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. This advert also uses a solemn slogan, ‘excuses kill’, to enforce the need to have fire alarms.
The music played in “Dear White Fella” is Land Of Hope And Glory, by Elgar. This song shows natural identity, and as it is considered as the unofficial British National Anthem, shows that persons of black or coloured descent are also British. By using exactly the same sound affects for both black and white people (the glass smashing or chanting of ‘who are you?’) shows that the two people are not different in any way. The silence at the end of the poem, just before the laughter, is warm and inclusive: inviting people to laugh at the notion of racism together. There are no sound effects in the second advertisement, bar the music played for the duration of the advertisement. The song is not a sombre song, which is ironic and is in contrast with the theme of the advertisement. As the advertisement begins, the viewer will not instantly recognise what the advertisement is about, and so will draw them in. Nevertheless, the song could be played at a funeral and could relate to the “River of Death”, which is a belief in some cultures that when you die, a river carries you to the afterlife and people would go and pray by a riverside. The effective use of silences, mainly when the viewer can see a big graveyard, helps to enhance the message of the advertisement by focusing the viewers attention on all the graves.