The NSPCC child abuse advert is a very effective advert in many different ways. It is able to target the audience that is it aimed at, and is also used to trigger emotions which shows the advert is dominant in catching the attention of the audience. There are many techniques used in the advert to make it effective, for example: the use of the black and white in colour shows how dull these children’s lives must be and how the creator of the advert really wants to catch the attention of its target audience, as the advert is asking for donations to help these children. I believe the creator of this advert is targeting a wide audience because I believe that it is more aimed at adults because they are the people with the money and may have strong views about these things, however, I also believe that it could be targeting children because they may be in a similar situation and it may make them realise they are not the only ones, and make them speak out about their problems. Another technique I think is used well in this advert is the fact they show all the children in rooms alone, this gives the impression that they are lonely. The camera shots in this advert are also very effective because in one shot of a child it shows a wide shot, as if she is a small girl all alone in a big room and that she has to fend for herself, whereas, in another part of the advert it shows a close up of a girl with tears in her eyes, which proves how scared she is. Another effect used to add to the dull, dark lives these children are being put through is the music used over the advert and talking. The music adds to the emotions the advert is trying to make you feel and sadness is the exact emotion it has on the audience. As well as the music creating a big effect, I also believe that the tone of voice the man uses to explain these children’s lives would also create the same sad effect of the music used. A final effect to comment on that this advert would have on the audience is the fact that they have actually used the children in the advert, instead of just using ideas relevant to the aim of the advert. The effect of this would be that you can directly see how the children are being affected. Overall, I think this is a really effective advert and has lots of different points to show what is needed for a good PBS advert.
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