Shelter is charity that aims to induce empathy in the audience of their advertisements to promote people to give donations that go towards providing families with safe homes. I watched one of their short campaign films and noted the following media language that conveys messages containing the theme of childhood, imagination, poverty, and injustice:
-the setting of the film is other-worldly established in a wide establishing shot of a sci-fi setting that looks like Mars. The warm codes of colour, imaginary landscape, and code of gesture of holding hands suggest that childhood should be happy and magical with the love of a parent.
-2 people are then shown to disrupt the narrative with codes of gesture connoting anger and wearing clothes that convey them to be living in poverty. Todorov would argue they disrupt the equilibrium.
-there is then a cut to a different setting where it is revealed the father and daughter are in a desolate flat of laying with cardboard boxes over their head, suggesting their economic plight and poor living situation.
-the fathers facial expression may then be read as defeated and desolate, and the daughter appears frightened.
-the film ends on a black screen with short impactful statements that reinforce the message that the magic of childhood created by the love of a parent cannot be sustained if they can’t provide a safe home for the child to maintain their happiness. It then uses direct address to suggest ‘your’ donations could help, which is a direct call to action.
Take a look at this video, 'shelter charity films'
https://share.google/KHXTVkpVgWnIq6c8K
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