Charity Audiovisual Advert

 Lighting:

In the beginning of the advert the lighting had a warm tone mostly with bright colours that have good connotation like yellow which connotes happiness. However when the action starts happening the mood and tone of the lighting goes very grey and dull. The under lighting of the candles at the start illuminates her face, in contrast at the end there is only one candle which doesn't illuminate her face at all.

General conventions:

It puts the campaign name and any text in the end.

Guilt and empathy

Binary oppositions (UK+Syria)

Mode of address - Last shot is direct

Camera shot - All close up shots (Showing the face of the girl to show emotion)

Editing - Fast paced snappy editing each around 1 second long but at the very end for affect it slows down. It puts the campaign name and any text in the end. 

Sound - No music or voiceover making it feel more realistic and relatable to the audience. Short bits of information slowly bleed in that link to the narrative of the advert like the news shows in the background.


This advert is for SaveTheChildren and it has a narrative of a young girl in a middle class white family and its her birthday, then news shows and events occur making the UK look like a war zone like in Syria right now making the UK and Syria presented as binary opposites. This advert uses guilt and empathy, empathy for the young girl who has to experience this, typically other parents would empathise for this and guilt which makes people feel guilty for not helping, Both of these are presented well in the very last scene. The mode of address is a mix of direct and indirect as throughout the ad the girl never really looks directly at the camera however right at the end she stares directly into it.

The editing is very repetitive throughout it as it does fast paced snappy editing of 1 second which forces the audience to have to be quick with trying to see and explore each shot. However at the end there is a longer scene of around 10 seconds which is put there for emotional effect and to give the audience a sort of break from all the snappy shots before so the audience can focus on the girl and look at every detail. There is also another repeating shot of her in the car at the beginning sleeping and holding her teddy bear, then one at night crying, then another of her holding her teddy bear which is severely worn down and so is she, then 3 more of her getting more worse looking and more scared. This is shown in a list to show how the situation and her condition is progressively getting worse.

The shots all consist of close up shots which shows facial expression but also the background which is essential for this advert however this is not typical for adverts or any audiovisual piece of media as they usually have a mix of camera shots but usually begin with an establishing shot to show the setting of the location but this advert does not include it. Also all the scenes are shot at an eye level angle further making you feel empathetic towards the young girl. You can see throughout the advert her facial expression goes from happy and content to scared and worried to almost emotionless.

In the beginning of the advert the lighting had a warm tone mostly with bright colours that have good connotation like yellow which connotes happiness. However when the action starts happening the mood and tone of the lighting goes very grey and dull. The under lighting of the candles at the start illuminates her face, in contrast at the end there is only one candle which doesn't illuminate her face at all.

There is no music nor voiceover included in the advert which is unusual for adverts especially charity ones as music is used to direct the audiences emotions and make them empathise for the cause. However in this advert there is none making it feel more realistic and more relatable to the audience. Also short snippets of information (which are usually cut short due to the editing) slowly bleed in which link to the narrative of the advert like the news saying 'hundreds dead' , making the audience have to piece together all the clues and find out what's going on, actively involving the audience.

At the very end it repeats a scene where its her birthday showing the change in her tone in 1 year. Also when her mum says 'make a wish' she slowly looks at the camera as if her wish is for you to donate as she looks straight at you. Again this scene shows both guilt and empathy but also hope as at the very last moment she does a hopeful smile also making the audience feel that if they do they'll save a girl like her.



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