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Analyse the department of the Environments latest TV advert. How effective is the advert for its audience and do you think it is a success? This advert is called Bedtime Stories;

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Analyse the department of the Environment's latest TV advert. How effective is the advert for its audience and do you think it is a success? This advert is called "Bedtime Stories"; it is produced by the Department of the Environment which is a Government agency. It was first shown on the 17th October at 7:30pm which is prime time viewing and it cost �6 million to promote of our money. In the advert there is a father who is telling his little girl a bedtime story about CO2 destroying our planet. At first the little girl has a happy face but then when her father starts to read her face changes and she looks upset and innocent, as she realises that this story many not "have a happy ending." Some people dislike this advert because parents seeing it and think all the pressure is on them and it is emphasising that they have to save the planet for there kids. In the establishing shot we are in a cosy middle class family house, the camera starts on the landing with dark shadows across it in to a child's bedroom with piano music playing in the background which we associate with a horror film which makes us want to carry on watching. ...read more.


In side the book all the animals are upset which is unexpected in a children's book, the animals are very child like so that children can relate to it. There are many animals down by the dried up river bed, there is no water and there is rubbish lying the base of the river. The camera cuts back to the little girl she doesn't look worried or unhappy. It then goes back to the book and zooms in on a little rabbit which is crying because there is no water in the river. The camera cuts back to the little girl and she starts to look worried and distressed. The camera goes back to the book and we see and English town with people using ever day thing and we see the CO2 particles floating up in to the atmosphere making a massive scary face in the sky made from CO2. The little CO2 particles that were making the big CO2 were moving which shows it is real and happening now. The voice over said "the CO2 was getting dangerous" the tone had changed to a more sinister voice and the music had become frightening, the father sounds very trust worthy and serious ...read more.


At the side of the road there is a car which looks scary because it has headlights like eyes and the grid on the front of the car looks like scary teeth. The camera cuts back to the little girl we get an extreme close up of her face and eyes and she is starting to look happier and all the shadows have disappeared which symbolises that there is hope for the future. The camera goes back to the landing, we are still seeing it from a Childs point of view but it is lighter then it was at the beginning of the advert. The little girl turns to her dad and asks in a very innocent squeaky voice "is there going to be a happy ending?" there is no reply to her question. She looks up to her dad for an answer because he is older and more knowledgeable. The female voice over says "it's up to us how the story end's." It then cuts to a page showing us the act on CO2 symbol which is a cartoon foot. At the bottom of the page it tell us to go to there website to find out more information on how we can save our planet. ...read more.

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