2. Audience
25+ people who are stable and settled and A, B, C demographics are the target
audience.
Charity adverts use children to advertise their campaign because they are
innocent and vulnerable, they have rights.
4. Text in childish
handwriting, also uses of
quotation marks these both
give the effect that a child
has written it themselves, it
also makes the audience
realize they may not just
be damaging themselves
but also their children.
The fact at the
bottom is used to
shock the audience;
showing that this ad
is aimed at adults.
They have taken the
well known fear of
spiders, to show
what really scares
this girl, the audience
can tell it is a girl,
from the flowers in
the background, the
spider is also made
to look big thanks to
shadows and
lighting.
6. Shelter
●Shelter was founded in 1966 in London. It is a
charity that helps to find homes and keep
them. They find the root problem for families
and find them a home. They launched a
campaign in 2011 by releasing poster ads on
Facebook and mobile messaging. The
campaign launched in 4 towns for 6 weeks
and was directed by Ken Loach. Their aim was
to shock and stand out to an audience without
using gimmicks. The posters use direct mode
of address.
https://www.youtube.com/watch?v=8kyb0dh
W5ss
Facts:
● Thousands of people loose their homes
because of relationship break downs.
● Every 2 minutes someone faces losing
their home.
● 1 million people come to shelter for advice
and support.
● 1 in every 200 people in the UK are
homeless.
● Over 300,000 homeless people in Britain.
7. Context: Shelter’s 2011 campaign
Founded in 1966 in London. Ken Loach’s Cathy Come Home was pivotal in
establishment of the charity. https://www.youtube.com/watch?v=xky8ZqhNAlo
Aims to help people with homelessness and bad housing. Gives advice and lobbies
government to make changes to improve housing.
Campaign launched in 2011 to encourage people at risk of losing their home to
ask for advice earlier
Main focus of campaign is poster ads, but FB and mobile messaging also used
The poster campaign initially launched in four towns identified as hotspots for
housing problems, and ran from 21 August for six weeks.
8. Discuss
Shelter’s campaign was created by Amplify on a pro bono basis. Jonathan Emmins, founder of
Amplify said:
“It was crucial to us that the creative had the ability to shock and stand out but without resorting to
gimmicks. We wanted people to empathise, to never lose sight of the real people, the real faces
impacted by the current economic and housing situation.”
Purpose:
To campaign
To provide information
Aims:
The aims of this campaign is to raise awareness of homelessness arising in todays society, especially with the
recession and the current climate, which is relatable to many people in todays society because it coincides with the
issues of debt which people are faced with.
Some of slogans used to really catch to eye of the reader include; ‘but where will we live?’ this is a good clear
message which gets the information across in a direct manner as this could happen to anyone down to their job or
living accommodation.
9.
10. • Expressionless face- shows pain and despair.
• Neutral expression- Makes audience wonder
what the woman is upset about and how they will
change it.
• Translucent font make eyes look blood shot, like
stress has taken over.
• The colour red connotes blood (danger).
• Middle aged woman.
11. • Young man appeals to male demographics who may feel
controlled in the same kind of situation and feels
embarrassed.
12. • Many people suffer debt, especially young people like this
woman. This appeals to other young people who may be in
debt and feel they have no way out.
13. Analyse the ad
1. The aims of this campaign is to raise awareness of homelessness arising in todays society, especially with the
recession and the current climate, which is relatable to many people in todays society because it coincides with the
issues of debt which people are faced with.
Some of slogans used to really catch to eye of the reader include; ‘but where will we live?’ this is a good clear
message which gets the information across in a direct manner as this could happen to anyone down to their job or
living accommodation.
2. The posters end a message of guidance and help, wanting people to know they are there if you feel stuck or
undermined. The commanding slogans such as ‘he can’t do that’ show the desperation people contain but the
slogan makes them seem childish so therefore prevails how much help they need.
3. Shelters values are to keep in touch with the real people in our society and not forget those who are struggling.
4. The people represented are the normal type. Middle-aged woman, young woman and man. Not typical blue hair
and pretty face but brown hair and facial hair. They represent the lower to middle class.
14.
15. Social Context: Social Anxieties
●How many households are homeless? 48,010 (2010)
●In the East Midlands? 925
●In London? 15,000
●In England? 48,010
●https://www.theguardian.com/society/2017/nov/08/one-in-every-200-
people-in-uk-are-homeless-according-to-shelter
18. Social Context Cultural Context
●Inequalities
Reminds us of the inequalities of wealth in society
●Social Values
Values of people facing losing their home is different
to people who value trivial matters, latest x box,
make up etc
●Consumerism
Homelessness can be seen as one of the
effects of consumerism (over spending, debt)
● Postmodernism
Media saturated world, shocking images,
desensitised to shocking images and statistics,
focusing on individual, personal experiences rather
than mass stats / data
19. Task
Generic codes and conventions :
● Close up shots- powerful.
● Light is dark and intense for emotion
between actors and viewers.
● Always contain a logo.
● Always contain slogans or phrases to
make people think.
● Bold font and colour.
● Include information.
20. Generic Codes & Conventions of Charity Ads
●The creation of sympathy for the subject of
the charity (use of facts and statistics)
●The creation of empathy for the subject of
the charity ( use of images - how would you
feel if you were in their shoes?)
●Shock – make you feel that you have to
contribute to the charitable cause (disturbing
images)
●Charity name / logo
●Slogan
●Image of victim maybe isolated
●Sombre mode of address
●Use of colour
●Colour associated with brand
●Web address
●Invitation to interact with company / donate
●Message will be text / image based
