NOTE: The reaserch here was completed in the script. For the completed and compiled reaserch, please read the script itself instead.
UNICEF
For Every Child
AUDIENCE
Age
The audience for this would mainly be around 18 and up, as people younger than 18 often do not have large amounts of money to donate. However, it is not restricted to 18 and above, as people younger than 18 can donate small amounts. However, the below 18 age range is most likely not priority.
Gender, Ethnicity and Sexual Preverence
all genders, ethnicities and sexual preferences are targeted. The advertisement has a large variety of ethnicity and gender, and the people the money goes to does not really connect with the ethnicity/gender of the donor/worker. (basically the people in the advertisement do not link to the target audience)And sexual preferences are not really mentioned. There is a super deep/Masculine voice, which may suggest it is targeting more of a male audience. However,
Demographics
The target audiences are mainly C-B(looking for workers) and D-A(donors). From Workers, A group is not included because they most likely will not want to give up their positions and current economic status/security. However, C1 and B has less to lose, but has a lot to offer the charity. In particular C1s can learn from people who were B and gain more skills to support the charity. Also, management is very important for charities, as incorrect allocation of resources can lead to disastrous consequences.
For donors, D-A are targeted because E groups do not have many resources, and will most likely not wish to spend what little money they have on charity. From D to C, there are a large number of people in these demographic groups, having the potential for large amounts of money gained if they each donate small amounts. There are less B-A group people, but they can each donate more, and are important for charities which rely on donations.
Psychographics
Mainstream, reformer. Mainstream is the main target because of the emphasis on”Us”, showing there is a right group(people who donate “stand with us”) and a wrong one(people who don't donate.) Reformer was chosen because they are anti materialistic, socially aware, and wish for enlightenment. They are perfect for charity ads because they don't need too many materialistic possessions/will not spend too much on them and thus have money to spend on things that will not give them stuff, are able to take the viewpoint and empathize with other people, and they may do things that help others in their desire for enlightenment.
Location
unicef is a worldwide organization. The advertisment was also released on youtube, a service avalible worldwide. This suggests that the advertisment was aimed towards people worldwide, rather then being restricted to a single area/region
Hobbies
the advertisement shows some children playing football. However, this is most likely just used to show children playing and not used in an attempt to draw in football fans or players.
FORM
Part Of A Series Or A Standalone Piece
The unicef advertisement chosen has the name “For every child”. This is Unicef’s motto. There are in total three videos with the same title, one from 2010, and one from 2006. However, they do not appear to be part of a series, and just have the names in common. The 2006 advertisement in particular has a completely different feel due to the music used.
Animation or Live Action
The advertisement is live action, and uses footage of children, presumably ones in their care.
STYLE
This advertisement has serious and dramatic themes going throughout it, and is fitting for the subject matter.The advertisement uses a montage editing format. The pacing starts off slow and then ramps up in the middle before slowing back down at the end, using clips with often times no connection to each other apart from the children.. The advertisement uses overt messaging, telling the audience what they can do for the children. It also relies on the self perception of the audience, asking them if they side with UNICEF by giving them money. Those in the audience that perceive themselves as good people will be more likely to donate.
TECHNIQUES
Music
music is used throughout the advertisement. It is the main element that binds the video clips together. It is the conventional music used in this type of advertisement
Editing
The editing is incredibly slow paced and dramatic
Packshot
Throughout the entire advertisement, there is footage of children, and the unicef logo is displayed at the end. Since they are not exactly selling a product, this would be the equivalent of a packshot “in my opinion”
Sense of urgency
While not false, there is a sense of urgency running throughout the advertisement. By showing children, we are urged to hurry and donate, hopefully giving the children depicted on screen a chance at a childhood before the the fleeting moments of youth escape their grasp.
Construction
Camera angles, shot types, etc
A large variety of shot type are used throughout the advertisement.
Extreme closeup: beginning till 0:8
Mostly medium closeups and closeups after this
Then there is a large variety of shots, ranging from full shots to long/wide shots.
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Camera angles are either eye level or above eye level. This may have been a choice in order to make the audience feel like they are small/weak as there are no camera angles showing the children from down upwards.
For the most part, the composition involves placing the people on the two vertical axises on the rule of thirds, with sufficient head room and looking room.
Movement: the camera movement varies greatly between shots. Sometimes moving left, sometimes handheld not moving, moving in, out, etc. there is often no connection between the shots, but sometimes the eye is lead by the camera movement and the next cut is where the eye was lead.
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BASICALLY
The unicef advertisement is made with a montage editing style utilizing various clips to make up the video. The clips use a large range of shot types, from extreme closeups to long shots. All of the shots have children as the subjects of the frame, and use a rule of thirds composition. The camera angles are either eye level or above eye level. This may have been a choice in order to make the audience feel like they are small/weak as there are no camera angles showing the children from down upwards.
As for the camera movement, it varies greatly between shots. Sometimes moving left, sometimes handheld not moving, moving in, out, etc. there is often no connection between the shots, but sometimes the eye is lead by the camera movement and the next cut is where the eye was lead.
Editing
As stated earlier, the advertisement pacing starts off slow, gradually building up tension and speed until it slows back down again when the music stops towards the end.
Lighting
In the unicef ad, all shots are lit with natural light, coming from various angles and at different intensities.
Soundtrack/Music
Music is used throughout the video, and is the conventional music used when the creators are trying to create an emotional/dramatic scene. The mood feels hopeful.
AIDA
Attention and Intrest
attention and interest is maintained through the advertisement using the curiosity of the viewers. Nothing is stated and we are shown children.through the advertisement. Only around halfway through are we told what the advertisement is trying to achieve, which is to get the audience to donate and help “Give the children a future”. And only at the end does the Unidef logo show up, telling the audience which organization to donate to.
Desire
we are shown children on screen, and are told to help them and give them a future. This may convince the audience to donate and give money to support the children and unicef.
Action
we are told to help the children and join "us" by donating
Regulation
The main regulatory body in the UK is the ASA and the CAP. The sections referenced for the assessment of this advertisement would be sections 16 concerning charities and section 5 concerning children. In section 16, it states that charity bodies need to be registered with the UK authorities for a charitable status, or have a charitable status otherwise. UNICEF is an organisation that operates worldwide and has connections with over 190 countries. Their worldwide acknowledgement would most likely give them the status.
As for section 05, none of the regulations were potentially violated
As for the location it was aired in, it was not specified. Also, due to the wide scope of unicef’s work, apart from it being an english speaking country, the locations it was aired in could not be deduced.