Charity Advertising

Purpose: 

• Design to make the audience feel guilty.
• Encourage members of the public to donate.
• To establish a cause and get an audience to agree to the ideology.

Mode of address:

• A sad tone is used.
• Distressing music and camera footage.

Conventions:

• Soft comforting voice over.
• Direct address.
• Over the top emotional scenes.
• Distressing images.
• Personal pronouns.

NSPCC Advert - Open your eyes (2000):

• Black and white (editing)- powerless, misery 
• Sounds as if they're begging
• Repetition of  £2 a month- makes audience feel as though they don't have a choice
• Camera angles make children look weak(high angle shots)
• Direct address- children looking straight into the camera
• Child crying shows representation of like as an abused child
• Audience positioned as the abuser
• Actors and fake names are used to protect identity 
• Slow paced editing- makes audience feel uncomfortable
• Implies we're just as bad as the abuser if we don't donate 

Water Aid Advert - Urgent appeal:

• Shows footage which looks as if it's real
• Vivid images 
• Repetition of them having "no choice"
• Direct address- they look straight into the camera
• People from Africa are represented in the Advert looking straight at the audience
• Audience- British people
• Doesn't fully represent african people as not all of them are poor as it's a continent not a country.
• Binary opposition- goes from dull dark colours to bright happy colours and children

Audience Responses:

• Uplifting 
• Don't really care
• Positive, feel happy for the Zambian villages
• Annoyed
• Cynical 
• Cute
• More positive than average charity advert
• Rewarding, feel good
• Frustration- she wouldn't be singing in English- isn't a real representation
• Felt sorry for her as all she does is collect water and sing
• Expectations are challenged as it's uplifting