Contextual analysis for an existing advert I took another advert from the NSPCC, this was a print advert and included an image of a girl looking upset as well as a tagline at the side reading ‘Simply having a miserable Christmastime’. This tagline was from a popular Christmas song, but changed the lyrics from ‘Wonderful Christmastime’ to ‘miserable Christmastime’. This showed how whilst many are having a nice Christmas, there are many children left in a miserable state. I analysed this advert on the following slide.

Other campaigns This is a previous Christmas Print advertising campaign from the NSPCC. The lyrics to a popular Christmas song ‘Wonderful Christmastime’ have been replaced with having a ‘Miserable Christmastime’. This can stand out to people as we believe Christmas is a happy time, with lots of family and friends around. This will evoke emotion when people start to realise that not all children will be happy this year. This will especially target parents as they will struggle to imagine how children can be abused, especially at such a positive time of the year. They will be able to relate to this more heavily as they will struggle to imagine a child in this situation, especially as they have their own. The bright pink colour initially stands out and grabs out attention. As we being to read the slogan, we quickly realise that this is not a positive poster and is in fact about having a sad, lonely and ‘miserable’ Christmas. The image of the child at the side evokes emotion from the audience and also proves the point of the poster that children will be neglected this Christmas whilst others are having a happy day with lots of laughter. Emotional persuasion is used in all of the charity appeals by the NSPCC as they want people to feel sorry for those children in such a devastating situation. Decisionmarketing.co.uk, (n.d.). NSPCC shows 'not so Merry Xmas' - DecisionMarketing. [online] Available at: http://www.decisionmarketing.co.uk/news/nspcc-shows-not-so-merry-xmas [Accessed 10 Dec. 2015].

Another campaign from the NSPCC Another campaign from the NSPCC. Unlike the previous advert, this one gives more detail about how you can donate to the charity. The main similarity between the campaigns is that they both heavily evoke emotion. This campaign is not a Christmas advert but does show a child who has been abused. The image used here is very clever. The picture is split into to halves; The left side is showing a child cold, crying and with a bleeding nose which are obvious signs of neglect and abuse. The right side of the image shows a child who looks fine from the outside. The message here is that a child doesn't necessarily need to show physical signs of abuse but instead can be emotionally and mentally hurt from abuse or neglect. The tagline at the bottom of the advert is ‘Trust Your instincts’ and this tells people that if they have a feeling that a child is being neglected or abused they should immediately contact the NSPCC and to continue with the thought passing. Underneath the main tagline reads ‘your text could change my life’ and this is a very powerful line that will strike the audience as they begin to read it as they will begin to realise just how serious the issue is. The main link between all NSPCC adverts is that they strike the audience emotionally and they feel upset that children would be put in that sort of situation, this urges them to donate to the charity and help in the fight against child abuse. Jasminjemprice.com, (n.d.). jasmin price / designer / portfolio. [online] Available at: http://www.jasminjemprice.com/nspcc.html [Accessed 10 Dec. 2015].

NSPCC TELEVISION ADVERT This television advert from the NSPCC once again strikes the audience and evokes emotion. The story line of the advert is about a young boy named Alfie who's dad passed away. Throughout the advert you can see the boy during astronaut training, happily living his dream although the voiceover is the opposite, talking about how his mother met a new man that became aggressive when drunk. Alfie was punched in the stomach by him and after a trip to the hospital the NSPCC became involved to sort the situation out. The voiceover was read in Alfie's voice to make the story more personal. This has been done to evoke emotion from the audience as they really feel sad about how Alfie has been effected and the contrasting video makes the audience realize that their donation makes a happy childhood for millions just like Alfie. A female voiceover takes over at the end of the advert to explain how important donations are to the NSPCC and how you can help millions of children become free from abuse. The main link between all NSPCC campaigns is that they evoke emotion from the audience to make them feel connected to the disadvantaged children in the adverts. This will make them more likely to donate as they will feel part of the story. YouTube, (n.d.). Alfie the Astronaut - NSPCC TV Ad. [online] Available at: https://www.youtube.com/watch?v=6w0CBQrWBDc [Accessed 10 Dec. 2015].

The adverts all have one main thing in common in that they seek emotion from the audience. Seeing a child being abused or neglected will emotionally appeal to every person. It seems that they tend to target parents more, as they would never be able to imagine a child in that situation. Emotionally targeting the audience makes them more likely to donate to the charity, they will be more likely to donate with a negative story than a positive one, as they will feel sorry for the children and want to help. They use young children through all of their adverts as this will evoke more emotion than including an image of a teenager for example. People feel that younger children are much more vulnerable and will be more likely to help them.#