CONTENT ANALYSIS

Content Analysis

Content Analysis

An advert is usually used to promote or sell a product. The two adverts I will be analyzing are different as they are not trying to sell something, but they are trying to promote their charities. In this essay I will compare how they represent their charities. Both adverts were shown during a soap opera before the watershed period so they attract different audiences.

The National society of prevention of cruelty to children advert is directed more towards children, teachers and parents. It's trying to make people that are surrounded by children that if they notice a difference they shouldn't just ignore it. "The British Heart Foundation" is trying to make all smokers aware of the affects of smoking, mainly middle aged people who enjoy socializing. The British Heart Foundation are trying to help you, the NSPCC need your help. The "NSPCC" advert is a very touching story and the ventriloquist doll adds to this effect because it shows how this girl is just a puppet and controlled by her abuser. The British Heart Foundation uses the simple technique of showing you disgusting images to put you off smoking. It shows what it does to your inner body and makes you realize how bad it is which links to the technical side of the advert. In the NSPCC advert the puppet represents an abused child that can't say her feelings because she is scared of the consequences. Her abuser is there constantly even though nobody else can see him. He controls her like a puppet.

The NSPCC advert uses very dull colours and not bright colours like what you would expect to find in a primary school. In the British Heart Foundation advert the main colour used is black, to symbolize death. The girl and her abuser are at the back of the classroom in the dark but the puppet is more in the light than him, showing how the others cannot see him but he is with her all the time. There's only natural lighting coming in through the windows so it looks real and as if it was actually happening. The British Heart Foundation uses a lot of superficial lighting in the pub but it's not too bright. In the science lab however, it's a lot lighter. This shows how the pub is full of smoke and is dirty, whereas the science lab is smoke free and clean. In the first cut we are shown the abuser staring at the puppet angrily as she looks down. It's like she has done something wrong. The shots are clean cut and normally last a few seconds. Most of the camera angles are midshot and just show the puppet on he's lap, it shows us that he is controlling her, although there are establishing shots too. In the British Heart Foundation advert the shots are quicker and the advert shows us more images, because it has more to prove and rather than just tell a ...