Save the Children- Most shocking second a day video

Camera and Editing

There is only one camera shot used in the advert which is a close up shot and this is to show her emotions change throughout the advert. She is always in the middle of the camera shot and even though she isn’t making direct mode of address until the very end it feels like she is making direct mode of address. And when she makes direct mode of address when she goes to blow out the candle it is a sign to the audience to donate to help her, and could suggest that her wish is things too get back to the way they were before.

In the editing the advert is Ridgely structured as each scene shown is only one second long and this is effective as it shows how quickly someone's circumstances can change. 

Language

The text at the end where it says 'just because it isn't happening here doesn't mean it isn't happening somewhere else' is a very powerful message as it shows the audience that even if its not here it is still having the same effect on families in other countries as it would effect families over here if it was to happen here. By doing this it would encourage people to donate as they have seen the impact a war would have here and they wouldn't want it to happen to another family. By putting the country the advert is appealing for at the end it makes people more likely to continue watching it, because a lot of people don't care about what's going on in other countries and by only mentioning it once it doesn't become one of those 'repetitive' ads and this would make people more likely to donate as they actually were enjoying watching the adver.

Mise en scene

At the start of the video the setting is in the family's living room, it is very big which could suggest that they're a middle class family however moving on in the advert you can see the little girl in a bedroom most likely her mothers. The bedroom has a large mirror with a dressing table and has a lot of spare space just like the living room, this connotes that they're a middle class family as a working class family wouldn't have the space for a dressing table in their room or if they did they wouldn't have a lot of spare space in the room like they do. However this lifestyle soon changes for the family when the war comes, this is shown by the fact they move house but it isn't an upgrade it is a downgrade. The house they move to is very run down, however because we know the context of the situation they probably didn't have the choice of where they wanted to move due to the war.  And then at the very end of the video the mother is sinning happy birthday but this time its not in a house it is in a tent which could suggest that they're in a refugee camp, this shows how damaging the effect of the war is as it has made this family vulnerable and in a position they never thought they would be in.

Lighting 

The lighting in the advert goes from warm bright lighting to blue and dark. At the begging of the video it started with bright dominant colours such as yellow, this connotes that this was the time in their life where they felt happy and safe, and then when the news of the war starts coming in that's when the lighting starts to get darker and this connotes that there is a negative change and death is to come. And this was correct because even though we wasn't told that her dad died, by the last clip where it was only the little girl and her dad we can gather her dad died. Also at the end of the video we start to see warmer lighting coming in with a a candle which could suggest that there is still hope, however the little girls face still looks blue and pale which could connote that even though the country as a whole is getting to better days mentally she isn't as she has watched an experienced a lot of tragedy at such a young age.

How does the advert appeal to the audience

The advert appeals to the audience by setting the war in Britain, this is very strategic as by setting it in the country the audience lives in it creates more of an emotional connection as they are seeing the effect it would have on them if what was going on in Syria was going here. And by doing this it encourages them more to donate. In addition, the ad appeals to the audience because they are using a child to tell the story. This make sit more appealing, as the adults donating probably have a child and by seeing what a child goes through during a war it will make them want to donate because they wouldn't want their child to be in the same position. The advert also uses the emotions of sympathy and guilt to get the audience to donate, this is by using a child as the character of telling the story and showing what she goes through and by doing this it will make the audience empathies with her and think that their donation could really make a change in her life.   And if they don't donate they will almost have her 'blood on their hands' if she dies, which plays with the emotion of guilt.