Task 4 / Campaigning adverts and audience readings

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Be Food Smart

In this essay, I will be analysing the Be Food Smart campaign. The campaign was designed especially to raise awareness of an individual's diet. There are two main audiences here; young children and their parents. We know this as near to the end the child states ''to help you and your kids find a healthier start to the day.'' the direct address of ''you'' breaks the fourth wall and creates a sense of immersion.

The entire video has a very authoritative tone to it. The child narrating brutal punishments such as teeth falling out can really scare a younger person; making them think twice about their sugar in-take also the whole campaign helps the child's parent persuade their child into taking up a more healthier diet. But this whole brutal aspect of the campaign really contrasts with its theme of bright colours and the fun stop-motion.

The campaign also uses statistics which makes the audience ''85 sugar cubes a month'' ''1026 sugar cubes a year'' this really makes the audience re-think their diet. Another technique is the brutal punishment narrated by the child, telling the audience that ''you'' could get either heart disease or cancer when your older if your sugar levels are high, bullying the audience into getting healthier lifestyles. 

At the end of the campaign, they advertise their app and website. This is actually very helpful as instead of just shouting at people for having bad diets, they're doing something to help. The app includes features such as being able to scan an item and the amount of sugar will come up, you can also look up healthier options to the sugary foods you eat. 

To conclude the campaign really involves the audience a lot by breaking the fourth wall and offering them help via the be food smart app, the campaign has a very dark comedic tone to it by having a young child narrate very harsh realistic outcomes of having too much sugar. I think that the campaign's use of this is very persuasive and has certainly helped me re-think my diet. 

Comments

  1. media15 November 2018 at 02:57

    You have written some interesting points about the direct address and use of narration. I am not sure the ad is meant to be dark and comedic! You could certainly go into more detail in terms of the other techniques used to get the message across. Also more on the target audiences - parents and adults and their possible audience readings. The task has specific questions attached to it.

    Amy

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