Media language in charity adverts

  • Created by: holly6901
  • Created on: 03-01-20 09:25

One sub-genre of advertising is charity adverts. They combine the repertoire of elements of the advertising form, but they also have a set of conventions specific to the sub-genre. Charity campaigns want an immediate response from the audience, therefore advertising agencies are responsible for the campaigns produce shocking, memorable and hard-hitting adverts. The conventions include:

  • A name to differentiate it from other campaigns by the charity.
  • Audio codes
  • Recognisable songs with pertinent lyrics
  • A dramatic soundtrack which may rise to a crescendo as the audience is urged to act
  • The use of a…


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