Radial analysis of the NSPCC charity.

1. Radial Analysis Image connotation and denotation: The image that is used for this advert shows a children’s toy which has been treated badly. The image suggests that perhaps some children are unfortunate enough to be treated like the toy in the picture. They have been abused and treated badly. The image would attract the target audience because it would make the audience feel empathy for children who have been treated badly. Colour: The colours used in the advert are quite dark. The background of this advert is a black colour. The only thing with some brighter colours is the toy that lies in the centre. The colours could suggest that children who are abused or that are treated cruelly feel trapped and cannot escape from the cruelty of the world around them. Black is a colour which is sometimes associated with fear or the feeling of isolation. Camera distance: The camera distance for this advert is quite close up. The picture must have been taken from above and the camera would have been facing down, towards the toy rabbit. The close up works well because the shot is simple yet effective. It shows the target audience what the advert is generally about. Product: The product that is being advertised is the NSPCC service which tries to prevent any children from being abused or treated badly. Brand name: The brand name is ‘NSPCC’. This is the name of the company. NSPCC stands for The National Society for the Prevention of Cruelty to Children. Font: The font that is used for the brand name is in capitals and looks quite bold. The font is in green which could be associated with being ‘good’. The slogan is in a slightly different font which looks a little more bold but is still the same green colour. The font which the slogan is in makes it stand out. The font would attract the target audience because it is eye-catching and bold. Slogan: This advert has two slogans. The first is ‘Cruelty to children must stop. FULL STOP.’ This emphasises what the product is all about. It uses capital letters for the words ‘FULL STOP’ to show that the matter should be taken quite seriously. The second slogan is ‘Real children can’t be fixed!!!’. This slogan links with the image in the advert. The toy rabbit can be fixed, however children can not. Exclamation marks are used at the end of the sentence to show the seriousness of the matter once again. (First slogan) (Font) Logo: The logo for this product is the full stop. The full stop symbolizes that the product is trying to completely stop children from being abused. The full stop is quite big showing that it is a serious matter and is not just something that can be ignored. The full stop is a green colour, the same as the brand name and slogan. (Logo) Language: The language used in this advert is fairly simple. Simple language is used to get a clear message across to people to inform them of what the advert is advertising. The language is also quite serious to make people realise that child abuse is something that needs to be dealt with. The sentences are also quite short, making them seem more dramatic. Motive: The motive for this advert is to get the public to understand that cruelty to children is something that cannot be accepted in society and that it is damaging many children’s lives. The NSPCC are trying to stop people from being cruel to children and to persuade people to help children who are being treated badly. Audience: The target audience for this product is adults. I think adults would understand the advert better than teenagers or children. They can also do more to help children in need like donating money and they are also more able to provide help and support to children. Adults might also feel empathy for children who are being treated badly because often adults have children of their own and would hate to think of them being treated in a horrible way. By Johanna McEwen Maslow’s theory: This advert uses quite a lot of ideas from Maslow’s theory. I think it uses the need to survive, the need to feel safe, the need to nurture or care for something and the need to find meaning in life. Need to survive – saving children’s lives and improving lives, the need to feel safe – children can feel comforted and safe from the support they receive from the NSPCC, the need to nurture or care for something – adults and other responsible people can take care of children who are being treated cruelly and some people may think that helping children could be part of finding the meaning of life. (Second slogan)