28/09/20 Monday Media - Most shocking second a day

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General conventions: 


Keywords:
Mise-en-scene <- what's in the shot: objects, props, etc. (see what's around)
Iconography: in depth of a prop (big cake, noticeable to smaller cake)
Close up: an image with a background.

Campaign name:
Save the children 
Save Syrias children
'Just because it's not happening here, doesn't mean it isn't happening'

Audience appeal:
Shocked due to the neglect of help from middle class, white families that see the struggle of children in syria, empathy- the audiences should feel this because it is showing deep tragedy happening that is effecting peoples lives and killing some, guilty because the audience aren't donating to help get children out of those dangerous areas, sadness also because it creates a mental connection in understanding of pain.

Mode of address:
Direct and indirect mode of address (direct when she looks straight at camera) feels direct overall.
Syria- children schools - indirect
Family home to Homeless - indirect
Big cake with lots of candles to a small cake with one candle - direct

Setting:
War setting because bombs are thrown recklessly and people are running for there lives which happen during wars where there was no safety, battlefield setting because it doesn't target a specific group of people it's just lethal for every individual around.

Technical (camera + editing): 
Close up to camera to see emotion change throughout video, capture.
Warm lighting when she's laying down (yellow light = warm)
Towards the end it's cold lighting (looks pale and normal light)
Yellow colour to represent 'happiness' (lots of candles), less happiness when she only has one candle.
Editing changes structure at the end for emotional impact/ connection.

Sound:
No music, makes the advert feel more realistic 
Happy sounds, playing and laughter by child, until war atmosphere takes over
Natural sounds (news, rain, walking, running, talking, breathing, children screaming)
Louder, darker tone, danger sounds: warnings, bombs, screaming, talking with fear.

Language: 
Joyful speech at start with family and friends, to scared anxious language closer to the end.
Tagline: 'Just because it's not happening here, doesn't mean it isn't happening' 
Less speech due to fear when homeless and cold.
Logo in video of child holding a hoop referring to happiness that a child should have but has been robbed of in this charity advert. 


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