Advertising: Your chosen campaign (eg. NSPCC)

The ‘Alfie the Astronaut’ is a campaign launched by the NSPCC, the UK’s leading children’s charity, which aims to raise awareness about child abuse and ways to help affected children.
The campaign included a range of media forms, such as television advertisements, digital advertising, and out-of-home advertising.

The central visual signifier in the campaign is Alfie, a young boy dreaming of becoming an astronaut, which symbolises the idea that any child can achieve their dreams if protected from abuse.
Other essential signifiers are the aesthetic choices used, including the transition from black and white to colour imagery when Alfie gets the support and help he needs, which signifies hope and positivity.
The use of voiceovers and audio cues, such as the sound of a rocket launch, act as auditory signifiers to reinforce Alfie’s dream and the importance of a supportive and protective environment.

Applying Barthes’ model, Alfie’s character does not just denote a child dreaming of becoming an astronaut, but has deeper connotations or myths - represent every child’s right to dream and live a fulfilling life unimpeded by child abuse.
The transition in colours from black and white to vibrant colours suggests a transition from a challenging, abusive life to a safer, happier one.

Understanding the myths or connotations in the campaign helps comprehend the ideological messages conveyed by the NSPCC.
The messaging is clear - every child, like Alfie, should be allowed the right to dream, to aspire, without fear of abuse.
It also suggests the notion that societal intervention, such as the NSPCC’s work, can help children experiencing abuse regain a sense of normalcy and hope in life.

The cultural context surrounding the campaign reveals its relevance - the UK, despite being a developed country, still struggles with issues of child abuse.
The stark realism depicted in Alfie’s story resonates with the audience due to the prevailing issue of child abuse in society, thereby making its messaging highly potent.

The campaign effectively uses the myths and connotations to highlight child abuse and the transformative work done by NSPCC.
The campaign’s effectiveness can be gauged through its ability to use semiotics to evoke empathy from the audience and urge action in the form of donations or support for the cause.
One could use the AIDA model to judge how well the campaign seizes the attention of the viewer, instigates a deep interest, arouses a desire to help, and triggers action.