Charity Adverts

What is the purpose of charity adverts?
To get the audience to donate and help the charity, and establish a cause and get the audience to agree with an ideology.

How do they work?
They guilt trip the audience, making them feel as though hey must donate or they are awful people.

 What mode of address do they take?
They use a lot of language that makes the audience feel sympathetic for the victims within the advert. Most of these adverts get seen by people who watch TV during the day, such as the elderly, so it must have the mode of address that targets that audience.

 What conventions do they demonstrate?
They are usually narrated by a soft gentle voice, using direct address, such as "you can help by doing...". They also show lots of graphic content that can make one feel really sympathetic.

 How do they position the audience?
They make the audience feel as though they are the ones responsible for saving the lives of the victims in the advert.

NSPCC 'Open Your Eyes' Advert

  • The fact that the number was always repeated, so that the audience would always have a view of the number, so they do not have an excuse of running out of time to jot it down.
  • High angle camera shots, which makes the child look even more vulnerable and weak. 
  • The editing of the black and white filter, gives the advert a darker ambiance, making the situation that the children are in, even worse.
  • The child looking directly at the camera is direct address, making it seem as though the child is personally asking the audience member  to help.
  • No children are see actually being abused, however the sound affects and looks in the children's eyes infer it. For example, the child crying, the little boy covering himself with a blanket, the noise something being broken.
  • Actors are used in the advert, and the advert we see is a complete construction, these things may still happen yet this aren't specific examples.
  • We are positioned within the advert almost as if we are a 'guardian angel' watching over them and helping the children.
  • If we do donate, we are helping the children, if we don't donate, we are to blame for the abuse, we are positioned as the abuser.
  • The shot of the boy crying is slow paced editing, making the audience feel un-comfortable looking into a crying child's eyes, making us want to look away, but we will feel guilty if we do.
  • The music is a commonly used effective piece of electronic music , which gives the advert a dark atmosphere.
Barbardo's Printed Advert

  • This advert shocks the audience making it memorable, so people will talk about it and hopefully help.
  • As this is exaggerated it makes the message come across much clearer.
Wateraid Old Advert

  • This advert seems much more realistic which makes you sympathise even more.
  • The water they drink makes you cringe as you can imagine drinking dirty water.
  • However we cannot prove that this is real as they got the people to look into the camera. 
  • We are the ones that the women is relying on to help, the women is looking at Britain to help those in Africa.
  • It makes us think that the whole of Africa is starving and thirsty, which is offensive for those who are not.
  • Children getting water out of a pit is very dull, and once they get water it is right, which is a binary opposition.
Wateraid- Claudia Sings Sunshine On A Rainy Day

  • This advert makes the audience see the positive outcomes if you do donate, unlike others that make you only see the negative outcomes of not donating. This advert does not guilt trip the audience.
  • It represents that when they drink water, a community comes together.
  • The advert is very different to others, as society is almost immune to previous charity adverts.
  • The victim is a talented singer, who a lot of people are familiar with, which makes the audience feel even more obliged to donate.










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