Syria charity advert

General conventions

- the campaign name is Save the children in Syria

- throughout the advert it is giving an indirect address until the very end when the girl looks straight at the camera as soon as the woman says 'make a wish"

at the beginning of the advertisement the audience feels confused however nearing the end of the advertisement they start to feel guilt and empathy as in the video it starts to show what is really happening and what the cause of the advert is.

Camera/Editing

 - The whole advertisement is shot in middle shot and it is the close up of the girls face to show the emotions of the girl as the advert moves on. For example at the beginning you can clearly depict that the girlis joyous and happy due to her life being in a normal state however as we progress on, the girl begins to have a change in mood and starts to look more melancholic. the audience response it immediately based on how the girl is feeling as they want to know the full background story of what has happened.

Props

- At the beginning of the advert, it starts off with the girl blowing out a birthday cake with many candles and it portrays a positive mood however this contrasts at the end of the advert as it shows a smaller cake with only one candle and shows that the girl is traumatised and hurt which conveys how fast war can change young children lives whether or not its far from us or near.

- Moreover, during the beginning of the advertisement you can see that in the small sections that are filmed the girl has food but towards the end of the advert she is forced to eat a rotten apple which highlights that as a white middle classed child, her privilege can immediately be taken away.

- Throughout the advert, the girl is seen always with this white teddy bear which suggests that it is a sense of comfort for the little girl, but at the end scene the bear isn't in the scene which indicates that all sense of security and comfort has gone. Furthermore, at the start of the advert the girl holds the teddy bear happily and indicates that it is just a toy at that moment however it changes suddenly at the end as she's seen gripping onto it and shows her crying into it instead of smiling like she did at the start.

Lighting

- Beginning has a warm yellow tint colour which shows how domestic and homely the environment is but nearing the end it has a bluer tint showing the melancholy and sadness 

Sounds

- High percentage sound

- Military

- News and a darkening tone towards the end makes the audience feel guilt and almost terrifies them

- 90% SFX

Written Language

- Throughout the advertisement there is not much dialogue being said but at the beginning of the advertisement "Make a wish" and also at the very end of advert

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