Advertising campaigns

1. ADVERTISING CAMPAIGNS

2. BARNARDO’S

4. This image is a drastic change from the first image,
as the first image had quite a happy tine to it,
whereas this is quite dark and added shock value.
This has kept the simple and tidy layout, making it
easy to read and access the information so you
aren’t looking everywhere for the right information.
The colour scheme in this image has made it so
that white is the dominant colour. The colour white
usually has a connotation of winter, which by many
people is seen as very cold, hard and harsh. This
relates to the type of environment that this baby is
currently living in, which is a very cold and
unwelcoming environment.
This baby is in poor conditions and not being
looked after properly, there is a bottle (full of what
appears to be chemicals) being shoved into its
mouth. You can see that this baby is being abused
and being very poorly looked after mainly because
of the very poor conditions it is currently in due to
poverty. The bottle in this image has been photo
shopped because they’re not allowed to actually
show a real picture of a baby in these sort of
conditions as that would be breaching the
Advertising Standards Agency (ASA) guidelines.
You can see that the slogan for this image gives it
value and is anchoring this image, it is making
people think about the image. The fact that the
baby has a hospital tag on signifies some links to
the slogan about poverty and the fact that this
baby is going to leave this hospital most likely in
worse conditions and will not be guaranteed
healthcare and safety.
You can see that the baby is in pain due to the
expression on its face, this is linking to the type of
environment this baby has been brought into
because of poverty.

5. This image appears to escalate the shock value
even further, a cockroach being shown
crawling out of its mouth will bring a lot of
shock to many people. In each campaign the
shock value is being escalated to really get
through to people to show them what it is like
being born into poverty.
Once again the baby is being shown with a
painful expression on its face showing that this
baby has also been born into a painful and
dangerous environment. You can see quite a
dirty, yellowy skin tone signalling that this baby
really needs looking after. This baby appears to
be very oily and just genuinely looks unwell, it
really needs to be cleaned.
The colour scheme shows that yellow is the
most dominant colour on this picture giving off
connotations of dirt and filth representing the
very dirty environment that this baby is
currently living in.
The cockroach that is crawling out of the
baby’s mouth also follows the impression of a
dirty and just generally unclean environment,
cockroaches are associated with filth and
uncleanliness. They are filled with disease and
they are always found in the most disgusting
environments. The cockroach just shows what
type of conditions this baby has to live in.
This image also sticks to the clean and tidy
layout by placing the slogan in the top left
corner, keeping the information in a place
where it is easy to read and navigate. It keeps
your attention drawn to the image.

6. There has been an escalation in shock value to
make the image really affect whoever is viewing
it. In this the baby appears to be thinner and
comes off as being very unhealthy. It looks as
though the baby is not being fed and has just
been neglected and left there. This image also
keeps with the tidy and simple layout by placing
the slogan and brand name away from the main
image and in the bottom corner, this way it is
easier to access the information.
You can see that the dominant colour in this
image is white like the second image, this also
relates to the hard, cold and harsh environment
that this baby has been born into.
Once again the baby has the needle photo
shopped into its mouth due to the ASA
guidelines which doesn’t allow them to actually
show a baby in any sort of danger.

7. TESCO CHEROKEE

8. This is an image of a model lay down with her foot in a bear trap, whilst at the same time advertising Tesco Cherokee clothing. The
model has been placed in an exaggerated situation, she has a very relaxed vibe and doesn’t seem to be bothered by the situation that
she is currently in. Her facial expression is very calm and her body language is very relaxed to show that she isn’t acknowledging the fact
that her foot is trapped in a bear trap. The situation is very alarming, dangerous and life threatening but because she is wearing Tesco
Cherokee’s clothing she couldn’t care less at this moment in time. It shows no matter what situation you’re in, Tesco Cherokee will solve
everything and make you completely relaxed without a care in the world. The lighting in the image is natural lighting as she is outside
and the lighting in this image is all natural. The dominant colours in this image are brown and green, to relate to the whole theme of
nature, they are also quite calm and very natural colours. The slogan and brand name has been located in the bottom right of the image
top keep it out of the way of the main subject and as to not draw any of the audience’s attention away from the main subject. The slogan
and brand name have been coloured white so they can easily stand out from the darker colours surrounding it. The slogan and brand
name needs to stand out because people need to know what is being advertised in the image. This keeps the layout nice and tidy which
is what the company is going for.

9. This image shows a model sat on a platform in the middle of the ocean. Once again the model has been placed in an exaggerated
situation to try and increase the shock value and catch more of the audience’s attention. However, the model is once again shown in a
very relaxed state, this is to try and show off the quality of the clothing and show that it is so relaxing you won’t even care if you’re
surrounded by sharks. She is just very calmly reading a book without acknowledging the fact that she is on a platform in the middle of the
ocean surrounded by sharks. This is to try and show the audience that this clothing is amazing and literally has the ability to make you
completely oblivious top everything that is able to stress you out or harm you. It’s like the dream clothing brand for middle aged adults, it
takes away stress and will keep you relaxed which is what most middle aged adults look for. The lighting in the image is supposedly
artificial as she is most likely in some sort of studio and has been photo shopped to look like she is in the ocean. However, the lighting can
also be natural as the setting is outside. The colour scheme is mainly dominated by the colours blue and white, the blue however, is very
pale as it is the middle of the ocean.

10. This is a full body long shot which is so you can clearly see the clothing that the model is wearing as that is what this image is trying to
advertise and sell. The model has been placed in a dangerous situation but seems to appear very calm in their body language and facial
expression. This is because the type of clothing they’re wearing is supposedly very relaxing. The model has been photo-shopped into this
dangerous situation so the advertising campaign can keep within the ASA guidelines otherwise they would not be able to advertise this
campaign. The brand of clothing is trying to show that it is so comfortable, that it will keep you relaxed in any situation and environment.
The colour scheme has a dominant colour of white to show a sense of relaxation. It also helps to show the actual distance of the image,
which gives you a better perspective on how high up he actually is yet he still doesn’t seem to be showing an actual care in the world. This
is because of the clothing he is wearing, showing the target audience that it really does not matter what situation you are in these clothes
will keep you relaxed and care free. It tries to increase the shock value in each image, placing the model in more exaggerated and
dangerous situations in each image, each one of them surely leading to death. The slogan and logo have been placed in the top right
which is away from the rest of the image and it is kind of hiding in the corner, this is so that it doesn’t draw away any of the main subject’s
attention. However, it has been coloured with a darkish grey to make it stand out from the background but not stand out so much that it
is distracting.

11. This image shows the model holding on to the branch of a tree with one hand whilst also being a few hundred feet in the air. This model has once
again been placed in an exaggerated situation and is wearing Tesco Cherokee’s clothing so the model does not appear to be bothered at all by
the whole situation. This image tries to create a dangerous but relaxing atmosphere because the whole holding on to a branch with one hand can
be quite intense and it’s a matter of life or death however, the model is wearing very relaxing clothes and has a very calm attitude so when you
look at the image you kind of get shocked at first. You see what she is doing and it kind of shocks you but then because of her attitude and body
language you start to feel fairly relaxed with her and don’t actually notice the amount of danger that the model is in. Of course the model has
been photo shopped into this position so then they can keep the image within the ASA guidelines otherwise they would most likely receive many
requests to take the image down and the ASA would most likely take it down. The colour scheme for this image is very nature-like and has quite a
peaceful yet cold feeling to it. The dominant colours are green and white, the white represents coldness and relaxation as white is blank and has
nothing there it could represent the fact that the model has no cares in the world for the position she is in. the green represents nature and
calmness. Both colours represent calmness to give this image that whole calm feeling and to show she doesn’t care. The slogan and logo have
been placed in the top right corner, there is just a sort of blank canvas in the top right so it is an easy position for the slogan and logo there's a lot
of space and it easily noticeable with the dark grey colouring for it and it also doesn’t distract you from the main image.

12. TESCO F&F

13. This image is showing a model advertising a clothing brand
Fro Tesco FNF. This image uses a shallow focus as
everything on the woman is in focus since she is the main
subject in the image. You can see that the main subject is
attached to a price tag as that is what they’re trying to sell,
the fact that the price is being shown means that it will
more than likely attract people’s attention. The price tag is
photo shopped into the image, it has been placed into a
certain position which makes it seem as though the model
is actually walking across the catwalk. They are showing off
the clothes using catwalk models, this gives the impression
that the quality of these clothes is very high ands valuable
as they’re good enough to be worn by high profile models.
The clothing is being shown as very affordable and
fairly cheap for such high quality clothing, this makes it
appeal to more people as the prices aren’t very high so
more people are able to afford it. This makes it so they’re
actually able to sell their clothes. The colour scheme in the
image is very monochrome as the main colour is just grey
with a lot of shades of black and white, this is so they can
bring more attention to the main subject and kind of keep
the background out of the spotlight of the image. The
layout for the image is very simple and tidy, slogan and
logo are tucked away in the corner so they don’t take any
of the attention away from the main subject.

14. This is once again another image of a model on a
catwalk advertising Tesco FNF clothing. You can see that
this image ahs been shot on an angle, showing a very
different view of the catwalk. You can see that the
lighting in this image is very focused on the catwalk
which is where the main subject is positioned. This
creates quite a black background so all the attention
isn’t taken away from the main subject. The colour
scheme for this image appears to be once again very
basic and monochrome, it wants all the focus to be on
the model and the clothing, it wants the setting to look
and feel real. You can work out that the target audience
fro this clothing is mainly Middle aged, working class
women. This model is also made to look like she is on a
price tag so the audience can clearly see the price fro
this clothing. The layout is very simple and tidy with
everything being placed in the corner so all the
attention is still on the main subject.

15. This is the last image of the models for Tesco FNF. For this
image the first thing you notice is that the location has
been changed from the previous images. You can see that
it is in a much more public place so there is noticeably
more people standing around in the image. You can see
that the lighting is a lot more dimmer than the previous
images, the lighting is very dull and the only piece of
lighting in the image is just mainly being focused onto the
main subject still as that is what this campaign needs to
advertise. The colour scheme is once again very basic as
to not draw attention away from the catwalk, the only
colours present are grey, white and black and a very dull
blue, since these are not very eye catching and will not
attract people’s attention. The layout is still keeping to
that every clean, simple and tidy layout making sure it
isn’t distracting but is yet still slightly noticeable so you
can see who is advertising the clothing. The model is
looking straight at the camera, as to try and create a
relationship with the audience, this is because people
won’t necessarily be interested in something that isn’t
interested in them. The model is made to look directly at
the camera so then it creates this sort of connection with
the audience on a level which makes them more
interested in their clothing. A recurring theme in these
images is that the clothing is cheap yet high quality.