Campaign Comparison

RSPCA-home for life Campaign

 This TV advert campaign is targeted at elderly people who have pets. It makes the audience feel sad which makes them want to sign up to the campaign so it uses emotive language to appeal to the old people who have most probably lost family members and friends so they would know how their pets would feel to loose the ones close to them. To help this, the advert has filled silences with dreary, unhappy music. 

The advert starts with the cat standing outside meowing to get inside, showing the audience what it would be like if the owner was to leave or to pass away. Which makes the audience feel sad for the animals, making them want to find out more about the RSPCA campaign. The advert uses a rule of three half way through. The speaker says 'your pets give you their love, trust and loyalty'. This reminds the audience of how much they love their pets and if anything were to happen to them, they would want their pets looked after.

 The images of the dull looking house make the audience for sympathetic for the cat. The way the speaker is speaking, makes you want to carry on listening as it feels like he is talking to the audience. There is a change in atmosphere when the lighting changes, making the audience think the cat is happy with its owner, unlike before when it was lonely. This is where the logo and number appear on the screen with 'home for life is a FREE service from the RSPCA'. This is the name of the campaign and the free capital letters let's the audience know that it is a free service and that they are doing it for the pets welfare and a piece in mind for the owner. The RSPCA logo stands out from the rest of the background which allows the audience to instantly know who is doing the campaign.

The name of the campaign is constantly repeated as well as the logo and phone number. The music gets a little brighter when the speaker says 'and we will do our very best to find your pet a loving home'. Then the cat is joined by the RSPCA lady who speaks in a calming voice to the cat showing they are nice and will look after the pets.

These RSPCA posters clearly show that they are from the same campaign as the advert, with the same cat as the first one, the same font, the same number and the same logos. In the first poster, you can see the cat, it clearly shows it is looking in to the window, looking sad. In the second poster, I think it shows more emotion. 

The dog is sitting, in the dark looks out the window. It is looking very isolated. The words at the bottom of the poster 'Who'll look after me when you're gone?' Makes the audience feel sad for the dog. The words are aimed at the owner from the dog which brings emotion and makes you feel upset by thinking the dog will be left on its own. The logos stand out on both posters, making the audience aware of who the campaign is from.

Macmillan cancer support-Not alone Campaign

The Macmillan cancer support campaign is targeted at all ages but mainly at middle aged men. I think this is because on the advert, there are a range of ages and genders included however, the majority of them are middle aged men. I think this is because men are less likely to go to the doctors than women are so it is raise awareness to them. The adverts purpose is to get people to donate money to the campaign. The advert starts with a man at the doctors, speaking to his doctor. The doctor has just told the man that he has cancer.

The way the camera moves and becomes out of focus from the mans point of view makes the audience feel upset and worried for the man, making the audience want to help him and the advert is telling them that they can, by donating to the campaign. When the man leaves the doctors, he is walking down the corridor and sad music starts to play, another way of making the audience feel sad. The advert is focusing on the one man which appeals to more people because they are thinking of the one man. The man starts to fall in the corridor and then the screen switches onto a little girl at a playground where she also starts to fall and then the advert shows many people falling, showing the audience that anyone can get cancer.

The advert then has a voice over saying 'today, 889 people will be hit with the news they have cancer'. This fact would make the audience feel very shocked at the large number of people who could be faced with this news. 'Then it will hit everyone who loves them'. This use of emotive language makes the audience picture themselves in the people on the adverts shoes. The beat of the music then changes to a happier beat and it goes back to the first man, showing him falling and a nurse running towards him. The advert shows all of the previous people falling with someone there to catch them. The speaker says 'no one should face cancer alone' 'with your support no one will'. The use of direct address to the audience makes them feel like it is their responsibility to support the Macmillan cancer campaign. The advert ends with the Macmillan logo and slogan "We are Macmillan. Cancer support". This is the way everyone will recognise the campaign. It also has the email address where people can find out more about how to donate to the campaign.

             

These Macmillan posters have the same layout, colours and font as the advert, showing they are part of the same campaign. The first poster says 'No one should face cancer alone' with their slogan next to it. These words may mean much more to some people, the ones who have or have family and friends who have or had cancer. This would make them picture these friends, family or themselves facing the cancer alone, making them feel they need to donate. 

The other posters are telling the audience to get involved, find help and to donate. The people who get involved and donate are the people who are supporting the campaign and the people who are finding help are the ones who the supporters are helping.