CPR advert for British Heart Foundation

Star power – Vinnie jones is the protagonist  in the advert because he is well known in the UK. Star power is used to engage the audience and makes it seem more trustworthy.

Use of humour – “staying alive” is playing in the background, which relates to the advert as it’s about saving a person’s life. A human dummy slides across the floor for him to use as an example. It’s not what is expected in this kind of advert as they’re supposed to be serious but it’s different from most adverts so keeps the audience intrigued. Vinnie uses humour when he says ‘you only kiss your Mrs on the lips’. This also keeps the audience interested when humour is added.

Mode of address – using colloquial language makes the audience feel as though they’re being spoken to directly. The audience feel involved and are more likely to pay attention to the useful information he’s giving than if it were to be formal without any humour. He uses informal language such as ‘geezer’ and ‘aint’. He doesn’t use difficult words to confuse the audience, instead he keeps it simple so it’s a clear guide and easy to remember. He asks rhetorical questions such as ‘what do ya do?’ in order to get the audience thinking. He uses a harsh and powerful voice to get the audience listening and secure their attention. He sounds persuasive and carries out a direct address.   

Shots- a close up shot of his tattoo which spells ‘hard’. It’s referring to the way you need to give CPR, even though that’s not what his tattoo means. He later on says you need to press hard.

Text- they use sans serif font which is less formal as their target audience is aimed at a youth audience as they aren’t as aware about CPR as adults are. They use the colour red to represent blood because the advert is for the British Heart Foundation.  

Slogan- in the beginning it shows ‘it’s not as hard as it looks’ and is mentioned again right at the end. It’s to emphasise the fact that anyone can learn CPR. It also links it back to the beginning which makes the advert more effective.

At the end he asks the audience if they’d be interested in trying out one of their courses. This gets the audience involved and is also a simple way of getting more people to learn CPR.