As part of my developing of ideas I have decided to research into other companies ads and look how they create emotion within an audience.
I have already established that I want to create a series of short adverts that will raise emotion within the audience by using different video elements; however I am still not sure on the route to go down with the kind of storyline that I want to focus around. I am clear that I do not want to create a typical, ‘normal’ charity advert as after reading the article by The Guardian it is clear that audiences have become numb to the emotion and are asking for more. I have debated about the different story lines that I could create to help create emotion and have started to put together an idea that will focus on a non emotional situation and create it into something that has the ability to create emotion within an audience.
To help me develop further on my ideas I have been looking at lots of different adverts, not just charity ones, and have been analysing them to deduce what factors they use to create emotion.
One of the most emotional yet revealing adverts I came across was an advert for insurance company MetLife which is considered as one of the biggest life insurance companies in the world. Many people will not find the prospect of a life insurance company as an emotional situation in comparison to a situation like child abuse; however, through the use of the advert “My Daddy Is A Liar” they have managed to create a relatable, powerful video that audiences have clung too much harder than many of the charity campaigns that they have seen.
The advertisement from MetLife has been able to create emotion and passion for several different reasons.
The most powerful attribute of the advert is the use of the non-diegetic voiceover that narrates the story behind the advertisement. The use of the voiceover is key to creating emotion as the audience are able to relate to the young female protagonist who is shown, this being important as it is implied that she is the one who is narrating the emotional story of the advertisement.
The non-diegetic background music is also an emotional contribution. This is because when the advertisement is focusing on the positive scenarios at the beginning there is happy and upbeat music which determines the happiness and glee that the audience feel from watching the scenes. Yet, halfway through the advertisement the music suddenly changes to a more slow and dramatic piece of music to accompany the revelation that the scenes we saw at the beginning are actually in reality sad and upsetting situations. The use of slower and lower key music has the capability of creating the emotion of sadness within an audience.
As with any video footage, camera shots and lighting have major parts to play in creating emotion. The lighting especially determines the emotions that the audience should be feeling. An example of this is when it has been revealed how much the father has been suffering and the camera focuses on the young girl writing the poem. The video shows her sitting in a dark room with a single beam of light focusing on her as she writes. This has the connotation of her being “the light in the dark” for her father as he focuses on creating her a better future, this can then affect the audience as it can be relatable to an audience who also have children and can sometimes feel the same struggle. Many wide shots are used in the advert to show the full impact of the scenarios that both protagonists are going through which have a bigger impact on the audiences, especially when it focuses on the struggles of the father. Close up shots were used several times throughout the advert, especially when it came to focusing on how the young girl feels when she sees her father struggling. The use of close ups are important as it really allows the audience to feel how the character who is being displayed might feel.
All four elements of voiceover, background music, camera shot and lighting are elements that I really want to focus in on my own production work as I believe they are key to being able to create successful emotion within an audience, whether it be happiness, sadness or anger. This advertisement inspires me as it shows that a simple idea can be formulated in a way that makes a massive impact on audiences just through the use of video elements.
An article based around the advertisement and stating it the “saddest TV advert ever” can be seen here where they discuss the advert and why it is effective. It also highlights how successful it is at promoting life insurance and whether audiences would buy the insurance from MetLife after viewing the advert.
Article: KARA O’NEILL. 2015. The saddest TV advert ever? Tear-jerking clip is a must watch for parents who do the school run. [ONLINE] Available at: http://www.mirror.co.uk/news/world-news/saddest-tv-advert-ever-tear-jerking-5136358. [Accessed 22 February 16]