James Newton– Issues a personal response F486 Bernardo’s Silver Spoon Campaign Analysis
THE SLOGAN The slogan for this campaign “There are no silver spoons for children born into poverty” is very successful in making its purpose clear. For example the text is enlarged and emboldened so that the viewer takes more notice to this certain piece of text first. Additionally the language is very formal and is laid out in form of an article strip from a newspaper to reveal the seriousness of the issue. However the juxtaposition of the image and the text help infuse the response from the audience.
SHOCKING THE AUDIENCE This poster campaign was designed to shock and overwhelm the viewer. The images of the new born babies in a feeble and fragile state with dangerous and unhygienic things put I their mouths will generate a response of sympathy from audience. However I believe that by using three ludicrous images of babies in poverty and comparing it to only one image of a baby in an acceptable circumstance has a major effect on the scale of response that the viewer generates.
TARGET AUIDENCE The target audience for this campaign are parents, people planning to have a child, or anyone who currently suffering from poverty. The campaign tries to warn them by comparing the images to real life poverty. Barnardo’s are trying to tell the viewer that babies living in poverty are in the same situation as the babies in the posters.
ARRANGEMENT The images of the poster are the most dominant and are and cover the whole page so that they are the first place the viewer looks. The faces with the objects in their mouths are centred so that audience can see that they are new born babies so the audience can see how venerable are. The text is layout formally and is set out in paragraphs and tells the story of each baby. The stories inculcate the response from the audience.