The advertisement is raising awareness for vulnerable children living in dangerous conditions and war zones, and they are targeting middle-class parents that are most likely the group of people that will donate. The charity is also attempting to guilt-trip the viewers as direct mode of address is used with the child looking straight at the camera, as if they are begging for help. The setting gradually changes throughout the video, and there are clear signs of where the mood of the video changes from a happy beginning to a moody ending.
Camera Angles
The only main camera angle used was a close-up / medium close-up, and they were used to portray the change in emotions throughout the video. This camera angle gives the strongest effect as the shot captures the child's facial expressions and the changes in the setting behind her. Each shot is only a second long which can create more of an effect due to the frequent updates on the girl's emotions and the background behind her.
Props, Costume and Mise-en-scène
The props used in the video can show the mood in each scene, and how it slowly changes to become worse and worse by the second. For example, it is the girl's birthday and the cake at the start of the video looks very normal, and it has multiple candles inside the cake. There are many people in the background, which are most likely family and friends, and the scene looks like a normal day with nothing wrong happening. Later on at the end of the video, there is another scene where it is the girl's birthday again, and the scene is completely different to the first scene. The setting is inside a hospital, the cake looks very low-quality, there is only the mother and the girl present in the scene, and the mental and physical state of the girl looks quite severe.
The girl's appearance changes drastically throughout the video due to the events that happened in the video. Her hair, face and clothing becomes more dirty by the day and her facial expressions becomes colder, which follows on with the background events behind her.
Lighting & Colour
The lighting changes throughout the advert as the scenes progressively become worse by the second. At the start of the video, the lighting is very warm, and it seems as if there are many sources of light shining to the camera. This can indicate that the start of the video has nothing wrong with it, and the mood of the video is rather uplifting. Later on in the video, the video rockets from being very uplifting to very dark/moody. This causes the colour to change from including a lot of warm colours to suddenly change to much colder colours.
One example of the colour change is the very first scene and the very last scene; the first scene has a lot of warm colours and it consists of a lot of yellow-orange colour, and the last scene completely cuts out the warm lighting, and completely includes cold colours. The walls, the lighting and even the girl's clothing transforms into a cold colour which is literally the opposite of the first scene, where even the girl's clothing was red at the time.
Sound
The video includes scenes which last only one second, and this also follows on with the sound on each scene. This creates a large effect due to the sudden changes, and each second gives a substantial amount of information for the viewer to pick out. For example, one scene could seem quite normal, and all of a sudden, it changes to a scene where 1 second worth of an explosion is heard.
