Save The Children Advert

 Camera and Editing:

Within the advert there is only a use of one camera shot being a close up shot. However, it is not an extreme close up shot as you are still able to see the atmosphere/ the actions taking place in the background. The use of this camera shot to show the change in her emotions throughout the entire advert from start to end. This is also shown through the use of a ridgely structure. Although she doesn’t make direct mode of address in majority of the advert, she makes direct mode of address at the end to make the audience feel sympathetic due to the stages of emotional clips that they have watched prior. This directs to the audience that she wants their help, in order for things to go back to the way it was before and that they could do this by donating towards the cause behind this advert. The camera shot use front to add is a close-up home it’s not an issue and close up as you’re still able to see that it’s taken place in the background this gives the audience an impression of what happens and what the girl also known as the main character suffers throughout and how her motions change over time due to the effects of the events. The use of the camera shot not changing keeps the direct mode of address that the child makes with the audience consistent, gradually this begins to build sympathy and empathy from the child to the audience because due to her direct of address they are able to feel that her emotions on a personal scale.

Lighting:

Within the advert use for this video at the beginning of the video there is a warm light to enhance the happy mood that the character is in however as the video gradually continues the lighting dulls and turns cold to give a grey background and to embed that events have taken a turn for the worse and that there is a negative attitude throughout the rest of the video as the audience proceeds to watch it. With the effect of the light in the expressions on the characters face goes from happy to scared to and curious to upset, this is represented through her change in her smile. 

Mise En Scene:

The use of mise on scene in the advert builds narrative. For example at the beginning of the advert the prop of a cake and a candle represents happiness family and celebration however at the end they used a candle but instead of a cake it was in a porridge which represents the loss of certain family members, the lack or celebration and the lack of happiness that has now be represented in the span of a years time furthermore the use of the teddy bear which she holds for a video represents I has a very important to her and it’s her one connection to all the memories that she has made in the past which are full of joy and happiness and excitement.