Analysing and Evaluating

After identifying the client and their needs in the brief, as well as researching some statistics on mental health in 2020 and the effects of smiling, I went on to research some charities / wellbeing campaigns and adverts. 

I think when looking at charity adverts, we expect to see real footage showing what the charity focuses on. For example on a Save The Children advert we expect to see the charity showing children requiring help, or in a RSPCA advert we expect to see animals. 

In this advert for Save The Children, it focuses on a young girl fighting for her future. It talks upon stereotypes and first impressions, but it's main aim is to see the world from her perspective. In each clip, she is shown in the same position, at the centre in a mid shot, showing how she is the key signifier and is representing all of the children at the centre of the topics mentioned ( a child soldier, a child bride, etc. ). When focusing on the mise-en-scene, what makes up this video is the use of props, lighting, and the people involved. Throughout the beginning of the video, the lighting is all natural, and at some points quite dull and foggy. As well as this, we see the groups of people behind her all in the same situation, emphasising how many people need our help, therefore making the audience feel sympathy for those in need. The mood of the advert then switches - the natural lighting now making it more bright and airy, while the people behind her are shown enjoying themselves. The setting now shows her in a school and a hospital, emphasising how she wants a good future. The video ends with her stating 'I am worth fighting for'. The emotive language used creates a sense of sadness for the audience since we see first hand what she has gone through and she's only young, therefore immediately making the audience feel sympathy for the position she is in. 

Secondly in this advert for the charity Shelter, we see just some examples of children facing homelessness at Christmas. The lighting of the advert is very dull and dim, reflecting onto the mood of the ad since the topic is quite upsetting. Again, positioned at the centre of the screen are the children - representing what the charity works for. Throughout the advert, the charities phone number is on screen, urging us as the audience to ring and donate our money to the children. They repeat the line 'text home to...' furthering their point of the ad, wanting us to help them. The ad begins with statistics on how many children wake up homeless on Christmas day, immediately making the audience feel sympathy for the children involved.

When it comes to mental health TV adverts, this one by Llyoyds Bank I think stands out. This adverts aim is all about talking about mental health since it's a normal thing which a lot of people go through, yet lots of people feel they can't talk about it. By including a range of different ages, ethnicities, etc. the target audience for this advert is absolutely everyone, as it's something a lot of people relate to. Furthermore, by using celebrities I think it represents the topic further as it connotates how this is something everyone goes through, no matter if you're a celebrity or not. The use of props was use quite well (the sticky notes) in this advert as the point is immediately recognised by the audience.

 

When looking into adverts around mental health, I thin this one produced by the NHS represents mental health quite clearly. The story is explained through the use of imagery - where his brain should be we see a rollercoaster, representing his thoughts, showing how mental health can quite literally feel like a rollercoaster due to the mix of emotions going on in your brain. The colour palette used is also quite dull, due to the topic being quite serious. The use of text also fits the ad well - while there isn't much text used since the imagery speaks for itself, the alliteration in the statement 'Every Mind Maters' I believe is quite bold, and is all that need to be said.