Name: Hannah Morse Product: Quit smoking

Camera Shots – What shots are used and why?

Medium shot of the young child to show the audience that he is upset and crying for his mum

Quick cuts to show to the audience that the child is looking around to see if he can find where is mum is

Long shot of the child looking around the train station

Mise-en-scene (What colours, sets and props are used? Why?)

Low key lighting is used throughout to show the emotion and that it’s a sad advert

Set in a train station as it is a busy place and somewhere a child could easily lose their mum

Advertising Techniques – What techniques are used and why?

The advert uses anchorage by the way the hook line at the end links to the meaning of the visual – ‘if this is how your child feels after losing you for a minute just imagine if they lost you for life’

Narrative – What is the story of the ad, characters, settings, conflicts, resolutions?

The conflict of the advert is that the character of the little boy loses his mum in a busy train station. This connotes to the fact he lost his mum in real life due to smoking. The resolution at the end is to try and get people to quit smoking.

Target Audience – Who is the product for?

Smokers with a young family or children who need or want to quit

Sounds - What can you hear?

Sad music and sound effects of the child crying which triggers the audience’s emotions