Save the Children Advert (2012) - this advert is designed to persuade the audience to donate to the charity and they achieve this through making the audience feel guilty. As it is a very sad and morbid subject already, the discreet use of different camera angles and shots (specifically angles) adds to the severity of the guilt. The opening shot of this advert starts with a mid shot of a malnourished child and the mid shot works very well in this situation because it sets the scene for the audience and helps them understand what they are about to watch. Although this is a very basic shot to open with, it almost acts like an establishing shot because it informs the audience with the setting, the subject and the mood, all in one shot. Also, the use of the fade from black has a huge impact because it resembles this situation coming from a dark place. From here, the camera then takes an abrupt cut to an ECU shot of the child's teary eyes, which solidifies the mood of the advert as the tears represent the sadness in the child's eyes. As this shot is so close to the subject, it is the only thing that the audience can pay attention to, therefore not allowing them to ignore the crying and adding to the strong sense of guilt which they aim to emit.The neighboring shot is a standard mid/wide shot of an ill baby laying down however this time they have added a higher angle to it. This is extremely clever because the height or angle of a shot usually represents to status, and in this case the shot is at a higher angle which is pointing down at the subject. In most other films this would suggest that the child is inferior to everyone else and by making the audience think this, it persuades them to donate money in order to give this child a better life which is their ultimate goal.

Two shots later there is one of the most powerful shots in the entire advert and this has been created through the use of composition, shot type and shot angle. First of all, the shot has once again been positioned at a low angle, however this time it is at the child's height. As he is laying down in a bed, it shows a great sense of weakness and fragility and because the camera is at his level, it almost puts the audience in that child's 'shoes' and makes them feel what he feels. Then, they have used a close up shot in order to capture the extreme detail of the child's condition and how it is affecting him physically. This has been used once again to make the audience feel guilty but this time it almost adds a sense of disgust because the severity of his illness is not the most pleasant thing to look at so they are forced into donating by the persuasion of their emotions, due to this specific shot. Finally, these two aspects are paired with smart composition of someones hand being put directly next to the camera and having the child reach out for it. The persons hand has been placed here to resemble the audience and as the child is reaching for it, it shows the audience that the child is reaching out for them in order to save his life. These three aspects of one shot have been combined to persuade the audience greatly and adds to the sympathy towards the children in that situation.