NSPCC Advert - Open Your Eyes

NSPCC - Open Your Eyes 2000

https://www.youtube.com/watch?time_continue=1&v=XsMuGefVvno

• There are innocent children who needs help, specifically ours.
  
• The grey-scale filter connotes depression and despair, this contrasts with the colour of the logo which is green with connotations of positive, go, action and first aid.
• The diegetic sounds of a baby crying to make the audience feel emotional, and then non-diegetic sounds of sad music and the voiceover.
• The first scene features a background of teddy bears rubbing their eyes, as if they were crying.
• The story of Miles in the cot takes place at night, with an empty bottle, this communicates with need and neglect, the lexis used is the baby is calling for his mum, this creates an enigma code for the audience wondering where the mother is and why she isn't there to respond. The audience will want to help. The message says 'Miles is a quiet baby' however it's the opposite.
• The voiceover is saying specific words with emphasis, with the anchorage of text it says the opposite, this creates suspicion as people may of heard similar things.
• Another story takes places in another bedroom, usually associated with being a safe-space however they don't have that. She is hugging her soft toy for comfort, with a close-up shot of her eyes, direct address to the audience. The text says 'Josie's always bumping into things' we hear words from the voiceover who is describing a story such as 'a fist' and then a sound of a bang, to show that Josie isn't clumsy, she's being abused.
• The boy is vulnerable because the scene is shot from a high-angle, giving us the power and with that power, it should be used to help. 'Tom doesn't tell his parents anything', we see that Tom can't talk to his parents, he then pulls a blanket over himself to hide.
• 'Open your eyes', direct address to the audience to pay attention.
• We see information at the start of the advert and then we see the logo and the donation you need to make, with the phone number.
• We also see a girl staring outside of the window, the use of an enigma code creates a sense that the girl has been abandoned or isn't allowed to leave the house.
• In this advert, children are represented to be vulnerable and innocent, as adults, the audience will feel responsible to help.
• '£2 a month Protection', '£2 a month Safety', '£2 a month Hope'. The words are in bold and in the colour green the are words that the NSPCC will offer.
• The narrator at the end of the advert says, 'Together we can help stop cruelty to children. Full stop.' It feels inclusive, the audience will want to join in.