This document contains summaries of 3 different advertisements: 1) A charity advertisement for Crisis Relief Singapore seeking more volunteers to help families in need. The image of a mother and child connects to people's desire to help through body language. 2) An anti-childhood obesity advertisement campaigning against parents buying junk food for children. It aims to show that children model their behaviors after their parents and cannot distinguish right from wrong without parental guidance. 3) An advertisement for a company working to stop abuse against women. It features an image of a woman with her mouth replaced by an internet search box to represent how women lack the right to speak. The direct eye contact is meant to grab the audience's attention.

1. Analysing Adverts
JACIRA CARVALHO
S1403451

2. Liking isn’t helping.
This is a charity advert.
CRS – Crisis Relief Singapore.
http://www.crisisrelief.org/
They are trying to get more
volunteers to help
necessitous families.
The anchorage
works really well with
the image as it
directly connects to
the people’s body
language (showing
their thumbs up to
the family).
I believe that the target
audience is adults as they are
the ones that have access to
the money (they are able to
raise money to the charity).
This might also call more the
women’s attention because
the people being shown is: a
female and her supposed son
suffering.
The colour scheme being used is the grayscale.
In this advert, the colour black might connote to:
death, misery, fear. This is a charitable organization
and therefore white might connote to innocence,
simplicity and safety.

3. ‘Break the habit’ – Childhood Obesity
ad
This is a campaigning advert against Childhood Obesity. They are
trying to stop adults from buying junk food to children.
They are somewhat saying that the children’s obesity is the parents’
fault. The advert emphasises the children’s innocence and the
scenes show that they only do what their parents do. They see them
as a role model and are unable to decide whether what they are
doing is wrong or right.
It is up to the parents to teach them the good things, such as: not
eating junk food.
The target audience is every adult especially the ones with children.
http://petapixel.com/2
013/06/28/ad-
campaign-uses-
powerful-photographs-
to-explain-that-
facebook-likes-dont-
help/

4. Women have the right to speech
This is a company that is
trying to stop women’s
abuse. They believe
women have the right to
speak.
The image works really well with the
advert purpose. The colour black
emphasises the woman’s sadness and
the dark background makes her look
mysterious.
The logo emphasises that the company is totally dedicated into helping the female population.
Therefore, I think that women will be the ones wanting to help.
The internet search box is replacing the woman’s mouth. It is easy for the audience to
recognize the internet ‘search box’ as people are used to watch this every time they
search for things on internet. This dramatizes the image and it highlights that she has no
right to speak.
The advert easily calls the attention of the audience. The image is a close up to the
woman’s face which entirely occupies the advert. The image is centred at the eye
level; the woman is making eye contact with the audience (direct address).