Charity Adverts

Charity Adverts

Representation is a construction of reality

Who is the constructer of these representations and why?

• The producer is the constructor and uses these representations so that they can construct a distinct demographic

Introductions To Charity Adverts

What is the purpose of a charity advert?

• To inspire someone to donate (usually money)

How do they work?

• Using empathy and sympathy to trigger the viewer 
• Uses distressing images

NSPCC Advert:

• Black and white adverts - depressing, lack of colour, sad, shows there is no light
• It uses guilt through distressing imagery (boy crying in the final shot)
• The narrative is trying to present child abuse as trapping and to suggest the only way to help is through the viewer's money
• Uses several close ups is symbolic of the entrapment the children are feeling
• The narrator uses begging words such as 'please', this direct mode of address is to guilt the audience into donating since the person is literally begging and suggesting blame. 
• The P.O.V is seen as the abuser since apparently only the audience can stop the abuse that is happening to the child. 

Water Aid: 

• Several close up shots
• One wide angle shot of the entire environment
• Focuses on progress not problems
• More positive 
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