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Comparision of 2 TV Adverts

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Write a letter to BTAA reviewing two advertisements and nominating one as prize winner. BTAA BBC Television Centre Wood Lane LONDON W12 7RJ Dear Sir/Madam I am writing to recommend the winner of this year's BTAA Public Service Award. I have reviewed all of the entries and decided upon a shortlist of two. In this letter, I will analyse my two favourite advertisements and decide which I deem to be the better of the two; the two advertisements I have chosen are "Dear White Fella" and "Smoke Alarms". "Dear White Fella" is an advertisement desgined to promote an attitude of racism intolerance in football. The advert in narrated by a man who sounds of Afro-Caribbean descent, who recites a poem called Dear White Fella, hence the name of the advert. The advert consists of a number of shots illustrating the life of a black person, then a white person, following the poem, culminating in the slogan 'Lets kick racism out of football' (cleverly utilizing the play-on-words to great affect by making the slogan easy to remember and linking it to football) . The Smoke Alarms is an advert showing the victims of fire, specifically those who did not have smoke alarms fitted in their homes; this is not obvious initially and so draws the viewer in. It is dubbed by a recording of "Down to The River" by a 4 part-choir and the shot sequence follows the sequence of a funeral, showing many gravestones or memorials. ...read more.


All shots for this advertisement are football related, such as a football game or a ball smashing glass, which highlights the underlying theme and helps the viewer to connect the images with the message. The smoking advertisement uses very drab and dull colours (mimicking the feelings of those who have a lost a loved one) except in the final shot, where colour is seen on a bunch of remembrance flowers laid in front of a fire-damaged house; helping to focus attention on the damage not having smoke alarms can do. There are no people seen this advert seen, reflecting the loneliness of losing someone you care about. The camera is always moving, except to focus on the names of the deceased; these people are of either gender and of a variety of age and ethnicity, showing that anyone can die due to not having a smoke alarm. The most prominent example is of a young boy who died aged 3 months, highlighting the fact that many innocent people could die if smoke alarms are not fitted. This visual effect is aimed at parents as it shows a parents worst nightmare and will make them fit a smoke alarm, if only to remind them of the possible consequences of not fitting an alarm. Where a message is usually on a gravestone or memorial is replaced by an excuse that the deceased gave for not fitting a smoke alarm (e.g. ...read more.


"Dear White Fella" uses humour to portray the need to 'kick racism out of football', uses a play on words (of kicking something) in its slogan whilst "Smoke Alarms" is a serious advertisement and uses grave images to communicate the importance of smoke alarms., incorporating the slogan 'excuses kill'. Both use sound effects wisely: "Dear White Fella" uses exactly the same sound effects for both black and white, showing equality; and has a black man narrating the poem, allowing people to see racism from the point of view of a black man or a victim. On the other hand, "Smoke Alarms" uses a 'jolly' song dubbed over the video, which intrigues the viewer, who will wonder as to what the content of the advert is, having a hearse as the opening shot. Despite the fact that "Dear White Fella" is a complex advertisement, I think that "Smoke Alarms" is the better of the two advertisements. It shows people the horrors that can happen without a smoke alarm and could be an everyday problem for some households. Though the images are saddening, the impact of the image helps to make the message more important; as nobody will want a friend or family member to die, especially because somebody neglected to put up a smoke alarm. The uplifting song that plays throughout could be played at a funeral, but I think was used to draw people into watching the advertisement, as the initial theme of the advertisement is not obvious. Yours Faithfully ?? ?? ?? ?? ...read more.

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