In the cancer research video there is a shock tactic right at the start. A boy is stood looking into a mirror with a projection of his mum also in the mirror; his mum then puts his coat on and is made to look as if she is looking after him. The camera then takes a shot back to the boy and his mum isn’t there. This is a shock tactic because his mum disappears meaning that she is no longer there. This presumably shows that she has died from some sort of cancer. There is also a close-up shot on the boy’s head. His head is bowed and he looks very sad that his mum is no longer there. This created emotion and captures the viewer’s attention. Another significant thing is that the boy looks quite scruffy. I think this has been done to show that he has no one to look after him because his mum has died. This creates an emotive image. People can also relate to this or think that this could happen to them. Because of this they are more likely to donate money to the organisation.
The animal aid video also uses shock tactics and most of the duration of the video there are shock tactics used throughout it. Right from the start there are shocking videos showing what happens inside some of the animal testing centres. Hidden cameras are used in the video so they can show you what really happens. Shocking images are used like a monkey with “CRAP” burned onto his forehead. There are also images of humans that are hitting dogs and beating them up. 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. The cancer research video also has repetition in it. The £2 donation per month keeps coming up on the screen along with the number. This is also brought up in the video at different times. It is brought up four times in total. The video does this so you can keep the number in your head and also gives you a chance to pick up the phone and ring them.
During the videos there is music playing in the background. In the animal aid video there is a soundtrack that is repeated over and over again. It is just one note repeating it’s self. This works well with what is put on the screen. The cancer research videos soundtrack is totally different but creates the same effect. It is an emotive soundtrack which plays all the way through the advert. This music creates a much better effect that just the picture. If you mute it, the advert doesn’t have as bigger effect on you than it does with the music playing.
The animal aid video contains a lot of expert opinions. There are ex-vivisectionists and vets and doctors who speak out about vivisection and basically say that it is wrong and that it doesn’t work. They have used expert opinions people are more likely to listen to experts rather that a narrator. The cancer research video does not contain any expert opinions. The two videos are different in this way. During the animal aid video there is a lot of alienation in what they say. A lot of the times they refer to people as “they.” This makes them as if they are bad and that they don’t belong with anyone.
Throughout both of the videos different camera techniques are used to also give different effects. During the animal aid video there are a lot of extreme close ups. They do this to create emotion. 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.