Mind has released multiple advertisements in the past. The most notable of these being the one which was released just last year, in 2021. This advert was so successful because of the situation at the time, the Corona Virus. With the pandemic came a lot of huge issues related to mental health, being unable to go outside and meet people took a tole on people's mental health. This also gave Mind a new challenge to tackle which they successfully took on through their 2021 advert and campaign.
In the very first shot of the advert a close up shot is used. This captures a shot which focuses on the medication on the table. Immediately this suggests that the person is struggling with depression. Mind does this to clearly show what their brand is and exactly what their values are and what they stand for.
After this the camera slowly pans to a person lying down in bed, on a deeper level this suggests that the person is struggling with depression or some form of mental illness, we know this because Mind educates people on how to spot depression, and when combined with he previous shot it creates an underlying message which is trying to be conveyed to the audience - stating this person is clearly unwell -.
It shows them in bed for what appears to be a very long time, a common symptom of mental health issues.
Furthermore a close up shot is used to show them turning their phone over so that they can avoid a phone call, suggesting that they feel a disconnect from the world and feel alone so they choose not to socialise online - due to bullying -, this is further reinforced by the text that Mind has added, telling people to be kind.
The colour pallet is very dark and gloomy consisting of deep greys and dark blues. Generally these colours connote sadness and negativity which contrasts very well with the theme of the advert creating a sense of maturity and despair. It shows that mental illness is a serious matter and that it drains you just like the colour has been drained from the advert, it is a powerful metaphor.
Eventually the girl steps outside revealing the dull and horrible weather, this goes hand in hand with the bland colour pallet. This is a perfect example of pathetic fallacy, the weather is setting the mood of the scene to create a boring and dead atmosphere which is supposed to reflect how the character feels on the inside.
At the end Mind's logo is shown which is supposed to show people the brand identity and show that there is a place for all those who are struggling to receive help or educate those who do not necessarily understand the issues revolving around mental health.
media conventions to create a compelling story which clearly gets the message across in a simple but effective way that is easy to understand.
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