Ideologies
This charity advert promotes not discriminating against people due to their mental health this advert mainly focuses on the mental illness; schizophrenia, this advert shows that without the support of the public and without people changing how they view mentally ill people, discrimination against people with these illnesses will never stop and they will forever be seen as the stereotypical 'crazy' person when this is not true at all. This advert also shows people that a person who has mental health problems is not in anyway defined by their illness and it does not make them any different from anyone else or stops them from living a full life.
Visual and narrative
Throughout this advert the main character is the man who has the mental illness; schizophrenia, at the start of the advert effects are used to give the impression that it is the start to a horror movie called 'schizo', during these first shots the audience is positioned so it seems as though we are stood in a dark corridor with shadows moving past doors and the words 'he is among us', this usually is the start to a horror movie so this is what we expect when the camera is moving so it seems as though we are walking towards a door, the audience is out in a position where we are fearful and yet curious as to whats behind the door that we are approaching ever so slowly, however when we open the door we are put into a calm, normal looking family home with a man, presumably the one who is 'among us'. In this shot the man is pouring tea, which shows he is a normal person with an everyday life, it is when he begins to speak we understand he is the man with the mental illness and that he looks just like any other person, this throws off our original expectations of being thrown into a horror movie seen with a icious murderer. The man introduces himself and almost sarcastically apologises for not being the stereotypical schizophrenic pyscho which we are used to being seen in movies and on TV. He talks about how with his friends and families support he can still live a full and enjoyable life despite living with a mental illness, this is the end of the advert and at this time the shot goes to a black screen with simple writing and the Time To Change logo with the charity number and the website.
Advertising Techniques
Although no real shock tactics are used in this advert, it does use a twist, it uses this when the scene at the start changes from horror movie to a man with a normal life, normal family, normal routine but lives with a mental illness. The way in which the advert starts uses enigma codes of 'whats behind the door' and 'what is he going to do' we almost get riled up for a horror based type of advert and yet it turns around and challenges our expectations.
