Kids Company-
For my second advert I have chosen a kids company which is a
charity set up to help children who have nowhere to go and who are alone due to
a number of different reasons.
The advert starts off with a young boy talking about how he’s
going to spending Christmas with his mum who he tells is a prostitute, then he
goes on to say how he wants to go hungry because there’s no good and then goes
on to say that he wants to sit around with used needles on the floor. The fact
that a young boy is saying all of these shocks the audience due to the fact
that this is the harsh reality for a lot of children across the country. By
using a young boy in the advert really plays with peoples emotional which is
the main purpose of the advert to upset the audience and persuade them into
donating some money to help these children. The charity knows that by using a child will
affect a person more than using an adult would. The child used sound very vulnerable
and trapped as if he doesn’t have a choice in the way he lives which is shown
through the use of the sarcastic comments made by him such as “I want my mum to
work as a prostitute”. By the advert showing how trapped this child is suggest
to the audience that they are the only ones who could help as long as they
donate money. A lot of adverts usually
include two different styles and messages and this advert being to persuade and
to emotionally effect the listener.
The advert brings up a lot of negative topics that a lot of people
don’t like to talk about and especially don’t want their children hearing which
is why a advert like this would have to be played at a certain time when the
radios know that the children won’t be there e.g. a weekday dinner time or at
night when children go to bed. The
advert uses the worst situations like the child mum being a prostitute and the
use of needles which we assume is used for heroin one of the most addictive and
dangerous drugs out there. This is done to shock the audience who end up
feeling really feeling for this child who has to witness all these horrible things.
Also people who have been in similar situations will drawn to the advert
because they will be able to relate.
As the advert carries on a women’s voice is introduced
informing the audience that over 1000 children in England will be alone that Christmas.
By including facts the adverts also becomes one that is used to inform. It also
shows that this advert is a serious one and by including hard facts will go on
to shock the audience even more. The women’s voice comes across very clear and precise
making sure the audience don’t miss anything’s that’s being said. Her voice is
also very serious and hard which is to amplify the seriousness of the fact that’s
being talked about. The use of
persuasive language used by the women such as ‘please’ suggest that this women
is pleading to you to donate and also shows how desperate these people are for donations.
The advert also uses direct words such
as you targeting the audience directly pulling them in and making the advert
more personal.
When the little boy begins speaking he uses emotive language
such as ‘all alone’ ‘cold dirty flat’ once again making the audience upset and
really feel for this little boy. The advert is very shocking for someone to
hear because the young boy talking doesn’t sound very upset which suggest this
is the norm for him and that he’s so use to it. It also adds to how the boy is
being sarcastic with the situation which is used to persuade the audience to do
something.
The overall message of this advert is to inform people that
the country has a serious problem with children being alone and witnessing
horrible events. I think that the adverts main selling point is the young boy
talking due to him naming all these horrible events and people being affected
by how a young this boy actually is.
Due to this advert being hard hitting there are rules and regulations
that it has to follow in order to get it broadcasted. RACC states that a child can
do a voiceover under these circumstances…
• no moral harm is caused to the child;
• the child's welfare and vulnerability are safeguarded;
• the child is not being commercially exploited.
Which is too be
expected.
Overall I think the way the advert plays on their audience
emotions works very well and emotive language that is used also works well to
make people feel something for the advert itself and all the children out there
who are going through these horrible events.
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