What is an advert?
An advert is an announcement online, in a newspaper, TV, a poster about something such as a product, event or job. We use advertisement in order to address audiences on different topics.
Three similar examples of charity adverts;
- Child-line
- John Lewis Christmas advert (for age)
- Save the Children
Child-line
Audience - Child-line is a well-known advert used to target the younger generation, in order to give them confidence to speak out about mental illnesses or abuse aimed at them or people they know. The organisation is a non-profit company whose main purpose is the development of society and ensuring people feel safe and protected - as their own rights. 'Child', being the key word, clearly shows that it is targeted at the younger generation.
Language - The advert uses persuasive language to present the genre and what is being talked about. The bullying and affects of abuse are being shown through the tone of voice, setting the tone for the audience to watch. There are topics used in the advert that would be controversial such as the stereotypes of backgrounds, gender, looks, race or religion. The main purpose is to address discrimination and how people can be separated for the wrong reasons.
Representation - Teenage school pupils are being used to present the feelings of children who need help. By doing this, it shows the audience that there are people out there in society who are similar to those watching the advert; and that by reaching out to 'Child-line', you can receive voluntary help from people with their best interests to help you.
John Lewis - "The man on the moon"
Audience - John Lewis want to engage the audiences' senses and emotions, placing themselves in the spirit of Christmas, as the season is starting. It is for a wide selected audience and wants to engage people in feeling sorry for the old man who's on the moon on his own. This will make the audience feel sorry for him and therefore go to John Lewis.
Representation - Presented in the advert is an old man and a young girl. Old people have connotations of being sweet and innocent. Sometimes people do community or volunteer work to help old people, so the fact that the old man is sat on his own and doesn't his wife, shows an empathizing screen. the young girl is reaching out to the old man which draws on the viewer's heart strings. The overall message is to say that everyone is loved and that we should show people the love with have for each other.
Save the Children - One Child
Audience - Save the Children use their charity to inspire people with the positive work done, whilst also connecting the audience to the stories of children left behind. They wanted to reach those people who were prepared to help them give aid to the most vulnerable children. The rhetorical questions are used to get the audiences' attention - they want people to see the pain that the children are put through and to question what they can do to help.
Language - persuasive language and graphic images are displayed to show the pain the children are facing. Included in the advert are skinny African babies crying and in pain which isn't nice to see as a viewer, but the thought of not helping makes the viewer feel bad. There is slow soft music and close up images suggest the intensity.
Representation - the African children are being represented in their homes or with parents with limited food and shelter. They are helpless and are not shown to be as fortunate as people in England.
Abused, Juniors, League, Entrustment
Abused, juniours, league and entrustment stands for the children and teens that are abused mentally and physically as a result of bullying at school. The charity is a trusted volunteered company that supports and addresses the problems people are facing. Providing confidence to those that feel they don't have a voice to speak out against the bullies; contact details and services are offered in the duration of the advert.AJEL - The reason behind using these letters as the title is that AJEL are the beginning letters of the members of the group... Anjelica, Jonah, Ella and Louis.
Job roles:
Anjelica - actor
Jonah - editor and camera work
Louis - actor and camera work
Ella - blogger
Storyboard/Plan:
> Soft music in the background throughout the advert alongside text talking about the charity 'teen trust'Scenes (Chronological):
1 - Empty drama studio (dark)
2 - Empty classroom (dark)
3 - Empty playground (dark)
4 - Louis walking through link corridor. Shows writing on arms.
5 - Louis sitting on ground outside against wall.
6 - Shot of Louis walking into class slow motion. Group of 3 people staring in background.
> Louis walks through the corridor with 'loser' and 'ugly' written up his arms
> Anjelica shouts at Louis calling him names and walking away
> Anjelica and Louis 'loser' clip. They are standing next to each saying the word at the same time
> Louis is sitting in the dark, with a shadow behind his head and someone is holding his hand. Text overlapping this clip says 'there are other people like him too...'
> Fat written on Anjelica's neck and Louis can see he isn't the only one
> Wipes 'UGLY' off of arm, but it has stained. Written over the clip 'words stain'
> 'I'm Sorry' clip in slow motion - a tissue being dropped in the bin... written over the clip 'we need to acknowledge people around us. It doesn't hurt to be kind
