The Salvation Army Christmas Advert Analysis: A Call for Empathy and Action
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The Salvation Army Christmas Advert Analysis
A Glimpse into the Reality of Homelessness
This advert poignantly portrays the harsh realities faced by homeless individuals, particularly during the Christmas season. It delves into the circumstances that lead to their plight, introducing us to Tom, evicted by his stepfather; Arthur, an elderly man weathered by years on the streets; and Lizzy, who finds solace and safety in a subway tunnel rather than a home. The advert emphasizes that a mere £19 can provide them with a warm bed and a hot Christmas meal.
Evoking Empathy and Inspiring Action
The advert's primary objective is to raise awareness about the challenging conditions endured by homeless people year-round. By focusing on the loneliness and cold they experience during Christmas, it aims to evoke empathy and reflection among viewers, particularly those fortunate enough to have a home. The Salvation Army strategically targets families, particularly married couples with children, who can relate to Lizzy and Tom's stories, prompting them to consider donating.
Persuasive Techniques at Play
The advert masterfully employs persuasive techniques throughout. It commences with a thought-provoking rhetorical question, "Where will you spend your Christmas?" This compels viewers to contrast their warm homes with the cold pavement that homeless individuals face. A poignant Christmas carol playing in the background subtly emphasizes the festive season. In the initial scenes introducing the homeless individuals, a recurring motif of passersby ignoring their plight highlights a prevalent societal issue.
The appearance of a Salvation Army worker interacting with Lizzy brings a glimmer of hope to her demeanor. The strategic use of nighttime filming during these introductory scenes creates a palpable atmosphere of despair. Conversely, scenes at the Salvation Army office are bathed in daylight, signifying a shift towards a more positive and hopeful ambiance.
The camera deliberately focuses on the genuine smiles of both the volunteers and the homeless individuals at the Salvation Army, fostering a sense of warmth and camaraderie. Scenes of shared laughter between a worker and a homeless man further reinforce the message that the charity is genuinely invested in their well-being, encouraging audience trust.
Lasting Impressions and Areas for Improvement
The most impactful element of the advert lies in the genuine smiles of the homeless individuals. Witnessing their joy, a stark contrast to the sadness often associated with homelessness, instills a sense of hope and possibility. However, the abrupt cut midway through the advert, presenting information in a jarring manner, disrupts the emotional flow and could benefit from a smoother transition.