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Codes and conventions of a charity advert

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Codes and conventions of a charity advert

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(Izzyjoynesblog.blogspot.co.uk, 2017)

Shot types, lighting, sound, location and music.

The conventional shot types: close ups- shows the actors facial expressions- evokes emotions to the audience: happy, sad or scared. The audience sympathises with the characters' situation and they are convinced to donate.

Light: faded and foggy- makes the advert more emotive- not entirely clear, has some uneasy atmosphere. Makes the audience feels like the characters are in need of the audience's help by donating.

Sound: diegetic (sounds from film world eg speech, sound effects and ambient sounds) and non-diegetic (doesn't belong to film world eg voice over, background music) diegetic is where the sound can be shown or related to the clip.

Normally the sound is sad and depressing eg low piano notes.

Usually you will see a member of the charity speaking and this is a diegetic sound. Whereas non-diegetic is where you can see the sound in the frame this is usually created by a voice over of someone telling the audience information about the charity.

Mise-en-scene: sets the scene of the characters' living condition eg their background is a dilapidated home showing that the child is homeless. It makes the audience feel sorry because they don't have a proper home to live in or are homeless.

Most charity adverts have a sound track playing in the background: sad or angry songs. Evokes specific emotions to the audience and they understand the story and the characters.

Editing effects: fade in and out and zoom in and out. Fade- transitions the clips together. Fade in- audience should open their eyes about the situation- the struggle of the character and the issue they’re facing. Or it could be a sentence opener to inform the audience. Fade out- end of the information or sentence.

Zoom in and out- shows the audience the location and the facial expressions of the actors.

Logo: informs the identification of the charity and what they do.

Telephone and donation numbers: Informs the audience who to contact if ever they are convinced to donate to the charity and it makes the charity look professional and trustworthy. The audience wouldn’t want to donate to a bogus charity because their money would be stolen.

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Codes and conventions of a charity advert

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Codes and Conventions of charity adverts There are various different codes and conventions within a charity advert such as shot types...

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Normally 30-60 seconds

Short yet effective- grabs the audience's attention and emotions. If they are convinced then they will donate. 30-60 seconds is enough time to get their message across.

I think any advert longer than around 60 seconds would be too long. The audience would be distracted and realistically they would lose interest and the advert would lose the momentum of the intimidation and or petrified emotions the audience should feel resulting them to cross the road safely.

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Codes and conventions of a charity advert

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Codes and conventions of a charity advert

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(Steviegarritysblog.blogspot.co.uk, 2017)

Typically they have a close up shot of the first character the audience sees- they connect with the audience immediately.

Normally the main character is looking directly into the camera- makes the audience feel like they are being directly appealed for help. The audience would feel sympathy and be convinced to donate to the charity and help the person or people in need.

Emotional blackmail- makes the audience feel sorry for the less fortunate or those who are maltreated.

Mise-en-scene: quite blank so the audience can focus on the people/person- their dialogue, story and struggles and they are not distracted. They can see their clothes and setting- relevant to the topic of the charity.

Sad/depressing music is either played throughout the advert or on specific parts depending on the scene.

Company name is mentioned more than once so the audience can remember it, recognise it (if they have heard of it before). Whether the audience recognises the charity or not they would trust the charity and if curious they would search it online to see if it is legitimate and if convinced by the advert they would donate to the charity.

Rhetorical question is frequently used as it is the easiest way to get an emotional reaction out of the audience. The audience would question themselves according to the specific rhetorical question why eg they wouldn’t help the homeless and or vulnerable. They would feel guilty and horrible if they don’t donate to the charity and help those people in need.

The last shot is usually of the adverts logo with nothing else so the audience can focus on it and is the last thing you see so will remember it.

A voiceover used at the end to summarise the advert and makes the audience feel the person or people’s struggles and they would feel sympathy and donate to the charity.

The characters are presented as Propp’s archetypes- audience immediately understands what type of person the character is based on stereotypes as it is easier as an audience to understand who they are and how they feel.

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(Meade, 2017)

The psychology behind giving

Psychologist Nathalie Nahai believes that if a charity creates a story like the one featuring Brendar, the public can then draw similarities between their own lives and hers. They can attempt to somehow relate.

“The public now responds much better if they can follow a concrete and tangible impact in a charity advert,” she says. “The most effective charity adverts feature just one person. If the advert shows just one single person, it feels more real and therefore has more of an impact.”

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Normally 30-60 seconds

Short yet impactful- grabs the audience's attention and emotions. If they are convinced then they will donate. 30-60 seconds is enough time to get their message across.

I think any advert longer than around 60 seconds would be too long. The audience would be distracted and realistically they would lose interest and the advert would lose the momentum of the sympathetic emotions the audience should feel resulting them to donating.

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Normally 30-60 seconds

Short yet effective- grabs the audience's attention and emotions. If they are convinced then they will donate. 30-60 seconds is enough time to get their message across.

I think any advert longer than around 60 seconds would be too long. The audience would be distracted and realistically they would lose interest and the advert would lose the momentum of the intimidation and or petrified emotions the audience should feel resulting them to think smart and be safe online

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(Oxfam GB, 2012)

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This advert is 1:30 mins because it informs the audience why they should help and it makes them sympathise the children in need.

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Barnardo's | Charity TV Advert 2014 | The Row

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Barnardo's | Charity TV Advert 2014 | The Row

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(Barnardo's, 2016)

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This advert is 1:30 mins because it informs the audience why they should help and it makes them sympathise the vulnerable child. The audience feel then need to protect children like it should be their responsibility.

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Barnardo's | Charity TV Advert 2014 | The Row

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Home is supposed to be a safe and secure environment for children, but violence can quickly turn it into a very scary place. Barnardo's are committed to supporting children, like Jamie, and helping them regain feelings of safety and security, but we can't do it without your help.

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THINK! Child Road Safety: Tales of the Road campaign

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THINK! Child Road Safety: Tales of the Road campaign

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(THINK! road safety, 2010)
This advert is 40 seconds to tell the audience (children specifically) what happened to the boy that didn't cross safely. His life now- miserable and injured comparing to his life before when he was happy and he is able to play football.

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THINK! Child Road Safety: Tales of the Road campaign

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Cautionary tale: The Boy Who Did Not Stop, Look and Listen

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(SGICommunications, 2016)

The duration is 1 minute which heavily uses slow motion to dramatise the result of not driving safely. This makes the audience aware that they should drive safely on the road and focus on their surroundings.

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Dim lighting- tells the audience that the theme of the advert is going to be dark, angsty and unpleasant. If the lighting was light and bright it would make the audience feel at ease that something good is going to happen. Normally there wouldn't be because something bad is going to happen eg person is going to get run over.

Natural lighting- informs the audience that the theme of the advert is going to be neutral or cheerful.

Message (at the end of the advert)- informs the audience the purpose of the advert and tells them how to stay safe. Even if they know what they should do to keep safe.

Company logo (at the end of the advert)- informs the audience what the company does and it shows that they are trustworthy because normally they are quite known. Brand identity and brand personality of the advert is showcased- the audience would see the logo and they would have opinions about the company.

Website (at the end of the advert)- informs the audience the website they should visit if they want to know more about how to keep safe on the road. Having a website means that the company is trustworthy and legitimate.

Narrator- informs the audience verbally what is happening in the advert. They talk directly at the audience and they create a connection with them.

Tone- depending on the tone the narrator indicates the mood of the advert: happy or sad.

Happy- music is cheerful and upbeat- normally use trumpets, guitar and drums. The audience feels like nothing bad will happen to them if they cross the road safely.

Sad- music is depressing and miserable- normally use low piano notes. the audience feels like something bad will happen and they are almost intimidated that they really should be crossing the road safely to prevent getting injuries or worse die.

Age- could be an adult or a child narrator. The age of the narrator doesn't really affect the mood of the advert because they would both be informing the audience about crossing the road safely.

Sound

Diegetic- ambience of the characters' surroundings eg birds chirping, engines of the car and footsteps of people walking.

Non-diegetic

Background music- informs the audience the mood of the advert- if it's going to be happy or sad.

Happy- the audience feels like nothing bad will happen to them if they cross the road safely.

Sad- the audience feels like something bad will happen and they are almost intimidated that they really should be crossing the road safely to prevent getting injuries or worse die.

Sound effects

Car smashing and glass smashing- informs the audience that the driver just crashed into the person not crossing the road safely- severe.

Car braking harshly- informs the audience that the driver couldn't or didn't brake in time before crashing into the person not crossing the road safely.

Editing

Straight cut- informs the audience that the scenes are 'realistic' and the things that happen are fast and almost in a blink of an eye. Especially the scene where the car crashes into a person.

Close up shots- audience is informed what the characters’ emotions are and it exaggerates the situation that they are injured and hurt from the collision.

Slow motion- sometimes the duration of the scenes are reduced to make it more dramatic. For example when the car crashes and the driver runs over the person. The audience would almost hold their breath before it happens because they already expect the car accident and the pedestrian getting run over.

Black screen- most adverts don't show the person getting run over with blood and gore. Visual shortcuts are used because by common sense the audience knows that the scene is unpleasant and gruesome so they don't need to see it.

Close up shot- audience sees the characters' emotions and they understand how they feel.

Rhetorical question- the audience are put on the spot and question themselves what will happen if they don't cross the road safely which of course is obvious but it's really thought provoking.

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Dim lighting- tells the audience that the theme of the advert is going to be dark, angsty and unpleasant. If the lighting was light and bright it would make the audience feel at ease that something good is going to happen. It sets the scene that the victim is going to be in danger.

Natural lighting- informs the audience that the theme of the advert is going to be neutral or the victim still has the chance to not literally fall into the predator's trap eg actually meeting them in person. The setting is normally in the bedroom of the victim because they are using their computer/laptop/phone to communicate with the 'friend' that they made.

Message (at the end of the advert)- informs the audience the purpose of the advert and tells them how to stay safe online. Even if they know what they should do to keep safe. Kids and teens in particular are vulnerable to being naive about online safety.

Company logo (at the end of the advert)- informs the audience what the company does and it shows that they are trustworthy because normally they are quite known. Brand identity and brand personality of the advert is showcased- the audience would see the logo and they would have opinions about the company.

Website (at the end of the advert)- informs the audience the website they should visit if they want to know more about how to keep safe online. Having a website means that the company is trustworthy and legitimate.

Narrator- informs the audience verbally what is happening in the advert. They talk directly at the audience and they create a connection with them. It can be an omniscient narrator that the audience can't see but he or she tells the story. Or the narrator could be the victim which makes it even more emotionally evoking because the audience is having a connection with the character.

Tone- depending on the tone the narrator indicates the mood of the advert: happy, scared or sad. It may be all three of them happening  30 to 60 seconds in the advert to build up the tension in the story.

Age: could be an adult or a child narrator. The age of the narrator doesn't really affect the mood of the advert because they would both be informing the audience about internet safety.

Sound

Diegetic- ambience of the characters' surroundings eg typing on their laptop or computer.

Non-diegetic

Background music- informs the audience the mood of the advert- if it's going to be happy or sad. Eg suspicious because of the fake 'friend' that they made who will get them in trouble.

Happy- the audience feels like nothing bad will happen to them if they use the internet safely.

Sad- the audience feels like something bad will happen and they are almost intimidated that they really should be using the internet safely and they shouldn't be naive about what they do and people or the person they are talking to. They shouldn't trust easily because they don't know the person in real life.

Sound effects

Text message/message- whenever the victim or the predator sends a message.

Editing

Straight cut- informs the audience that the scenes are 'realistic' and the things that happen are fast and almost in a blink of an eye. Eg they are talking casually with their friend then suddenly they get asked to do personal things eg taking a picture of themselves inappropriately.

Close up shots- audience is informed what the characters’ emotions are and it exaggerates the situation that they are scared because they have been tricked and something bad will happen to the character eg rape or murder.

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30 seconds- format of a chat and the events happen quickly and to the point.

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Jack's story - Cyberbullying - Internet Matters

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Jack is playing a video game online when his friend from school starts a chat with him that leads to cyberbullying. Cyberbullying doesn't stop when the school day ends. Help your kids understand the consequences of what they share online by downloading our Online Safety Guide: http://www.internetmatters.org/back-to-school

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Do you know who your child is talking to online?

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Do you know who your child is talking to online?

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1:08 mins. The victim is stereotpically a girl and the 'boy' she is talking to is an old man who is the sexual predator. The audience doesn't find out what exactly happens to the victim but they can predict that she is subject to inappropriate scenarios eg rape.

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Do you know who your child is talking to online?

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The New Brunswick ICE Task Force has released two short videos about the dangers of sexual exploitation of children and youth on the Internet. This video presents a message to parents about luring of children online.

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(Johnfergusonphotography.co.uk, 2017)

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(Cymba.co.uk, 2017)

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Company logo- informs the audience the organisation and what they do. If the organisation is known then the audience recognises the logo just by first glance and would have their own opinions about it. Eg Oxfam- it is a famous charity and people know that this organisation helps people in need.

Facts and statistics- informs the audience the percentage and number of people who are eg starving and it makes the audience feel sympathy so they want to help the less privilege and donate to the charity. Figures and statistics indicates that the information is reliable and it is real and is based on research.

Main image- informs the audience what the person's/people's situation is like and why they should help them. For example, children are crying and they are very skinny because they don't have any food to eat. The audience sympathises and it convinces them to donate.

Direct message- it is normally imperative eg 'text now...', 'help...' to make the audience do something immediately to donate to the charity.

Donation price- informs the audience the price that they should donate to help.

Telephone number- informs the audience what number to dial to discuss where they can donate money. This is legitimate because the organisation charity is well known.

Website- informs the audience the legitimate website to learn more about how to donate and the story of what happened to the person or to those people in the poster. It makes them curious and convinces them to donate because they feel sorry.

Slogan- captures the attention of the audience about what the organisation is about which is trustworthy.

Language- they use words like 'you', 'now' and 'we' to directly talk to the audience and cause a reaction because they are put on the spot. Eg 'you can save this child's life now by donating just £3 a month'.

Case study- audience is informed the story of the person and what happened to them. This makes the information reliable because it is based on a true event and the audience should feel sympathy and donate.

Colour scheme- the organisation may use their own colour scheme and apply it to the poster which makes it part of their brand idenity. For example, an Oxfam poster could be green and white because those are the colours on their logo.

And or they have a set colour scheme which they use on specific words and sentences to emphasise their points. For example in the Unicef poster they use black and red. They both connote death and grief so it already makes the audience feel sorry and have the need to prevent that so they will help by donating.

Colours- they may use bright, neutral or sad colours to evoke emotions to the audience. For example, in the Unicef poster they used black and white for the main image of the little boy emphasising that he's in need of the audience's help and he is miserable and unfortunate.

Typography, bold, lettering and size- they may use the organisation's fonts as part of their brand identity. And or specific ones which links to the mood of the poster to really capture the audience's emotions. Some words will be smaller of bigger than others depending on the message. For example, 'TEXT NOW TO...' in capital letters so the audience will immediately do something.

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THINK! Tales of the Road POSTER

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Poster 1
(Lifewise999.co.uk, 2017)

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THINK! Tales of the road campaign poster 1

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Poster 2
(Lifewise999.co.uk, 2017)

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THINK! Tales of the road campaign poster 2

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Poster 3
(Lifewise999.co.uk, 2017)

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THINK! Tales of the road campaign poster 3

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Camera angles and camera shots

Eye level angle shows that the characters are directly looking at the audience and in a way it can be quite intimidating because we can see that they are injured and they are in pain from their facial expressions. They all look gloomy. Some audience may feel sympathy for these kids.

Wide shot shows that the characters are in the middle which means the audience can focus on them and see their appearance as a whole: their face expressing hurt and sadness, their scruffy hair and the injuries that they have on their face, arms and legs. The background provides the context showing the place where they got into an accident.

The first boy has a background of a clear sky and there is some grass showing that he is near a park. Even though it is daylight the boy still got into an accident because he didn’t cross the road safely showing that day or night pedestrians could still get into an accident if they don’t safely cross the road.

The second boy has a background of some buildings and a tree showing that he is in a street. This is likely a busy place where vehicles are which means pedestrians should cross the road safely.

Props

The girl is wearing a hair clip which is stereotypical indicating that she is a girl, she is wearing a neck brace showing her injury. She is carrying her back pack too showing that she is a student.

The first boy is wearing crutches and he has a cast on his leg showing his injury.

The second boy is wearing a cast on his arm showing his injury.

Characters

They are vulnerable and naïve children who didn’t cross the road properly. This may gain some sympathy for some audience.

Editing

Each poster has round corner edges and has different background colours which are all pastel except the one with the girl.

The scene is shot at night emphasising that the little girl is lonely and in agony in the dark. They are stylistic choices yet the images of the kids are in a round faded shape like it is a hole in their memory which they can’t get rid of because they are traumatised and the audience understands this.

They used two fonts per poster throughout: one for the message and the other one for the website. They placed the slogan on the top edge of the main image and the direct message underneath both in a curve shape so that it suits the shape of the main image.

The styles of the font are a little bit spooky and doesn’t have straight edges like a normal default font to link to the theme and mood of the posters which is dark and grungy.

For the “LOOK” word they creatively added pupils to make the two letter o’s to look like eyes and a curve underneath to make it look like a mouth. This creates a face and it indicates that the audience should look properly when crossing the road.

The colours of the texts are red or green because these are the colours of the traffic lights. White is used for the direct message on the poster of the girl to stand out against the dark background.

They added a glow on some of the letters but not all of it to imitate that the girl wasn’t seen brightly in the dark. The colours used links to the road theme.

Specific words are in capital letters to emphasise the important points the audience should be aware of to keep safe on the road. This also captures their attention and somewhat intimidates them. For example, “STOP, LOOK & LISTEN”.

Main image

Informs the audience that the characters who got into a road accident are kids and the audience can see the injuries that they got which is very painful.

The design of the characters are cartoon which makes the injuries of the characters seem less gruesome for the audience because they that this didn’t actually happen to real people. This suits the target audience who are kids because they are still innocent and it would be sensitive for them to see injuries on real people.

Slogan

Girl: “Don’t be like the GIRL who didn’t DRESS BRIGHT in the DARK”

First boy: “Don’t be like the BOY who didn’t STOP, LOOK & LISTEN”

Second boy: “Don’t be like the BOY who didn’t LOOK for a SAFE PLACE to CROSS”

The audience is informed that they should cross the road safely otherwise they would end up like the girl and the boys.

They tell what happened to the kids: the girl didn’t dress bright in the dark, the first boy didn’t stop, look and listen and the second boy didn’t look for a safe place to cross. These are all the common reasons why people get into a road accident.

The sentence is quite short in each poster because it’s easy to remember for the kids and it’s memorable for them too. This is effective because the audience doesn’t want those injuries to happen to them so they will pay extra attention on the road and cross safely.

Direct message

Girl: “Make sure cars can see you DRESS BRIGHTLY & BE SEEN”

First boy: “Find a safe place to cross, then STOP, LOOK & LISTEN”

Second boy: “ALWAYS CROSS WHERE YOU CAN SEE WHAT’S COMING”

They all inform the audience what they can do to prevent getting into a road accident and getting injuries like the kids. The advice is common sense but they help the audience by reminding them how.

Language

They use imperative words like “make sure”, “find”, “stop”, “don’t”, “look” and “listen” to tell the audience to immediately think smart and prevent themselves getting into danger.

They talk directly at the audience by using “you” to put the audience on the spot and in the situation which is rather intimidating yet effective.

The audience are put in the characters’ shoes so they understand how they feel and know what they should do to prevent getting into a road accident.

They don’t specify the names of the characters and instead used “girl” and “boy” because they want the audience to relate to the characters.

Website

In all the posters they have the website link at the bottom in a small size so that the audience isn’t distracted from focusing on the main image.

Having a website links means that the company and campaign is legitimate and if the audience are curious on how to stay safe on the road then they can visit the website online.

‘Tales of the road’ is the adverts’ campaign which simply suggests different stories of how the characters got into a road accident. ‘Tales’ implies that they are not based on true stories because the characters are an animation but the audience is aware that these accidents do happen in real life.

Company logo

In all the posters at the bottom corner is the THINK! Logo which is an image of a road with markings. Even if the audience has never heard of the organisation they can immediately tell that their brand identity is about road safety. The logo is eye-catching because it’s colourful and creative. The THINK! Organisation has been around for a long time, so kids would have grown up seeing this advert so they recognise this company.

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Representation

The elements reflects the same as the advert such as the different characters having injuries from the road accident.

Narrative

The elements reflects the same as the advert but in a nutshell form. The images are stills from the advert yet they chose these images because these are the climaxes and important part of the ‘tale’ in each advert. They show that the children are injured in pain and are really sad. Even if the audience hasn’t seen the advert just by looking at the main image they can already tell what happened to the kids. So then when they watch the advert they would be reminded.

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Music

No background music is used so it makes the audience focus on the visuals, the stories of how the characters got into accidents and their injuries now and the ambience of the place.

Camera shots and camera angles

Wide shot- shows the full body image of the characters who they are and what injuries resulted in their road accidents.

Mid shot- the audience sees the back of the characters’ body from their body and torso in the parts of the video where the character is reflecting back to their previously happy and nice life before they got their injuries. Or in the other ones it’s when they are reflecting back to what happened as to how they got into accidents.

Long shot- shows the audience the sensible kids who crosses the road safely with the character who got injured watching them being educated what they should have done to prevent what happened.

Close up shot- shows the audience the characters’ emotions when they got hit by the car. The audience sees that the characters are suddenly scared and shocked because the moment they got it things happened incredibly fast.

Props

The girl is wearing a hair clip indicating that she is female even though the audience can already see it. She is carrying her back pack showing that she is a student and her neck brace is her road accident injury.

The first boy is wearing crutches, a cast on his leg and he is playing football. A hobby that he enjoyed before the got into an accident but he can’t play football anymore because of his injuries.

The second boy has a cast on his arm showing his injury due to the road accident.

Characters

They are all kids: the main characters is a girl and two are boys.

They all have different stories of what happened which led them to get into an accident and their lives before. For example, one of the boys used to love playing football. Even the people at the end of the video are kids and it makes it even more envious for the main characters who got into accidents because they are kids too and they’re supposed to enjoy their youth but they can’t because of their injuries.

Editing

They all start with the slogan of each advert for example “the BOY who didn’t look for a SAFE PLACE to CROSS” which immediately informs the audience the characters’ story of how they got into an accident in a nutshell.

The pace is rather slow then the moment the kids get hit by the car there is a sudden whip pan that happens quickly.

This imitates the feeling of the kids because the moment they got hit it almost happens in a blink of an eye and it’s shocking for the kids and the audience can understand that. They are startled too because of the sudden event.

There are two colour schemes. One is gloomy and dark for the kids who got into an accident to suggest that their life now is really dull and the other.

The second one is colourful and saturated for the sensible kids who are crossing the road safely to suggest that they are happy and cheerful. Therefore, it shows the contrast between the main characters and the happy kids.

Narrative

The audience sees the kid injured staring directly at them and the narrator reveals what happened to them the moment they got into a road accident.

The audience is informed how to stay safe on the road at the end of the advert with a simple yet the message has an impact.

There is a website link for THINK! So the audience can visit that to find more information and there is a logo at the bottom corner of the THINK! Company showing that it’s legitimate and their brand identity which is public information about road safety.

Sound

Non-diegetic

Whip pan sound revealing the characters’ previously happy life.

Narrator speaks in a sad tone which links to the theme of the adverts because of the tragic events that happened to the kids. He speaks rather poetically by using rhyming words which is catchy and it makes the information memorable for the audience. For example, “the car drove right into her guts and covered her with bruisy cuts”.

Diegetic

Kids playing happily in the park compared to the main characters who are injured and sad.

Kids talking with their friends.

Footsteps of the kids walking and crossing the road safely.

Car engine and the sound of it hitting the main characters.

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Genre

The style of the video is very Burton because it is grungy, spooky and dark.

The animated characters have big heads, big beady eyes and small bodies which make them look like toys and in a way it makes the characters look more vulnerable.

The characters look somewhat similar to Alice in Wonderland because they look peculiar and has the same Gothic aura.

The adverts were released in June 2010 which is the same year as Alice in Wonderland which was released in February. Therefore, the target audience (kids) may have seen the film and when they watch the adverts they may find it somewhat similar.

In the advert, the sensible kids ignore the injured characters or they can’t seem to see them. This links to the thriller and horror genre because it’s almost as if the injured kids are ghosts which makes it spooky if the target audience were to focus on this element.

Representation

The characters have different injuries. The girl has a cut on her forehead covered by a brown band aid and she is wearing a neck brace.

The first boy has dirt on his shirt and has crutches and the other boy has cuts on his cheeks and is wearing a cast on his arm. His clothes are dirty and parts of his clothes are ripped.

The kids almost look like zombies because of their purplish pale skin and hollow black eyes. These show the different injuries you could get if you don’t cross the road safely and you could end up like them if you are lucky enough to still survive somehow.

The girl is wearing a school uniform showing that she is a student and she is probably on her way home and then she got into an accident. Because it is dark the driver didn’t see her well which is the reason why she has her injuries.

Audience

The target audience are children which is mainly why the characters are an animation.

It would be quite gruesome for kids to watch people get hit by a car and see them have injuries if they were real children. This links to kids’ innocence and purity because these kind of events is not something they are comfortable watching.

The animation are kids which links to the target audience because it makes it more relatable for them to watch because they are kids too. It would be different feeling if the animation are adults.

Ideology

Kids are seen as naïve and innocent in the media. Crossing the road safely is something most kids are not educated by because they are boisterous and not sensible on the road. This is why this advert is targeting to children and somewhat making them scared by what will happen if they don’t cross the road safely.

If the animation are adults it may seem less impactful to the target audience kids. Adults are meant to be role models for younger people and they are more sensible and smarter so it would ‘undermine’ it.

The narrator mentions activities kids love to do in their spare time such as swimming, go karting and play football. The boy who used to love playing football is one of the stereotypical activities boys do.

The girl is said to always look her ‘best’ and be ‘trendy’ which is stereotypical because girls are conscious of their appearance and their image. They like to impress people and keep up with the trend.

Narrative

In each advert we see the main characters looking in their previous happy life before they got into an accident.

This shows that they are reminiscing the good times that they can’t enjoy anymore because of their injuries. Then they look left and the audience are shown the scene of how the characters got into an accident.

The characters didn’t cross the road safely then suddenly they get hit by a car presented by a close up shot of their faces and they are looking directly at the audience to imitate that they are the driver who hit them.

The advert ends with the main characters looking at the sensible children who are crossing the road safely or are wearing bright clothing to be seen in the dark. Showing the comparison.

There is text at the top of the screen which is the direct message to the audience of how to stay safe on the road so they don’t end up like the characters in the video.

For the advert with the girl they emphasise the importance of wearing bright clothing by putting a yellow glow (representing a fluorescent jacket) for “DRESS BRIGHT and BE SEEN”.

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The Girl Who Did Not Dress Bright in the Dark

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The Girl Who Did Not Dress Bright in the Dark

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(THINK! road safety, 2010)

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THINK! Child Road Safety: Tales of the Road campaign

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Cautionary tale: The Girl Who Did Not Dress Bright in the Dark

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The Boy Who Did Not Stop, Look and Listen

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The Boy Who Did Not Stop, Look and Listen

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(THINK! road safety, 2010)

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THINK! Child Road Safety: Tales of the Road campaign

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Cautionary tale: The Boy Who Did Not Stop, Look and Listen

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The Boy Who Did Not Find a Safe Place to Cross

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The Boy Who Did Not Find a Safe Place to Cross

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(THINK! road safety, 2010)

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THINK! Child Road Safety: Tales of the Road campaign

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(Media-assets-01.thedrum.com, 2017)

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(I.pinimg.com, 2017)

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(I.pinimg.com, 2017)

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Camera angles and camera shots

Eye angle

The characters are all on the ground looking directly at the audience. This makes them feel somewhat intimidated because it puts them in the situation as if they saw this in person right at this time when the teenagers got into a road accident.

The camera is tilted in a way that the teenagers are laying on the road helpless and looking at the audience in a deadpan expression as if they are dead or unconscious.

Mid Shot

We see the characters’ head and torso showing that they have dirt all over them showing the vehicles’ oil leak and the skid marks on their face and clothes. And the girl has some dried blood on her face.

The boys have dirt on their faces and clothes which may suggest that they got ran over. But the girl only has dirt and dried blood on her face. But her clothes are clean and not stained by dirt which may suggest that she got hit in the face by the vehicle: bus or car because they didn’t cross the road safely.

The audience only sees their head and torso and not their entire body to get a glimpse of what happened to the teenagers.

We see their emotionless expressions and the dirt and blood on them but we don’t know if their legs are broken or not which adds to the enigma.

All their backgrounds are blurred suggesting that the characters are unconscious and are unaware of their surroundings. It imitates the idea that the moment they got hit it happened so fast and it’s like a ‘blur’ and they can’t process what just happened to them.

Characters

They used actors who are real life people to portray teenagers who got into a road accident.

This is different to the THINK! Tales of the Road because in that one they used animation and the characters are kids.

Props

The characters have different props: the first boy has one earphones in his ears the other one hanging, the other boy has a mobile phone in his hand and the girl is holding her bus card particularly TFL endorsing the company.

The boy’s phone is cracked and the girl’s TFL bus card is crushed because of the road accident. This shows the audience the impact of it and they should be extra careful on the road.

Their props suggests to the audience the probable reason why the teenagers got into a road accident. Perhaps the boy was too busy listening to his music, the other one was too busy on his phone and the girl was probably about to get on the bus. They all didn’t’ cross the road safely and sensibly which is why they got into an accident.

Editing

Colour scheme

The posters all have colour but there is a tint of grey which suggests the mood that what happened to these teenagers is a tragic event. The colours aren’t bright and cheerful because the characters are on the road unconscious.

The colours used in the texts: white, grey and yellow link to road markings and they are used sparingly in each line which makes the message to the audience more eye-catching and important.

The first line is in white which connotes purity and innocence and this is the exact reason why the teenagers got into a road accident. They were too naïve and foolish not to cross the road properly.

The second line is in grey which connotes detachment and isolation. This links to the feelings of the characters who are unconscious on the road.

The third line is in yellow which imitates a road marking colour and it connotes enlightenment and intellect. This links to the importance of stopping and thinking about what they are doing before crossing the road so that they can get to the other side safe and alive.

The colours are light and it stands out against the darker colours making it easy for the audience to see and read the information.

Main Image

The characters are teenagers who got into a road accident and it shows the traces of it by the skid marks, dirt and blood on them.

The characters used are real life people particularly teenagers so this suits the target audience. They are aware that even though this isn’t real these road accidents do happen in real life so they should cross the road safely to not end up like the teenagers on the posters.

Slogan

First boy: “My friend heard the track He didn’t see the van”

Second boy: “My friend saw the text He didn’t see the truck”

Girl: “My friend saw the bus She didn’t see the car”

The audience are informed what happened to the teenagers: the first boy only heard the music he was listening to but he didn’t see the van, the second boy only saw his text because he was too engrossed on his phone but he didn’t’ see the van and the girl saw her bus coming but she didn’t see the car that ran over her. These are all the common reasons why people get into a road accident.

The sentence is quite short in each poster because it’s easy to remember for the teenagers and it’s memorable for them too. This is effective because the audience doesn’t want this to happen to them so they will pay extra attention on the road and cross safely.

In a way it almost scares the target audience because at one point they were just casually on the road then in a flash they’re on the road.

Direct Message

Stop. Think. Live- the words are very short yet it is snappy and memorable for the target audience.

If the audience stops what they’re doing on the pavement and think about what they are doing and focusing on crossing the road safely then they will live normally without any injuries and accidents.

Language

The tone of language is colloquial which suits the teenagers target audience because this is how they would converse in their everyday life.

The slogans speak in the first person using “my” but the story of how the teenagers got into an accident is told by them and not the actual people who got into a road accident. This may be because they are unconscious and they can’t tell what happened in their perspective.

The road accident in a nutshell is referred to “my friend” being told in the perspective of those teenagers’ friend who found out about the accident.

The words used are past tense: heard, saw and didn’t. This suggests that the event has happened and the time can’t turn back for the teenagers to think smart and cross the road safely.

There is an interesting contrast between: heard, hear, saw and see which is shown underneath the line each other. This may suggest what they should have done and focused on the vehicle on the road because it is important and it has made an impact to their life because the teenagers got into an accident.

The imperative suggestions “Stop. Think. Live” are commanding the audience on what they should do which is to cross the road sensibly.

Company Logo

There are three companies: Mayor of London, THINK! And Transport for London who have collaborated on this campaign.

Mayor of London and Transport for London have simple logo designs because they just used texts and a Tube symbol in white which stands out against the darker colours.

The THINK! Logo is an image of a road with markings. Even if the audience has never heard of the organisation they can immediately tell that their brand identity is about road safety.

The logo is eye-catching because it’s colourful and creative. The THINK! Organisation has been around for a long time, so teenagers would have grown up seeing this advert so they recognise this company.

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Genre

It has poster conventions: main image, colour scheme, company logos, slogan, direct message and fonts.

Theme: serious, road safety and tragic.

Representation

Teenagers in the media are seen as naïve and irresponsible which is why they got into a road accident.

The first boy isn’t wearing entirely casual clothes- a bit sophisticated. His hair is gelled.

The second boy is wearing track suits and a part of his eyebrow is shaved. This somewhat represents hooligans who cause trouble in the streets.

The girl is wearing school uniform showing that she is a student.

Audience

Target audience- teenagers because the characters used on the poster is the same demographic. Therefore, this is more effective to teenagers because they would feel daunted by what happened to teenagers. This could happen to them too if they don’t cross the road safely.

The characters used are real life people and not an animation or a cartoon because it makes it more realistic for the target audience. If this campaign was targeted for children THINK! Would have used animation like they did for the Tales of the Road campaign.

If this campaign’s target audience were adults, they would have used adults because they would relate to them more. Even though they are adults and supposed to be ‘responsible’ on the road accidents can happen to all ages.

Ideology

·       The characters are of different races which shows culture diversity and road accidents can happen in any race because of irresponsibility on the road.

·       Two of the characters on the poster are boys- stereotypically they are seen as boisterous and silly in the media who get into trouble. Yet there is only one girl and in a way it ‘undermines’ that girls are meant to be sensible, prim and proper.

·       The way the road accident is told in the perspective of the characters’ friends imitates gossip. This is common amongst young people.

·       They didn’t mention their friend’s name which makes the characters seem anonymous because we as the audience can’t identify who they are. All we know is they are laying on the road because of a road accident.

Narrative

·       The images/stills they used are the climax of the story. The audience sees that the teenagers are laying on the road unconscious with dirt and blood on them. This grabs the audience’s attention because the message is to the point even if they don’t read the text warning the audience to ‘Stop. Think. Live’.

·        We don’t see any other images which is enigmatic to the audience because they don’t know if the teenagers are just unconscious or they’re actually dead.
There is no TV advert for this campaign just a poster because this is most likely endorsed in bus stops or on buses for the audience to see and be informed by especially the target audience- teenagers.

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Don't let your friendship die on the road (Boys)

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Don't let your friendship die on the road (Boys)

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(friendsforevertfl, 2009)

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Don't let your friendship die on the road (Boys)

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http://www.bebo.com/friendsforever Every day a teenager is killed or seriously injured on London roads. Don't let your friendship die on the road. Look out for your mates.

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Don't let your friendship die on the road (Girls)

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Don't let your friendship die on the road (Girls)

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(friendsforevertfl, 2009)

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Don't let your friendship die on the road (Girls)

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http://www.bebo.com/friendsforever Every day a teenager is killed or seriously injured on London roads. Don't let your friendship die on the road. Look out for your mates.

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The adverts are not the exact same as the Stop. Think. Live but they are similar. The theme is about your friends dying on the road because they didn't cross the road safely.

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Music

No background music is used so it makes the audience focus on the visuals and what happened to the unconscious characters on the road.

Camera shots and camera angles

Wide shot- shows the full body image of the unconscious characters on the road and their friend who is grieving for them.

Mid shot- in the girls advert the friend is crying and grieving for her friend and she is hugging her. We only see their heads and shoulder and the background which is a block of flats. Then at the end of both adverts the audience is shown the road with the direct message and slogan with the THINK! Company logo informing the audience who produced this advert and their brand identity.

Close up shot- shows the audience the characters’ emotions: the unconscious boy who has his eyes closed and the unconscious girl who has her eyes opened but she has some sort of sad expression. The girl’s friend is grieving for her and the audience can see that she is crying and is hugging her friend because she can’t believe what happened. She somewhat wants to comfort her unconscious friend to ‘bring her back to life’ but she can’t.

Camera tilt- in the girl advert the audience sees a stationary shot for a few seconds then the camera tilts sideways. This imitates the impact of the unconscious girl getting hit.

Language

·       Rhetorical question “what does one teenager in London do every day?” This makes the audience think about this question and maybe answer it in their mind.

·       The fact is concise and brutally honest- they don’t try to fabricate the truth or make the words “killed”, “die” and “injured” in a nicer tone. This is effective because it makes the target audience teenagers feel scared and should really be sensible on the road.

·       Imperative words “don’t” and “look out” makes the audience feel responsible for their “mates” because they don’t want this to happen to themselves and their friends.

·       Slang “mates” this suits the target audience teenagers because this is the kind of colloquial language they would use every day. This makes the audience relate to this advert and connect to it more compared to if sophisticated language was used.

·       They put the audience on the spot by using “your” because they want the audience to understand the feeling of being in the characters’ situation in the advert. In a way they feel intimidated because they don’t want this to happen.

Characters

They are all teenagers which links to the target audience teenagers.

Editing

·       They all start with a rhetorical question “what does one teenager in London do every day?” which is though provoking for the audience.

·       The pace is rather slow throughout the advert. There is no sudden fast pace because the audience is shown the moment they got hit but they don’t know what by and who. This somewhat imitates the fact that the moment they got hit is like a slow motion because the friends and the unconscious characters themselves can’t believe this happen all of a sudden.

·       Transitions: fade in effect for the text to make it more dramatic and they added a white glow with the white text to represent innocence, purity and almost ghosts because the characters are unconscious. The audience are not informed if they are still alive or not.

·       Transitions: fade out effect in the girl advert ends the scene of the grieving friend and the unconscious girl more dramatic. It is left as a suspense because the audience doesn’t know what will happen next: if the girl is still alive or not.

·       Colour scheme: gloomy and dark. There is almost no colour which emphasises the tragic road accident and there doesn’t seem to be any hope.

Sound

·       There is no background sound or sound effects which makes the audience focus on the visuals and what is happening.

·       This can also imitate death because when you die you don’t see or hear anything- because you are not alive anymore so you can’t feel or sense anything around you.

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Genre

·       The style of the video is grungy, gloomy and dark. This emphasises the mood and the theme of the adverts because of the tragic road accident event.

·       The colours are greyish and there is some soft black vignette around the edge of the frames.

·       They are adverts showing that the duration is just 35 seconds long because it’s a short yet impactful information to the audience that they should be careful on the road.

·       Direct message to the audience “every day a teenager is killed or seriously injured on London roads” showing that this a fact is true and it makes the audience scared because they don’t want this to happen to them. They specify “teenager” which makes the target audience relate to them and connect with the adverts more.

·       They use a slogan “look out for your mates” to remind the audience their ‘responsibility” and it shows the THINK! Company logo.

·       Mayor of London and Transport for London are the companies that are involved with this showing that this advert is legitimate. And this advert is specifically for teenagers who live in London which may make the audience smaller because there are still teenagers outside of London who should be sensible on the road.

Representation and Ideology

·       Teenagers in the media are seen as naïve and irresponsible which is why they got into a road accident.

·       They are all wearing casual clothes: hoodies, jeans and the unconscious girl is wearing make-up. This may suggest their social class somehow.

·       The adverts show two different ethnic backgrounds which shows culture diversity. Road accidents can happen to anyone from any age or race because of irresponsibility on the road.

·       The advert is targeted for both teenage boys and girls showing that road accidents can happen to both genders because they don’t think smart and cross the road safely. Boys are stereotypically seen as boisterous and silly in the media who get into trouble.

·       Girls are seen and supposed to be sensible, prim and proper and because the girl got into a road accident it undermines this ideology.

Audience

·       Target audience- teenagers because the characters used on the poster is the same demographic. Therefore, this is more effective to teenagers because they would feel daunted by what happened to teenagers. This could happen to them too if they don’t cross the road safely.

·       The characters used are real life people and not an animation or a cartoon because it makes it more realistic for the target audience. If this campaign was targeted for children THINK! Would have used animation like they did for the Tales of the Road campaign.

·       If this campaign’s target audience were adults, they would have used adults because they would relate to them more. Even though they are adults and supposed to be ‘responsible’ on the road accidents can happen to all ages.

Narrative

·       Rhetorical question and fact in each advert making the audience think about the question “what does one teenager in London do every day?” Then they are given the answer as a fact which educates the audience.

·       There are two characters per advert: the grieving friend and the unconscious friend which shows the contrast between the one who is alive and the one who unconscious or worse dead. This subtly shows life and death.

·       At the end the audience is reminded “don’t let your friendship die on the road” telling them to take care of themselves and their friend when they are on the road so they should think smart and be sensible.

·       There is the THINK! Company logo showing that the adverts are legitimate and their brand identity is public information about road safety.

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(Format-com-cld-res.cloudinary.com, 2017)

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Camera angles and camera shots

·         Eye angle- Jack is looking directly at the camera. This makes the audience connect with him because they can see that he is about to get upset.

·         Extreme Close Up- the audience can see a personal close up of the characters’ emotions expressing hurt and confusion. This shot can also imitate the idea that in April’s story she sent a private image linking to invading her privacy.

Characters

·         They used actors who are real life people to portray young teenagers who got cyberbullied.

·         This makes it more realistic because this does happen in real life. Compared to if they used cartoon which may target an even younger audience younger than 12 years old who are really vulnerable.

·         They used a female and male character to portray kids who got cyberbullied.

Props

·         No props can be seen in this poster because the shot is an extreme close up. So the main focus is the characters’ emotions.

·         But with the social media style the audience understands that this poster is to do with cyberbullying.

Editing

·         Natural lighting is used because the characters are in their house. In April’s room the only lights the audience can see is the one from her tablet and the decoration lights in her background.  This is shown in the advert. But here on the poster because it’s an extreme close up the audience can tell that there is still lights in the background in a bokeh effect because of the professional camera.

·         In the advert Jack is in his living room and it seems that the scene is shot in daylight and light is coming from his TV screen.

·         The colouring is natural showing realism even though the conversation between the characters and their friends didn’t go well. Dark and grungy lighting isn’t necessary because nothing extremely tragic happened like a road accident which is very serious and unfortunate.

·         In Jack’s poster there is a social media update showing a boy’s username: name and last two digits of his birth year showing that he is a teenager. Minutes state when he posted the update and his location which is at home. Then there is the text about his inner thoughts that he shared online. There is a like logo which is one of the common buttons used in social media for people to express if they agree with something.

·         In April’s poster there is a private message on social media with a logo of a camera.

·         In both of the posters the colour outlines are pink and the pictures are just a blank square which makes the person in that image seem anonymous.

·         They are placed in the middle of the poster because it is the most important element the audience would see and should focus on. But it isn’t too big so the audience can also see the main images presenting the characters who are cyberbullied because it’s also an important element.

·         The slogan is placed at the bottom so it can be seen along with the company logo Internet Matters with a lower thirds banner promoting an Online Safety guide which can be downloaded through the website provided. This is legitimate showing that the information is trustworthy.

·         Font used- modern and it shows that the era filmed is in today’s world.

Main Image

·         The characters are teenagers who got cyberbullied: a teenage boy and a teenage girl.

·         The characters used are real life people particularly teenagers so this suits the target audience: parents. This adds to the realism that cyberbullying does happen in real life.

Direct Message

Jack: “Bullies don’t need a playground to pick on other kids”

April: “A picture sent to a school friend can never be returned”

·         Jack- bullying can happen anywhere: in real life and online.

·         April- sending pictures online is risky because it can’t be totally promised to be kept a secret/private.

Slogan

Jack: “Help your kids deal with cyberbullying”

April: “Help your kids understand the dangers of sexting”

·         Jack- kids should know how to behave online and what to do to keep safe.

·         April- kids can be naïve and be manipulated to do uncomfortable and inappropriate things.

Language

·         The poster directly talks to the target audience by using “your” because they know that parents are responsible for their kids.

·         Imperative “help” they want the target audience to guide their kids and prevent them from being cyberbullied and be manipulated.

·         The words used are to the point and proper sentences. They want to get the message across immediately and they don’t use internet slang or shorthand language which may confuse some parents.

Company Logo

·         The Internet Matters logo is simple and easy to read. They have ‘.org’ which stands for organisation and it tells the audience that this company is legitimate and trustworthy.

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Genre

·         It has poster conventions: main image, colour scheme, company logos, slogan, direct message and fonts.

·         Theme: online, social media, cyberbullying and internet safety.

Representation and Ideology

·         Teenagers in the media are seen as naïve, mischievous and irresponsible which is why the characters got cyberbullied. Likewise, their ‘friends’ are also rude and manipulative because they made the characters uncomfortable and upset.

·         The boy ‘Fred2004’ who updated his status on a social media on Jack’s poster is sensible and smart. He knows that bullying doesn’t just happen at school because it can happen anywhere “bullies don’t need a playground to pick on other kids”. This subverts the stereotype in the media that boys are cheeky and misbehave.

·         In April’s story stereotypically girls like to take pictures. Her mistake in this one is she has been manipulated to send a private picture to her ‘friend’.

·         Stereotypically boys like to play video games which is shown in Jack’s story. In April’s story she is talking to her friend on social media.

Audience

·         Target audience are parents because the poster wants to inform them to observe what their child is doing online.

·         The advert wants the parents to be aware of cyberbullying especially it’s by their friends. It’s a serious concern because they are associated with these ‘friends’ in real life and see them in school.

·         Parents are busy at work so they may not have time to observe what their kids when they’re not around.

Narrative

·         Jack- he is playing a video game online and he is talking to his friend from school which leads to cyberbullying.

·         April- she is chatting to her friend online and is asked to send a private picture. This leads to cyberbullying because the ‘friend’ sent it to other people making April feel embarrassed and scared because apparently everyone in school would see it.

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(Internet Matters, 2015)

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April's story - The dangers of sexting - Internet Matters

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April is chatting to her friend online and decides to share an image of herself. Unfortunately, the image is shared with other children from her school that she didn't want to see it. Kids can sometimes make mistakes to fit in at school.

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(Internet Matters, 2015)

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Jack's story - Cyberbullying - Internet Matters

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Jack is playing a video game online when his friend from school starts a chat with him that leads to cyberbullying. Cyberbullying doesn't stop when the school day ends. Help your kids understand the consequences of what they share online by downloading our Online Safety Guide: http://www.internetmatters.org/back-to-school

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Music

·         For April’s story background music is used specifically pop music. This is quite upbeat and the message of the song is cheerful “hey go follow your rainbow…don’t believe what they say”. It’s also motivational which is good for teenagers because it helps their mental health.

·         For Jack’s story no background music is used because he’s just playing his video games.

Camera shots and camera angles

Mid shot

·         A millisecond into Jack’s story it shows that he is sitting in his couch playing his video games.

·         A few seconds into April’s story it shows that she is in her bed using her tablet. This shows that she is in her bedroom.

Close up shot

·         Shows the audience the characters’ emotions in most duration of the advert. This is somewhat personal because they are up close to the screen.

·         The audience can see that the characters get upset and shocked because of what their friend’s action. April complies to her friend by sending her private picture then her friend said that everyone at school will see it and she apologises but of course it is sarcasm.

Props

·         April is using her tablet

·         Jack is using a wireless keyboard to talk to his friend on his game console.

Characters

·         April and Jack are the only characters shown in the advert which makes the audience focus on just them and what is happening to them.

·         The actors are teenagers who are about 12-13 years old which links to the target audience- parents.

Editing

·         Straight cuts- this shows the audience that what is happening to the characters are happening in real time.

·         Natural lighting is used because the characters are in their house. In April’s room the only lights the audience can see is the one from her tablet and the decoration lights in her background. Jack is perhaps in his living room and one of the lights the audience can see is the one from outside so this is perhaps during the day. And the one on his TV screen.

·         The colouring is natural showing realism even though the conversation between the characters and their friends didn’t go well. Dark and grungy lighting isn’t necessary because nothing extremely tragic happened like a road accident which is very serious and unfortunate.

·         The formats of the chats between the characters and their friend shows that they are using some sort of social media. There is the name of the friend at the top and the characters’ conversation represented as pink outline speech bubbles with emojis.

·         Font used- modern and it shows that the era filmed is in today’s world.

Language

·         In both adverts the teenagers are talking with each other with shorthand language. For example, “evry1” and “obvs” this suggest that they are young people because this is stereotypically how they converse online.

·         In April’s story they are using smiley face emojis to express their happiness.

·         In Jack and April’s story they talk with their friends nicely. But their ‘friend’ eventually starts to get mean and aggressive making them feel uncomfortable and upset.

·         The advert directly talks to the target audience by using “your” because they know that parents are responsible for their kids.

·         Imperative “help” they want the target audience to guide their kids and prevent them from being cyberbullied.

Sound

Non-diegetic

·         Typing sound effect at the end of the advert to show the direct message to the audience emphasises the messaging concept.

Diegetic

·         Messages sound effect informs the characters and the audience that they are sending each other messages.

·         April’s music playing in the background.

·         Jack’s video game in the background- sounds of guns shooting.

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Genre

·         The style of the video is natural because no special video colouring is used. This emphasises realism that the characters are going through this harsh cyberbullying.

·         They are adverts showing that the duration is just 30-31 seconds long because it’s a short yet impactful information to the parents (target audience) that they should keep an eye on their kids’ activities online.

Direct message

·         April’s story “kids can sometimes make mistakes to fit in at school”. This is shown at the end of the advert by a green outline speech bubble with the text message font and style.

·         Jack’s story “bullying doesn’t stop when the school day ends”. This is shown at the end of the advert by a green outline speech bubble with the text message font and style.

Slogans

·         April’s story “help your kids understand the dangers of sexting”.

·         Jack’s story “help your kids deal with cyberbullying”.

·         In each advert there is a different slogan which relates to the context: cyberbullying and sexting.

Representation and Ideology

·         Teenagers in the media are seen as naïve, mischievous and irresponsible which is why the characters got cyberbullied. Likewise, their ‘friends’ are also rude and manipulative because they made the characters uncomfortable and upset.

·         Boys are stereotyped as aggressive and rude and this is shown with the way Jack’s friend is talking to him.

·         Girls can be gossipy and be manipulative and this is shown with the way April’s friend convinced her to send a private image of herself.

·         April’s story “kids can sometimes make mistakes to fit in at school”. This suggests the idea that stereotypically girls do things to ‘fit in’ with the crowd even if they are uncomfortable with certain things.

·          Jack’s story “bullying doesn’t stop when the school day ends”. This suggests that bullying can also happen online ‘cyberbullying’ and parents should be aware of what their child does online and who they are interacting with.

·         There are parents who are not knowledgeable about the internet so they may be unaware of the possible issues that their child could get into.

·         Stereotypically boys like to play video games which is shown in Jack’s story. In April’s story she is talking to her friend on social media.

Audience

·         Target audience are parents because the advert wants to inform them to observe what their child is doing online.

·         The advert wants the parents to be aware of cyberbullying especially it’s by their friends. It’s a serious concern because they are associated with these ‘friends’ in real life and see them in school.

Narrative

·         Jack- he is playing a video game online and he is talking to his friend from school which leads to cyberbullying.

·         April- she is chatting to her friend online and is asked to send a private picture. This leads to cyberbullying because the ‘friend’ sent it to other people making April feel embarrassed and scared because apparently everyone in school would see it.

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(Theinspirationroom.com, 2017)

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(Theinspirationroom.com, 2017)

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(Theinspirationroom.com, 2017)

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Music

Background music are low piano notes that are spread out and not played constantly. This may suggest that the driver who is on drugs is nervous because he might get arrested but he’s trying to stay calm and normal.

Camera shots and camera angles

Mid shot

·         Shows the audience that the driver and the passengers are inside a car. The shot is only their head and shoulders which makes sense in this advert because it’s hard to get a full image of the people in the car.

·         It’s not necessary because the main focus are the passengers who have strange large eyes.

·         Because the characters’ eyes are large a close up shot is not needed because the audience can see the literal effect of the drugs and their emotions.

Props

·         The characters are all inside the car.

·         The young adults are wearing a seat belt.

·         The police are inside their car.

·         The police are wearing fluorescent jackets for safety purposes because they are driving at night and they want drivers on the road to see them so they should be sensible and cautious.

·         This helps the driver to spot the police and he gets scared because they realise that he’s on drugs.

Characters

·         They are all young adults: one female and three males.

·         They are at the age when they are allowed to drive.

Editing

·         Straight cuts- this shows the audience that what is happening to the characters are in real time. The audience is shown the climax of the friends’ journey on the road.

·         The colouring is somewhat grungy and dark. There is a black vignette around the edges of the frames which tells the audience that the mood of the advert is surrounded with fear. The characters mask their inner emotions by having a casual conversation and are giggling. But on the outside it’s obvious they are on drugs because of their weird large eyes.

·         The colouring isn’t natural too because it seems to be somewhat yellowish.

·         The drone music plays in the background most of the time until the driver and the passengers spot that the police are looking at them. They all get nervous and scared and this is shown by the music disappearing and the characters stop giggling and talking. The audience just sees the police car driving past them and the girl looking at the police with her large eyes.

·         The slogan “Drug Driving. Your eyes will give you away” is shown at the end of the advert. The first line “Drug Driving” is in capital letters to emphasise the title of the advert. “Your eyes will give you away” is in a smaller size to fit “Drug Driving” for stylistic purposes.

·         The texts are in white to make it stand out against the darker colours and it connotes innocence. The driver and the passengers are naïve that the police won’t spot them and thought that they could get away with taking drugs.

·         The eyes of the characters are insanely enlarged to exaggerate that they are all on drugs.

·         Font used- modern and it shows that the era filmed is in today’s world.

·         The video fades out in black still showing the slogan and the THINK! Company logo appears at the bottom. This is eye-catching because it’s colourful and creative because it shows a road with markings which links to the context of the advert and the brand identity of the company.

·         Underneath the logo states: Search for ‘drug drive’ which refers to visiting the THINK! Website but there is no website link.

Sound

Non-diegetic

·         The driver and the passengers talking and laughing.

·         Narrator speaks in a serious tone which links to the theme of the adverts because drug driving is a crime.

·         Police sirens.

Diegetic

·         Drone low piano notes background music.

·         Narrator talking to the audience.

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Genre

·         It has poster conventions: main image, colour scheme, company logo, slogan, direct message and fonts.

·         Theme: drug driving and road safety.

Representation and Ideology

·         The poster shows a glimpse of what happens when people take drugs- their eyes abnormally dilate.

·         Drug in itself is a crime and it’s even worse when people do drug driving because it affects their reactions and awareness on the road. This could lead to a road accident and it’s harmful.

·         Drugs have harsh consequences not only to your mental and physical health but to your life and reputation too. The posters try to deter the target audience from taking drugs.

·         Sometimes young people in the media are seen to be irresponsible and commit crimes like drugs and drug driving. Perhaps this is the reason why the target audience is young people rather than adults. But this doesn’t mean that adults take drugs at all but the target audience is just a generalisation of how the youth are perceived in the media.

Audience

·         The target audience are the youth to inform them that you shouldn’t take drugs especially when you’re driving.

·         It has many consequences which could affect your life.

Narrative

·         The poster shows a glimpse of what happened in the advert.

·         People’s eyes abnormally dilate when they take drugs and it’s obvious and concerning.

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(THINK! road safety, 2009)

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Music

Background music are low piano notes that are spread out and not played constantly. This may suggest that the driver who is on drugs is nervous because he might get arrested but he’s trying to stay calm and normal.

Camera shots and camera angles

Mid shot

·         Shows the audience that the driver and the passengers are inside a car. The shot is only their head and shoulders which makes sense in this advert because it’s hard to get a full image of the people in the car.

·         It’s not necessary because the main focus are the passengers who have strange large eyes.

·         Because the characters’ eyes are large a close up shot is not needed because the audience can see the literal effect of the drugs and their emotions.

Props

·         The characters are all inside the car.

·         The young adults are wearing a seat belt.

·         The police are inside their car.

·         The police are wearing fluorescent jackets for safety purposes because they are driving at night and they want drivers on the road to see them so they should be sensible and cautious.

·         This helps the driver to spot the police and he gets scared because they realise that he’s on drugs.

Characters

·         They are all young adults: one female and three males.

·         They are at the age when they are allowed to drive.

Editing

·         Straight cuts- this shows the audience that what is happening to the characters are in real time. The audience is shown the climax of the friends’ journey on the road.

·         The colouring is somewhat grungy and dark. There is a black vignette around the edges of the frames which tells the audience that the mood of the advert is surrounded with fear. The characters mask their inner emotions by having a casual conversation and are giggling. But on the outside it’s obvious they are on drugs because of their weird large eyes.

·         The colouring isn’t natural too because it seems to be somewhat yellowish.

·         The drone music plays in the background most of the time until the driver and the passengers spot that the police are looking at them. They all get nervous and scared and this is shown by the music disappearing and the characters stop giggling and talking. The audience just sees the police car driving past them and the girl looking at the police with her large eyes.

·         The slogan “Drug Driving. Your eyes will give you away” is shown at the end of the advert. The first line “Drug Driving” is in capital letters to emphasise the title of the advert. “Your eyes will give you away” is in a smaller size to fit “Drug Driving” for stylistic purposes.

·         The texts are in white to make it stand out against the darker colours and it connotes innocence. The driver and the passengers are naïve that the police won’t spot them and thought that they could get away with taking drugs.

·         The eyes of the characters are insanely enlarged to exaggerate that they are all on drugs.

·         Font used- modern and it shows that the era filmed is in today’s world.

·         The video fades out in black still showing the slogan and the THINK! Company logo appears at the bottom. This is eye-catching because it’s colourful and creative because it shows a road with markings which links to the context of the advert and the brand identity of the company.

·         Underneath the logo states: Search for ‘drug drive’ which refers to visiting the THINK! Website but there is no website link.

Sound

Non-diegetic

·         The driver and the passengers talking and laughing.

·         Narrator speaks in a serious tone which links to the theme of the adverts because drug driving is a crime.

·         Police sirens.

Diegetic

·         Drone low piano notes background music.

·         Narrator talking to the audience.

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Genre

·         It has advert conventions: visuals, colour scheme, company logo, slogan, background music, narrator and fonts.

·         Theme: drug driving and road safety.

Representation and Ideology

·         In the media the youth are seen as irresponsible and naïve. This is shown in this advert because they took drugs and are unaware of the consequences. They thought they could get away with it but they didn’t.

·         The youth are loud and lively which is seen in the advert because they are chatty and giggly.

·         The driver is stereotypically a guy.

·         The driver’s friends are gossiping and the male friends seem arrogant, sarcastic and somewhat insecure of one of the guys. Stereotypically guys make fun of other people and they find it entertaining.

·         There is only one female friend and she seems to be the one tolerating the guys’ attitude. Stereotypically some females are kinder than males. This is shown when she says “aww but he’s nice though”.

·         All of the characters are on drugs and this is clearly obvious by their insanely large eyes. When people are on drugs their may abnormally dilate.

Audience

·         The target audience are the youth to inform them that you shouldn’t take drugs especially when you’re driving.

·         It has many consequences which could affect your life.

Narrative

·         The friends are in the car at night.

·         They are having a casual conversation and are laughing.

·         The driver spots the police and he starts to panic and so does his friends.

·         The advert ends with the police siren being heard and the audience can see there are police lights flashing. The driver is scared and he hangs his head low. The audience isn’t shown that he is arrested (and maybe his friends too) but they can predict that he did and the advert fades out. So at the same time it’s still enigmatic.