The camera was placed right in front of the children, except for Adelia because the advertisers wanted to emphasize the environment as well as her. The other children aren’t moving more than their heads, this is probably because if they di the viewers wouldn’t be able to see their emotions on their faces. A wise trendsetter once said ‘looks are everything’ (I think it was Cher). How they portray Adelia, and how she moves says a lot about everything. The way she is moving gives us a clue about her unhappiness, and her loneliness.
The way she is walking, and taking one pace at a time carrying her basket of water shows us that whenever she does, she does to survive. Then when she gets the water and starts slowly pacing away from the area, I can sense that she feels that she believes that one day is coming when this poverty shall end, and that she will have a family, shelter, and be loved.
They use a lot of children faces because they know that children are innocent, and haven’t got the means of money to take care of themselves. They also show them for a period of around 5 – 6 seconds, and then they change it to the next picture. Each time they change to the next picture, the page slowly closes, and then opens again to another child’s misery. If you don’t pay attention to the advert then you wont see that. The pace of change is very steady, and slow, so that you can see the expressions, and emotions on their little faces. One boy has tears running down his face, and he is saying, “Is this all there is?” and another little boy says, ” Does anyone care?” They ask rhetorical questions to make us the viewer think, hang on we should stop caring about ourselves and being selfish, and we should learn to care about others. Both of the boys think that no one cares, and they are right, not a lot of us care today.
Enlarging the picture is a good way to show the feelings of some of the children. Air brushing bits is sometimes a good way because it shows only the important sections of the image. The images take up quite a lot of space especially in the beginning, because the pictures were close shot. I think the images fit in well with the overall design of the ad, because when I think of the people in poverty, I think of the shabby poor areas, and that’s what they have been able to portray.
There is no brand name, because there is no actual product, but the name of the company is World Vision. The slogan that I heard them say at the end was ‘Choose to change a child’s life’ which I think relates to the image because the children’s lives don’t mean anything to them. They have no chance to experience love, so we could change that. The words ‘Choose’ in the slogan patronizes us saying that we can either be selfish or caring. And that all the child’s solutions lie in our hands, and out of our pockets.
In the background of the advert, there was backing music. The music was slow and swift. It was the kind of music that makes you think, if you had to be silent for Remembrance Day. There was also a person speaking over the swift music, and there was text on the page in which was disappearing whilst one was appearing. The music would not appeal to the younger generation because it’s not very beaty, or lively, so they would probably overlook the adverts. There’s a female voice over the top, a I think it’s good that they used her voice because it matched the kind of music they played, and the pace she spoke at matched the pace of the music. Being female also shows vulnerability.
She spoke in formal language, mainly because they are targeting an older target audience, and not a younger one because they’re not likely to spend the little pocket money on something that doesn’t affect them directly. On the children’s faces, you could see that they’ve all been through similar experiences, and that is why they used those children in the adverts. The advert does have a story, but it hasn’t come to ending part yet it seems. I think in the end though they will find happiness, and someone out there will open their purse or wallet, and bring out a fat cheque, that’s able to help many people.
Because this ad is aimed at the older target audience, then if it were to be advertised in a magazine it wouldn’t be Mizz or J17, it would be more of Readers Digest, or magazines for adults. You would probably see the advert in a tube station underground on a poster. If this ad is published in a magazine it would be somewhere in the middle pages because now-a-days people consider other things more important, and they try and squeeze the other things in if they can. On television, they usually do this advert around the morning and the afternoons and then the evenings. I only see this advert after the news has been told, which gives you another hint to who it’s aimed at, which is adults. I’m not sure where else they broadcast this advert but I would suppose that it would be broadcasted in the rich MEDC areas of the world like London, America, Japan, and other parts.
The overall message that the ad gives is ‘Choose to change a child’s life’ Creating my own Advertisement When we were constructing our own advertisement that meant that we were doing a lot of thinking as if we were the advertising employees. We had to consider our target audience first, so that we would make our product around the people who would buy it. We had to select a social class, the age of people we wanted to aim it to, and whether the product would be useful to both sexes.
After thinking about the target audience for a while, we came up with the age group we wanted to use. We agreed that the age group would be between 15 – 25, and it would be working class people. The reason for this is because we wanted to pull teenagers and early adults to buy our product. We thought that teenagers played a big part, because, once they saw the product, if it was good then they would go and buy it, or make their parents buy it for them. So, when they have it on and friends happen to notice it, they would want to purchase it too. We thought that whatever was in fashion is what the majority would follow.
Earlier before we started thinking about the jeans itself, we still needed to discuss if we were going to make jeans tat would be of use to both sexes, or just for one. To be honest, at first, I didn’t have a clue about what it would be called, the colour code, or anything, but after discussing various options with my group, we were able to come up with a name. The name is the most important point (besides the product and the people buying it), because it says a lot about the product. We people were to hear the name or come across it; they would expect it to match the product. We had series of different options for out brand name. Out main three were ‘Enflame’, ‘Flammable’, and ‘Flammable Jeans’.
We chose the name Flammable after we sent a survey around the class, and they chose Flammable as their best brand name for our product. Now knowing our brand name, we had to start drawing out what flammable would look like on out final poster (Billboard). When I was developing to get my final design, I had to experiment with different colours, and different types of font. Without doing that, you would be wasting time and wasting paper. As you can gather from all of my rough sketches, out of all the colours I experimented with, I chose Red, Orange, Yellow, and Black to colour in my Flammable design. All four of us in our group had to do the same thing so that when we put our designs together; we would pick the best one.