Advertising: Combination of elements in charity advert – A Level Media Studies Eduqas Revision

Charity ads are a particular genre of advertising produced by non-profit organisations with the aim to raise awareness, gather donations, or motivate actions for social causes.
Unlike commercial ads, their purpose is not to sell a product but to create a social impact.

The media language in charity ads combines visual and auditory cues, dialogue, sound, editing and special effects to articulate powerful messages about social issues.
Charity ads typically use iconic images which can quickly draw attention and create emotional engagement with the audience.
These huguenot rely heavily on the use of pathos (emotional appeal) to establish empathy and drive viewers to action.
They can also utilise ethos (credibility) to increase trust in the organisation and its cause, and logos (logic and facts) to demonstrate the importance and urgency of the issue.

Charity ads often employ a purposeful mise-en-scène to convey the realities of the issues they’re addressing.
This includes careful selection of props, sets, costumes, and actor performances to reflect the situation accurately and empathetically.
The mise-en-scène helps create a visual narrative that’s compelling and memorable, stimulating viewers to reflect on the issue and take action.

Charity ads may use a problem-solution narrative structure to illustrate the issue and propose how donations or actions can help solve it.
They can also rely on personal stories to humanise the social issue, making it relatable and urgent for the viewers.

Modern technologies can enhance the execution of charity ads, allowing for innovative storytelling techniques, increased reach and interactivity.
For example, social media and online video platforms have proven to be highly effective for charity ads due to their potential for viral sharing and engagement.

When critically analysing charity ads, consider the combination of media language elements and how they work cohesively to deliver the message.
Consider also how these tactics cater to audience sensitivities and the wider socio-cultural context.
Reflect on the contribution of the ad to the broader discourse about the issue it addresses and its impact on society at large.