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The videos that I will be comparing are the Animal Aid and the Cancer Research Video.

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Introduction

The videos that I will be comparing are the Animal Aid and the Cancer Research Video. The animal aid company is a company that tries to get people to stop testing products on animals. They also carry out protests to the government to try and make it illegal. However not much has been done about it but the company still continues to carry out its good work. Cancer Research is an organisation that is trying to find a cure into cancer. They also try and find ways to prevent caner and issue information to people to minimise the risk of cancer and to look for warning signs. In my assignment I am going to compare the two media videos. I am going to compare the persuasive techniques that are used in the video and I am also going to look for similarities in camera techniques. The cancer research video is mainly aimed at adults. I know this because they ask for a donation and kids wouldn't have any money to donate to the organisation. I think the animal aid video is aimed at teenagers and upwards. I don't think it would be suitable for children or younger children as there are some disturbing scenes that would probably upset them. ...read more.

Middle

The narrator at this point says that Beagles are friendly and like human attention. However on the film they look very scared and they are trying to get away from the humans. Along with a lot of shock tactics implemented into the video there are also lots of facts and figures brought up on the video. During the animal aid video there are both facts and figures brought up telling the viewer about how many animals are operated on a year and it then tells you how many actually worked. The cancer research video also shows a lot of facts and figures to the viewer. It gives you information on how many people catch cancer and how many are cured. It also tells you that 9 out of 10 children are cured from luqemia every year. The two videos are very like in this way although they have different objectives. The videos also contain a lot of repetition. The animal aid video also has repetition in it when a cross keeps coming up on the screen with a negative sound in the background. This happens because it is emphasising the fact that so many experiments have failed and that it is better to carry out some testing on humans instead. ...read more.

Conclusion

In the animal aid video they zoomed in on the animals that were in distress and went close up on the heads. This creates emotion because of the animal being sad. In the video they also use a lot of panning. In one scene the camera starts at one side of the room and pans all the way across looking at cages. On screen this makes it seem that there are an endless number of cages. During the cancer research advert panning and close ups are also used. There are some close-ups on sad faces of people who have lost a loved one. Also during the advert the camera pans around a room with a number of people in it. It does this so you can see everything in the room. Overall the videos are quite alike with loads of similarities. However due to the animal aid video being much longer than the cancer research there are many more techniques use during the animal aid video. I think the videos are extremely effective overall and really do have an effect. The cancer research video is very emotive and creates effectiveness this way. The animal aid video isn't as emotive but uses techniques to make it very effective. The two organisations also have logos which are shown throughout the videos but mostly in the cancer research video. ...read more.

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