Today I finished working on the similar and existing products document for social and action community. I looked at a range of adverts and short films to see what kind of elements they shared in terms of techniques used.
Looking at similar and existing products I noticed that the majority of them, most of which were based on supporting or highlighting a serious cause, shared similar traits between them. The adverts that I watched relating to serious causes such as highlighting the problems of anorexia and child abuse all seemed to use dark lighting, sombre moods and long shots accompanied by saddening music or voiceovers.
The advert below for the Looking Glass Foundation which offers support for people suffering with eating disorders, uses a lot of close up shots throughout which makes the viewer focus on the things that you may miss if shot from a further distance e.g the close up of the scales as this is a key moment in the advert.
Another advert I looked at which also highlights the problems with eating disorders also used close up shots so that the audience could get a clear view of the girls face, doing this helps to set the mood of the advert as it lets the audience see the pain the girl is going through. The next advert looks at child abuse and continues to use a sombre mood throughout keeping the lighting dark, however when the viewer is introduced to a new child on the screen the shot is then freeze framed and accompanied by a question that challenges the viewer.
I then looked at adverts that were supporting charities such as cancer research uk and an advert for Great Ormond Street Hospital. These two adverts amongst others where entirely different from the previous adverts I looked at as they focused on the good and not the bad. Using brighter lighting, light hearted and upbeat music and positive footage to gain the viewers attention.
The majority of the adverts I looked at also used voice over’s to narrate facts and figures or to narrate what was happening in the advert, as many NSPCC adverts do, and also included websites and help lines that viewers could use to get more information about the subject of the advert.
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