Charity Adverts

Introduction to charity advertising:

What is the purpose of a charity advert?
- Inspire someone to do something for the benefit of the charity e.g. donate money How do they work?
- Uses empathy and sympathy to get the audiences to feel their pain and be inspired to help make a change
- Distressing imagery What mode of address do they take?
- Sad and serious tone 
- Rhetorical questions
- Imperative language What conventions do they demonstrate?
- Narrative overtone
- Middle class
- Celebrities
- Emotional slow music How do they position the audience?
- Privileged - should help
- Guilty / 'guilt trip'

NSPCC Charity Advert
Black and white images connote it is a sad/depressing time.
Imagery of toys and cribs to express how young and vulnerable the children are.
Distressing imagery of a child crying - close ups high angle shots to emphasise they are helpless and weak. Positions us as the abuser looking down at the child - we are guilty.
The use of 'begging' lexis as a direct mode of address e.g. please, help. It makes the audience feel guilty because they are being directly targeted.
Slow emotional music 

Barnados print advert
Shocking imagery of a newborn abby with a cockroach coming out of its mouth. Disgusts the reader.