_{This advert has a much more serious tone to it. Black is a dark that signifies the advert being of a dark matter. In this case it is about the lives of people. Despite an image being used it is still type dominated. Starting with the term “When” the reader will think, “When what?” giving them a reason to read on. White is used as the type color, which stands out well on the dark background. The white also keeps the serious feel of the advert as, like black; white is not a color but a shade. The font is in sans serif, which still makes the advert easy to read and understand, as well as not being harsh on the eyes that a serif font may. The white type choice is a good choice because it gives the impression of a glow, that despite the upsetting problem there is still light at the end of the tunnel.  Which gives the impression that the light bulb could be that light, that hope they seek for.}