The Children’s Society Essay
The Children’s Society
Imagine a child who is scared, crying, lonely. Imagine if this was your child. This is what thousands of children are going through right now from abusive parents around the country. Every year 90,000 children run away from home due to abusive parents who let there aggression out on young children. But there is help, “The Children’s Society” is an organisation that works in Britain to try and prevent this from happening. The society runs safe houses out in the country so children can feel safe. This is only possible by public donation to this organisation.
The public (you) have the power to change these children’s future into one that they will look forward too. I have watched two adverts produced to promote/raise “The Children’s Society” to see how they persuade you the audience to give money to this worthy cause. In advert one it uses lots of close up shots, which make the audience feel vulnerable. In the first frame a violent angry man leans into the camera, that makes the audience feel vulnerable. The man shouts, “Shut up and sit down”. This is an extreme close up.
If this makes the audience feel vulnerable the audience wonders how the child must feel. In the second frame, this time instead of speaking the man uses body language. He looks very troubled with his hands on his head, this also is a close up. In the 3rd frame it uses voice-overs and intense sounds. You can hear the echoing of a slap, this is exaggerated. Then there is a blackout and then out of know where you see an arm coming towards the screen this makes the audience feel intimidated. Then a face appears and the hand hits the face and again there is a big echo from the slap that is exaggerated.
Doing this it makes the audience feel as though it is them, like the arm coming towards the screen puts the audience in that moment to give them an idea of how the children feel (pain and sadness). Over all of this is voice over asking the audience questions, this makes the audience watching more involved and forces them to make up their mind on the questions being asked as they are watching it. After that frame it shows an adult leaning out of a window and goes into a blackout and back to that person outside at night slumped against some wall. Then there is a blackout again and it comes back to an extreme close up of an aggressive man.
He is shouting but they have cut the sound so you can’t hear him. Again it feels like he is shouting at the audience and this makes them feel vulnerable. Then it goes to another extreme close up of a man who is looking gloomy and then replaces the mans face with a little boys face which also looks dazed. The audience feels sorry for this little boy and then they have an orange background with black writing that says, “They cant change their world on their own, but we can help”. Using the word we makes the audience feel as though they have to help. The Logo that represents the charity also appears.
The charity logo has what looks like their matchstick children coloured in red, blue and yellow. These colours are what we class as primary colours and we generally associate these colours with children. It’s like ABC, when we think of this we think of young children so the same applies really to these basic colours that young children know. Advert two throughout has a popular Christmas soundtrack playing over the top, which is, “War is over” by John Lennon. In the lyrics it says, “What have you done”, this makes the audience think why this girl in the advert deserves any of this.
In the first frame a caption at the bottom of the screen appears and says that 90,000 children run away each year. While a girl is walking in a busy place. In the second frame a red double decker drives along side her, which we generally associate with our capital London. They have put her in London because she’s a small child all on her own and its such a big city for a little girl to be in. She is not dressed for winter weather. The parents watching would probably not think twice about putting warm clothing on their child when it is cold, so this makes them feel sorry for the little girl.
She stands in front in front of two billboards one with Labradors sitting around a fire and the other has the words trusted and a can of larger underneath. She then walks by some homeless people standing around a fire. Even the homeless people have something to keep them warm. Then she walks past a bouncer who is leering at her. The man is about 40 and she is about 10 and there is a sign near him saying “girls”. She then walks past a gutter with syringes in and a man who looks drugged up. By know the audience are disgusted at what they have seen.
“The Children’s Society” is trying to show to the audience that they need there donations to prevent children from be subjected to this type of behaviour in the world. Then they show the girls face with tears rolling down it. Nobody likes it when children cry and the audience will be feeling very sorry for the little girl. This image is very powerful. Then she comes past a BT billboard that says “Christmas past and Christmas present” a famous quote from Charles Dickins. It doesn’t say future. This suggests to the audience that this girl doesn’t have a future and the only way she will have one is if they donate some money to this organisation.
Then at the bottom of the billboard there is white writing with a black background that says, “Happy Christmas”. This also suggests to the audience that she wont have a happy Christmas. All of these things are making the audience feel more depressed and they want to help this little girl. Then a black background appears with “The Children’s Society” and number 0839 800 900 so the audience can donate some money to the organisation. The depression that the audience feels know is bad and need to know that they have done something to help especially as it is around Christmas time when every should be with there family or friends.
Both of these adverts have one thing in common they try to persuade/convince the audience at home to give money to their organisation “The Children’s Society”, which can only help these poor children with donations from people like yourself. But both of the adverts are in away different in how they get the message across. I think that advert 2 is more effective because everybody feels sorry for the 10-year-old girl. The clever aspect of this advert is as she walks down the street it shows what children can be exposed too and what their organisation is trying to prevent, for example when that man leered at her.
Both adverts are very moving and powerful in how they are presented to the audience. Parents sitting watching the adverts will not want their children to ever experience what the girl or boy experienced from the first and second advert. They generally feel that they have to give some money. When the audience gives money they feel as though they have done something to help these children, especially if they have donated at a time like Christmas when people like to give, and people get satisfaction out of giving.