Charity Advert Analysis
Unicef Charity Advert
I would say that the purpose of this advert is to try and get you to donate to help out starving children. It achieves this by appealing to as many groups of people as possible and making them feel guilty about not donating to the cause. The advert includes everybody with the tagline "He's starving. We're not". The fact that it uses the word "we're" means that it is using direct address to build a connection between the audience and the child portrayed in the advert. The direct address makes us as the audience feel as if we can really help the child and our donations actually matter. It also makes us feel as if we should donate by making us feel ashamed if we don't. This is because there is another tagline stating "It's time to share". This is effective as it is reminiscent of when you were younger and a primary school teacher would ask you to share with your classmates. The reason why this is important is because it depicts the creators of the advert to be in a position of authority and they are commanding you to donate rather than asking you. This means that the lexis that is used is rather dominant and they are short orders which make you feel as if you have to act instantly. The main image is of a young child staring into the camera which is again utilising direct address to form a relationship between the audience and the child. The fact that the child seems to be crying is also highly effective because it shocks the audience as they are not accustomed to seeing children crying often. This also creates an emotional feel to really resonate with the audience and make it a memorable advert. The word "He's" is individualising the child which isolates him. This accompanied with the fact that there is no parent or parental figure pictured with him makes us as the audience feel as if he has nobody to protect him and it makes us feel as if we have to do this job ourselves by donating.
I would say that the purpose of this advert is to try and get you to donate to help out starving children. It achieves this by appealing to as many groups of people as possible and making them feel guilty about not donating to the cause. The advert includes everybody with the tagline "He's starving. We're not". The fact that it uses the word "we're" means that it is using direct address to build a connection between the audience and the child portrayed in the advert. The direct address makes us as the audience feel as if we can really help the child and our donations actually matter. It also makes us feel as if we should donate by making us feel ashamed if we don't. This is because there is another tagline stating "It's time to share". This is effective as it is reminiscent of when you were younger and a primary school teacher would ask you to share with your classmates. The reason why this is important is because it depicts the creators of the advert to be in a position of authority and they are commanding you to donate rather than asking you. This means that the lexis that is used is rather dominant and they are short orders which make you feel as if you have to act instantly. The main image is of a young child staring into the camera which is again utilising direct address to form a relationship between the audience and the child. The fact that the child seems to be crying is also highly effective because it shocks the audience as they are not accustomed to seeing children crying often. This also creates an emotional feel to really resonate with the audience and make it a memorable advert. The word "He's" is individualising the child which isolates him. This accompanied with the fact that there is no parent or parental figure pictured with him makes us as the audience feel as if he has nobody to protect him and it makes us feel as if we have to do this job ourselves by donating.
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