Most Shocking Second a Day video

Most Shocking Second a Day video

General conventions

The campaign name of this charity is 'Save Syria's Children'. It is not mentioned throughout the video at any point leaving the viewer in curiosity about what the advert is about until the end of the video where there is text reading '#SAVESYRIASCHILDREN'. This may have been intended by the director to only show what this is about at the end once it has captured everyone's attention to watch till the end. The setting starts from a young white girl's home and shows a second in a day of her life and through a period a chaos that surrounds her. There is an overall happy tone at the start to the point where it starts to turn disastrous. 

Camera and editing

For all of the video, the only shot that is present is a close-up of the young white girl. This is likely to have been done on purpose to show the girl's facial expressions whilst also capturing the surroundings in the background to show how the surroundings affect the girl's life. The various cut clips shown in the video are only one second as it is stated by the title of the video. The first clip of the video is actually a couple seconds long and the last clip of the advert is around the same length of time. Aside from those two clips, the other clips throughout are literally one second. 

Props and costumes

The first clip shows that it is the young girl's birthday and she has a cake with many candles on it to show the audience that it is her birthday and there's also her family members and her relatives who are also surrounding her. The clothing and environment is quite colourful during the few couple clips to show that there is a vibrant tone in this young girl's life and events following on from her birthday. The props the girl is using throughout the advert includes a flute, a Rubik's cube and a teddy bear. All these objects are part of this young girl's childhood and show how she's living a normal life as for a girl her age. 

Lighting and colour

The colour at the start of the advert is vivid and bright and gives a warm temperature due to the lighting and the surroundings captured in the close-up shots of the girl. Towards the end of the advert, the colour seems to fade away and dark and pale colours are becoming more apparent till the end. This gives off a cold temperature lighting to show a bleak and negative tone. 

Sound

The sound and noises in the advert have an effect on the advert as a whole and during the start of the advert the sounds are quiet and do not really attract much attention as they are sounds we would hear everyday. About halfway through the video, the sounds progressively get louder and from the middle towards the end, the sounds become very loud as there is chaos going on in the background to emphasise what is occurring is not good. On the final clip, it is a quiet clip which is similar to the first clip to show the contrast of the sounds that ensue from conflict. There is very brief speech and the speech becomes focused on more as the advert progresses to tell the audience about what is happening such as the TV in the background of presumably a news anchor reporting that 'there are clashes with Britain' so that the audience starts to wonder what is happening. Another man is seen saying to another man 'you deserve to get shot' as well as the news anchor saying something about 'live ammunition' before the mini clip ends, building up suspense about what is going on.

Language

There is no actual full speech or dialogue in the advert and instead there is brief and short lengths of speech going on. There is more talking and speech towards the end where the mother of the young girl says to her to 'make a wish' with a small cake with only one candle. This is meant for the mother to try and lighten the mood that is going on with them and stand out to the audience without the girl even saying what her wish is. At the end of the advert, there is a plain white background with text showing 'just because it isn't happening here, doesn't mean it isn't happening'. The advert then ends with text showing '#SAVESYRIASCHILDREN'. This is meant to stand out to the audience and make them feel guilty that children in Syria are going through conflict.


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