. As previously mentioned, the audience are supposed to take Connors injuries as an example of what an uncontrollable fire can do to a human and ultimatly shock them into using cation around flammable objects. In Maslow's hierarchy of needs, this advert serves as a survival/safety needs and appeals to pretty much any of the 4c's.

WWF Exotic Animal Souvenirs

Ideology:

The ideology of the WWF poster is that exotic souvenirs made with animal remains are a product of cruelty and/or are endangering rare animals. The poster's only form of anchorage is "Don't buy exotic animal souvernirs", which is a plee to the audience to make a moral choice, as the production of exotic animal productry is out of WWF's hands.

Visuals/Iconography:

The poster denotates a women in an airport; the suitcase she is carrying is trailing blood, presumably from an animal. The poster has a low contrast of colors which brings more attention to the blood pouring from the back of the suitcase. This image was used get the point across that purchasing animal souvenirs is the equivelent to buying a dead animal and bringing it home. This falls under the use of shock tactics.

Lines of Appeal:

As previously stated, the production of exotic animal produce is out of WWF's hands, the audience is expected to make a moral choice themselves. The shock of the animal's corpse within the bag is used to trigger the audience's sense of paternity and maternity. Since exotic animal products are expensive, this advert is aimed more towards Successors and Aspirers, people who purchase high-end items.

  

Charity Advert 10 - FCKH8

This advert is by the charity 'FCKH8' and is called 'potty-mouthed princesses drop f-bombs for feminism'. It consists of young girls discussing the inequality present in society and criticising it, one way this is done is by the use of comparison. The treatment for the use of poor language is juxtaposed with the treatment of inequality.

Ideologies:
One ideology presented within this advert is that feminism is important and should be something that little girls believe in and present in society. Another ideology is that inequality is present in society, and that it shouldn't be. The advert promotes that inequality is damaging to all females and young girls especially.

Visual and narrative techniques:
The fact that the characters in this advert are mainly little girls is effective as it will appeal to the need to nurture alongside being a form of shock tactics.

Macmillan Cancer Support - Not Alone

Macmillan Cancer Support - Not Alone

This video uses dramatic piano music and a grey mise en scene to create an atmosphere of helplessness and sadness, this is an attempt to make you realise what people with cancer are going through hopefully making you donate to the charity.

The advert is mostly aimed at adults who are at the highest chance of having cancer or caring for someone who has it, as if the viewer has been affected by cancer then they will react positively to the advert as it is trying to help.

The advert shows real people failing to cope with the cancer on there own, but the advert shows us that with the support of others people can beat cancer and can live happily after it.

This video would appeal to viewers who have a history with Macmillan, or a history with cancer, as although the advert seems negative it overall has a positive outlook on coping with cancer.

Alive - British Heart Foundation

Alive - British Heart Foundation

This video creates a positive atmosphere by having people share stories with happy endings, showing that you can get over a heart disease rather than it being a death sentence.

This advert is mostly aimed towards older viewers, probably between the age of 28 and above, as the majority of people within this group will be worried about potential heart attacks, also this group will most likely have some disposable income that given the videos heavy focus on gaining donation.

This advert features a variety of different age groups, this makes the video more appealing to every generation as it shows someone they can relate to.

The ending of the video which reminds us that people still do die from heart disease, is a use of the shock factor, instead of just thinking everyone can get over it you are told that people do still die making you feel empathy towards the little girl who lost her dad.

British Heart Foundation - Heart disease is heartless

British Heart Foundation - Heart disease is heartless

This advert uses a dark tone to it which is shown through the use of a grey mise en scene, this immediately tells the viewer that the advert is going to attempt to make you feel sorry for the child.

The advert will most likely appeal to anyone over the age of 18 as the use of a young seemingly fit male adult, shows us that heart disease doesn't just effect the older population and can effect people who are in their prime.

This advert uses a young child so that any young viewers watching will place themselves in the boy in the adverts shoes, this will create sympathy for the boy and will make the viewers feel bad as nobody would want to be in the same situation.

The phrase 'Heart disease is heartless' will also reinforce the idea that the disease doesn't discriminate between age and could affect anyone, this might shock viewers into donating.

St John Ambulance – The Chokeables

St John Ambulance – The Chokeables

This advert uses an innocent and child friendly style to catch the viewers attention,
and will appeal to a variety of people.

The audience that this will most appeal to is either young children of between age 7 to 12, or an older female demographic who have young children, the women would be between the ages of 25 to 45.

The video uses cartoon style characters that can be seen everyday, this is to create a sense of familiarity, the video could also create a shock factor as the information that simple everyday things could potentially kill a child could shock some viewers.

The video would appeal to certain viewers as it uses some humor within the advert whilst also keeping the tone serious.

War Child - Duty Of Care.

 War Child - Duty Of Care.

This advert is very brutal and uses shock tactics to engage the viewer with the advert, whilst also making the viewer feel empathy for the children who are being affected by the war.

The audience that is the most likely to react positively to this advert is a young adult audience, most likely 16 to 25 years old this is due to it using a style that is used in popular video-games such as  'Call Of Duty'

The advert uses a young girl who's life is in danger, this immediately grabs the viewers attention as when you think about war you do not usually picture a little girl, thus creating a shock factor to the viewer, also using such a creative style makes the viewer want to watch the entire advert, as it is engaging and gets you interested in the young girls story.

Using a Point of view camera shot engages the viewer further as it creates the impression of actually being in the situation, rather than being an onlooker this makes the video more appealing as due to the POV style you can tell it is a video game rather than a real event.

Charity Advert 8 - NSPCC

This advert is by the charity 'NSPCC' and is called 'hands'. The advert features a pair of hands and demonstrates how they help a little boy get through the struggles of life, promoting that hands are for loving rather than punishment.

Ideologies:
One ideology presented within this advert is that parents/ adults should not physically abuse their child as a form of punishment, and that they should only place their hands on a child as an expression of love and assistance. The messages at the end of the advert, one being 'hands should nurture not punish' reinforces this ideology.

Visual and narrative techniques:
The use of vibrant colours juxtaposed with neutral colours connotes that loving children is a positive thing, therefore promoting that punishment in the form of physical abuse is negative. The only sound used within this advert is upbeat music. I believe this is so that there is no voice over distracting the audiences attention from the visual messages encoded within this advert.

Advertising techniques:
The need to nurture is appealed to within this advert, as the main character is the silhouette of a young boy, the idea that the hands shown could be used to harm him rather than love him is connoted throughout the advert which will evoke an emotional response in the audience, which will benefit the charity as it will increase support for them.

What works/ what doesn't:
The vibrant colours and upbeat music paired together contribute to the success and effectiveness of this advert as they connote positivity which assists in promoting the charity's message. Additionally, the use of silhouettes rather than people is effective as it differentiates from a majority of other adverts and will make this one more memorable as well as more effective and enjoyable.

Charity Advert 7 - Barnardo's

This advert is by the charity 'Barnardo's' and is called 'Life Story'. The advert shows a man's life repressing, illustrating how he got to the point in his life that he is at now, thanks to the help of the charity. This advert informs the audience that the charity has helped the lives of real people.

Ideologies:
One ideology promoted through the advert is that events that take place as a child can have an affect on you for your entire life. Another is that it is okay to get support from people during and after the event, and that it is okay to open up and talk about the event and hat emotions it evoked.

Visual and narrative techniques:
The advert is shot from the perspective of a listener, possibly a social worker or friend of the main character. There are a range of different shots used throughout the advert, including; medium close-ups, close-ups and medium shots. Track shots are also used regularly within the advert and are possibly a large part of the adverts success and effectiveness, not only does it add to the realism but it allows the transitions of the shots to be effective in the repression of the man's life - when his face goes out of shot, it decreases in age upon return.
The absence of voice over is also effective as it adds to the realism of the advert - as though the audience is directly speaking to the main character, rather than just witnessing his life, they are a part of it. Which will help to evoke an emotional response within the audience which will contribute to the success of the advert and, therefore, the success of the charity.
Although the age of the main character changes, the colour of his top doesn't, implying to the audience that despite the fact his mental state has changed, he still holds the memories of a tougher time and is often still affected by them.

Advertising techniques:
The realism of this advert will be a point of appeal as it allows the audience to identify with the main character and it will result with more of an emotional response. Alongside this, the fact that a child is featured within the advert will appeal to the need to nurture and evoke an emotional response in the audience which will be beneficial to the charity.

What works/ what doesn't:
The visual technique of the decrease in age of the main character is extremely effective and will be a large contribution to the success of the advert as it adds to the realism of the advert alongside impressing the audience.

Capital Health No Smoking coursework research-10

The capital health campaign put it's message across in various ways, the ideologies that are shown is when a health care staff smokes the patients also suffer the effects of the cigarette.

The image shows a young girl with a masculine arm smoking to resemble she is having the cigarette because someone close to her is doing it therefore suffering the same affects as the person inhaling the smoke.

I can imagine people agreeing with this advert from the Capital Health campaign, as it shows the reality of what happens in our health care facilities and that we need to put a stop to it, so people can recover successfully without the facility being filled with smoke.

The thing that stands out to me as an audience, and that works effectively is the use of editing in the image, as the photo is made to look real and this is done perfectly as there are no errors in the editing.

NHS- Smokers Advert coursework research-9

Instantly, the NHS advert presents an ideology of when an addiction is formed from smoking that we are 'hooked' on to it, with relation to it only giving pain and negative effects and that's why we need to get 'unhooked'.

In the advert it clearly displays a man with a hook inserted into his upper lip and this relates directly back to the ideology that is created. Furthermore, the advert presents statistics of how much the average smoker 'needs' but not wants as an addiction is formed.

A lot of people will agree with this advert as it shows a real sense of realism as the image is direct and open to the audience to see, so they can get their message across. Presenting real data also shows the audience a sense of realism as it gives the audience the true factual information which may manipulate their thoughts towards smoking and smokers.

Things that work in the advert:

• The realism that is shown in the advert.

You kindness could kill coursework research-8

The use of the corpse filled with currency creates the ideology that giving 'change' to the homeless can actually lead them into darker situations than they are already in, such as them buying drugs with the money they ask for, this can lead to them actually killing themselves from the use and abuse of the drug, this relates back to the slogan 'Your kindness could kill'.

The advert is heavily text based, as it wants to out out the factual element in the advert to give the audience the true understanding of what outcomes can occur when giving money to the homeless.

The use of the corpse filled with money shows a sense of reality as this is happening when we give money also it is in complete relation back to the slogan. The advert can form a personal identity with a lot people as the people who give money to the homeless may re-think about how the individual will use the money handed to them.

What doesn't work

•  With the advert being majority text based some audiences will completely ignore the advert as it might not be appealing to them.

Black and Blue

Ideologies 

• White and gold are people who aren't abused and black and blue are the one who are abused  
• Just because they see white and gold it doesn’t mean that black and blue isn't visible to others  

Visual/narrative techniques  

• Black and Blue representing bruises and injuries which means that this person could be abused  
• 'Why is it so hard to see black and blue'- could represent that people are good at hiding their injuries. 
• Linking to the colour changing dress which was a big trend and it is used to interact with the audience 
• Background colour is a simple grey colour to keep the audience focused on the model  

Advertising techniques  

By using a trendy image of the colour changing dress, it will help the audience to recognize the dress and look into the advert in detail which is very useful for this advert. Furthermore it uses the shock tactic to shock the audience.   

What works 

I think that the use of the dress works very well because it shows that the company is following the trend of society by including the dress on the advertiseme

Samaritans

Ideologies 

• The only solution the audience have to call the Samaritans if they want to be free from pain and suffer 

Visual/narrative techniques  

• Rope made of a telephone line to link to suicide by hanging 
• Simple but effective as it’s the only thing that the audience can see apart from the logo and the number 

Advertising techniques  

• Use of shock- by using a image of a rope made of telephone line to create shock for the audience 

What works 

• rope made of telephone line