charity advert analysis, one second a day
General conventions
The campaign name is called save Syrias children. Save Syrias children is a charity who's ideology is based around the Wars that have been taking place in Syria for nearly 8 years. Bombs have rained down on children's homes, making them without basic necessities such as warmth, shelter, food and many more. This campaign is put in place to make sure Syrian families are living with these basic necessities. During this video, we can see the connection between the campaign and the advert and it becomes clear on what message they are trying to get across. This video shows a girls life throughout a year, in a selection of one second clips. In the first clip it is shown to be her birthday, so she is blowing out candles. As the video goes on, we see her get evacuated from her house. These one second clips, emphasise the process of the war they are living through and what it is like to have to move due to them. These clips make us feel guilt and empathy for the girl in this video, which means that the message the charity is trying to get across is working. The fact most of the video is in a direct mode of address also connotes this.
Use of camera and editing
During this advert, we are only shown one shot type throughout, which is a medium close up. This shot type is focused around the little girl, with most of the frames having her central and front on. Using this shot type could make us as an audience, connect with her and feel as if we are living through her expierence with her. The editing of this video, is all done in around one second clips. These one second clips work as a narrative and gives us a story on what children have faced and still are facing. At the very start, we are shown a series of one second clips which show this luxury lifestyle that this family lives through. We can see this in the mannerisms they are doing such as a birthday party or even down to little things such as costume and their house.
Props, costume and mise en scene The props, costume and mise en scene works around the narrative and follow this narrative. For example, at the beginning the first prop we see is a birthday cake with the young girl blowing out candles. This connotes celebration as well as luxury. This first scene connotes with the last scene which is the young girl with a less luxurious celebration. For example there is no longer a cake and her family around her instead there is a bowl full of porridge with a candle in and her mum. The loss of this happiness they experienced at the start has now be represented throughout these one second clips. The costume at the beginning differs from her own clothes and school uniform. Later on she is shown to be in her school uniform for a while, while it progressively gets dirtier. Later on she is shown in a hospital gown. These different costume links to the narrative and what she is going through.
Lighting and colour
At the start, there is a warm light which connotes the happiness that the young girl is feeling. As the video gradually goes on, the lighting contrasts to a more dull and grey light. This contrast works with the narrative as the events she is going through is making the video go from a positive video to a negative. This could also be shown through the girls body language and facial expressions. The lighting and colour is similar in the first few scenes until it gradually gets darker and more dull.
Sound
The sound throughout this advert varies. Each second clip contains a different sound, some being voices or some just being wind or sound effects. However, at the end, the use of sound becomes important as it builds up the narrative. In one of the clips the girls father has been left behind and her voice of screaming 'Dad' emphasises her emotion and it makes us an audience feel sorry for the family. The use of sound effects also adds to this emotion. We can hear bombs and loud explosive noises which makes us feel a sense of empathy.
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