Compare the three adverts showing how they present their information. Comment on the range of presentational devices used.

•Compare the three adverts showing how they present their information. Comment on the range of presentational devices used.

•The three adverts are all from the Children’s Society. They use fictional characters to represent many young people who face various difficulties in life. In the first advert the photograph has an immense impact and uses visual devices which are designed to draw the readers’ eye to the gun. The model’s eyes are looking in the direction of the gun and our eyes follow his line of vision. The gun is an important feature in the photograph and is seen in clear focus, but everything else in the photograph, except Mark’s face, is blurred. This is because the photographer does not want the readers’ attention to be focused on the shop but draws the attention first to the gun and then Mark’s face. Mark’s face is out of focus and I think this makes him seem more evil, violent and determined with a cold glare in his eyes. The subtle implication of this technique is that his life is out of focus, something that is mentioned in the text.

The headline in advert A gives the impression that he is a young child but the photograph belies the headline. When reading the headline it can have one of two meanings depending on which word weput the emphasis on. If we emphasise the word ‘anymore’ it seems that he has changed but if we emphasise ‘sweets’ it seems much worse and gives a totally different meaning. Adverts A and C are ironic headlines, unlike advert B which has no ironic link with the headline and photograph. Adverts A and C appear positive on the surface but when they are linked with the photograph a deeper meaning is revealed.

The photograph in Item B portrays a girl outside a café window. Her body language suggests cold and hunger and her head is leaning down against the window frame. This implies she is very depressed and creates a feeling of rejection and dejection. The photograph shows Karen in the dark and we do not see her face. The shadow conveys the darkness of her life. Like Mark neither character is centered because the photographer wants us to look at something else. In Mark’s photograph it is the gun whereas in Karen’s case it is the Café. To reinforce the idea that she is an outsider the man inside the café seems to be sharing a meal with someone. This emphasizes her exclusion as Karen is not eating or sharing her life with anyone else. On the window there is an advertisement for ‘Cheeseburger Roll’. This suggests that this is not an expensive restaurant and that Karen is still an outsider from even a cheap café. These signs and the man inside the café eating seem to taunt her and mock her life. Inside the café there is a plant which gives a feeling of warmth and welcome and suggests things are colourful and there is a sense of a place where things can grow.

Adverts A and C have an ironic contrast with their headlines where the writer is equivocating with the reader. In Richards’s situation he is 16 and is allowed to stay out at night but in the text we find out that he stays out all night. This is another photograph which belies the headline. In advert C the photographer uses darkness and shadow, light and shade. Similarly to item B the main character is in darkness to emphasise the shadow life he leads. Richard is asleep on a park bench which evokes the readers’ sympathy. His body language ...

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The Children’s Society logo is present on each advertisement. This logo contains three silhouetted figures with a tall one in the middle and two smaller figures either side. The adult represents the Children’s Society and the smaller figures symbolise the people who the Society help. One of the smaller figures is a boy and the other a girl. By showing both genders in the logo this implies that they will help anyone. The silhouettes are made to look like children’s drawings because that is what the Children’s Society is about. It also reminds us of children developing. The slogan is also an important part of the advert and,

‘Making lives worth living’

This is the phrase that we associate with that particular organisation and contains no negativity. It is completely positive and does not use a negative image. Stating that no matter how bad things may seem to someone the Children’s Society can make life better.

In advert A the first paragraph is one of innocence:

‘Mark’s hands would sometimes wander into the ‘pick ‘n’ mix’.’

This suggests the casualness and that there was no real evil intent. The language also makes it seem insignificant. The use of sweets emphasises that he was a child and had naïve innocence. Facts are also used with all three adverts to show the greatness of the problem:

‘… up to 80% … re-offend within two years.’

This shows that Mark is one of them but there are others. The language at the beginning of the advertisement is filled with negativity up until the point where the Children’s Society is mentioned. They are implying that when the Children’s Society becomes involved they can help people and make a difference, but until they are involved they will lead a negative life. The first half of the article is negative, dark and paints a depressing picture,

‘That’s when he was sentenced to 3 months in a detention centre.’

This line is on a line of its own and is short to highlight between the crime and the punishment. The crime seems quite insignificant and the punishment quite harsh.

‘People felt he needed to be taught a lesson’

The writer imbues the phrase with irony. The phrase ‘teach them a lesson’ is often used, but the Children’s Society have taken that phrase and turned it into something ironic. The irony in this statement is that during Mark’s time in the detention centre he learnt a lesson but it was not the lesson that people wanted him to learn. The lessons he learnt in the detention centre led to housebreaking and armed robbery.

The use of statistics is employed to influence the reader that to send them to Juvenile Custody is not the right idea. This is a powerful statistic in support of their argument. However in Article B statistics are used to evoke sympathy. In the fifth paragraph there is a scathing dismissal of the argument that detention is a deterrent:

‘So much for detention acting as a deterrent’

This is a bitter angry rejection of the punishment scheme, as a deterrent is supposed to stop people doing something. The Children’s Society are trying to influence the reader to believe that detention is not the answer. The article uses tone and mood to emphasise their ideas and convince the reader what they believe is the right way to care for these children. Part way through the article is the Children’s Society’s statement of belief and what has happened as a result of their actions. In each of the adverts the Children’s Society’s belief is stated and then all their positive actions and ideas follow.

‘Fighting against Juvenile Custody is just one of the ways….’

This is mentioned in item A and suggests that they are doing many other things to help the children. The implication is carried through all three articles to show that they have ways to help everyone. The address is also given at the end of every article which gives the impression that they need help. However they do not directly ask for it. The address is present so the reader can make a donation to the organisation.

In the headline for each article the writer uses a name; in the first advert Mark is representative of all boys in that situation. Mark, Karen and Richard are fictitious characters and symbolise all young people who face difficulty. The writer uses these three main characters to show that there are hundreds of others in similar situations.

The writer in item B builds up a picture of Karen which evokes the readers’ sympathy.

‘Over 80 applications for employment eventually brought success.’

This gives the implication that Karen is not lazy and desperately wants to work. This is a positive description of her character and shows her determination to work and look after herself. It also shows that she is someone to be respected and wants to work. Also the writer mentions that Karen suffers from depression which evokes greater sympathy from the reader. She has lived most of her life in an institution but then moves back with her mother. Her mother then dies and Karen tries to find a job and has to move 100 miles away. Then once she has a job Karen suffers from depression and has to move back home. This is a downward spiral and then she has to live on just £2.78 a week,

‘After paying rent and bills…’

This shows Karen is independent and the reader is hugely impressed that she is a moral and determined young lady. We respect Karen as she is determined even though life seems to have pummeled her into submission. Once the Children’s Society has been mentioned the language turns positive like in the other adverts.

In item C the headline seems to be a teenager’s dream whereas the photo is completely different. We discover that Richard was living in a local authority home which shows he was either unwanted by his parents or they had died. However once he turned sixteen the local authority believed he was no longer a child and made him leave the home.

‘… getting on top of him…couldn’t cope…no-one to turn to…’

This part of the article is filled with negativity and it seems like life is becoming dark for Richard just like Karen and is a downward spiral of poverty and rejection.

The writer of this advertisement continually points out how alone Richard actually is. Being brought up in a local authority home means he has no family or friends which evokes sympathy from the reader and emphasises his loneliness.

In the sixth paragraph the Children’s Society is mentioned and all of the phrases are positive and show what they have done for Richard. This shows that once they become involved they can make a difference. The Children’s Society’s ethos is also mentioned which is their reason for being and the ideas they promote. All three advertisements follow a pattern; the statement of belief is mentioned followed by the contact address and telephone number. The Children’s Society does not overtly beg for money but rely on charity. The contact address and telephone number follow all the positive aspects of the Children’s Society which suggests they would appreciate donations.

Melissa Roden