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Summary Ac 2.2 Evaluate media use in campaigns for change
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These are the answers that I used to achieve a near perfect 98/100 on my Year 12 Criminology controlled assessment.
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2.2 Evaluate media use in campaigns for changeTv advertisements
Television adverts are a key way campaigns for change use the media to support and present their
campaigns and what they would like to change. One example of a campaign that has used tv adverts
to help them make change is the NSPCC. The NSPCC is the UKs leading children’s charity that
prevents abuse and helps those affected by abuse to recover. They are campaigning to change abuse
to children and help stop cruelty to kids. The target audience for these adverts are normally parents
and older people who may feel emotional when watching these adverts, this normally would make
them want to donate and to help the campaign make the change they need. This advert is very
emotional and serious meaning it will show the viewers the seriousness of the issues in the
campaign, the adding of children crying and being alone makes the advert look more serious and this
can encourage the viewers to support the work of the campaign and donate to help the campaign
make its change. The strengths of the NSPCC advert is that it has very emotive language in it
meaning it will make people feel sorry for the children and ultimately make a change by donating,
the advert runs for 1:00 which could make the advert more likely for people to watch without the
advert being skipped or not watched. However, a limitation of the advert is that because it isn’t very
long it may get skipped or not watched as people may make a coffee or make tea whilst the advert is
on meaning that they wouldn’t of watched it.
Another example of a campaign that used tv adverts to help them make a change is THINK!. They
created a drink driving campaign advert that gives awareness to drink driving and how it should stop,
especially at Christmas. Their aim is to stop people from drink driving and to show people how
dangerous drink driving can be. This advert is used as a deterrent to people who may not think
about getting in a car after a few drinks. The target audience of this advert is young people who may
not know all the risks about driving after they have had a drink or older people who may think the
same way. The use of ambulances and police in the advert show the seriousness of drink driving and
the issues it can cause, this shows the viewers the importance of the issues involved in the
campaign. This tv advert shows cars being damaged and people needing medical help, this could
emotionally impact the viewers which could encourage them to support the work of the campaign
and donate and take the advice shown in the adverts. The strengths of this tv advert are that it is a
very emotional advert as it shows a person receiving medica attention and this emotion can make
people donate and take the advert more seriously. However, the limitations of this advert is that it is
very short meaning it may be missed easily and maybe not taken seriously as people may not pay
attention to it.
The last example of a campaign that has used tv adverts to help them make a change is Save The
Children. Save the children are an organization created to improve the lives of children through
better education, health care and economic opportunities, they created an advert based on ‘if
London was syria’ touching on the impact war has on refugee children and how we can make a
difference to their lives. Their aim is to help as many children as possible and to Improve their lives
for the better, this could better education or a better living situation. The target audience for the
advert is older people, parents and even people who may have a warped opinion of refuges which
may make them change their mind and help them out. The use of the younger girl going through the
war and in the end having nobody creates an emotive scene that could make people feel emotional
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