Smile Campain

Smile Campaign

Research existing TV and print adverts for the smile campaign. 

Typical conventions of a charity advert

• Expect emotional response- Emotional response can be carried out in many ways from making you upset and cry about a touching subject or even getting angry. But in this case we are trying to trigger a positive response that will make people smile.   

•  Real life footage- The producers will choose to show actual footage of the dirty, unhappy life style of the person the charity focusses on.

• Stereotypes- Most TV charity adverts focus on black children, the public just expects a black person to feature on a charity advert now.

• See humans/animals at there lowest point- The adverts won't go easy on the viewers, they will show the humans/animals at there lowest point. They particularly like showing dogs at there lowest. They show them dirty, hungry and crying to try trigger an emotional response. 

• Contact information displayed- without contact information the viewers wouldn't be able to donate to the charity.

• sound track or musical score

• black and white
• ambient sound
• direct mode of address
• outro
• narrative