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

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Introduction

�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. ...read more.

Middle

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 na�ve 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. ...read more.

Conclusion

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 ...read more.

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