3. CHANNEL 4
Mise-en-scene is specifically used to create the main effect in this newspaper advertisement. A urban city
environment is shown through dark shadowed lighting representing the ‘forgotten children’ being lost in
the alleys and buildings within a city. It focuses on the girl with slightly brighter lighting showing she is the
primary image within the article.
As well as this the blurred image of legs shows the environment to be constantly in movement, it
emphasises the idea of ‘forgotten’ therefore causing the image to tell us more about the program than
writing itself would.
Much like the other Channel 4 advertisements we have seen this advertisement again goes for a minimalist
approach in order to shock and startle the audience. It follows the typical convention of a simple ‘4’
symbol to represent the channel. It does not stand out against the background therefore showing how well
known the symbol is to the public, and representing themselves as a channel who focuses on the subject at
hand, as opposed to the publicity they can gain from it.
Channel 4 also have an extreme lack of writing on their adverts. By simply naming the show and a brief
tag line to state the start the only other information we have is that which we can assume from the image
provided, therefore piquing our interest and intriguing us to watch and find out more.
4. AUDIENCE
This advert is again aimed at a more mature audience. The message behind the image is not
something that would be understood by a usual younger viewer therefore causing us to assume
they are aiming at a 18+ if not 30+ audience base. As well as this, the idea of ‘forgotten
children’ emphasises that it is aimed at an older audience, who are able to reflect of the subject
and understand it. The responsibility of adult is to act in the best interest of the younger
generation therefore by emphasising an issue that is present within all societies people are able to
relate, and be effected by the documentary therefore remembering it. The child is also
surrounded by adults ignoring her please suggesting to us that the children need the help of the
older generation. They are the people who are able to make a difference therefore by placing
them on the advertisement it subconsciously causes their target audience to be draw to it, and
thus more likely to watch it.
