The Barnardo's advertising campaign features four images of babies with unsafe objects in their mouths to raise awareness about children living in poverty. Each image uses shock value and has a different color scheme and slogan to convey different atmospheres. The objects were digitally added using Photoshop for regulatory compliance. The Tesco Cherokee campaign portrays models looking relaxed in dangerous situations, suggesting their clothes provide comfort. Each image uses a full-body shot and manipulated photography to show models in contexts like a bear trap or shark-infested waters. This emphasizes the clothes' relaxing nature. The Tesco F&F campaign promotes its affordable fashion through images of models on catwalks alongside price tags. Photoshop places

1. ADVERTISING CAMPAIGNS

2. BARNARDO’S
Target Audience
The Target Audience for Bernardo’s is people who are willing and able to
donate to charities. This eliminates young people and students, as they are
financially able to donate.

3. In this image, you can see that the baby is calm and in utter
peace. The text of this first poster is different to the other
three in the campaign. In this image, the atmosphere is
completely bright, calm and peaceful which makes it stand out
and output a completely different feel compared to the other
images in this campaign. The yellow, golden look gives the
audience a sense of relief and hope in comparison to the
others.
In the image, the baby has a spoon in its mouth is one of the
main points of this entire campaign. However, in the other
images you can see that the other babies have unsafe and
unhealthy things in their mouths. This photo tells the audience
that this baby is fine and safe, which is what the campaigns
goal is for every other baby in the world.
The slogan for this particular image says:
“If only every child was born with a silver spoon”
The use of the slogan change emphasises that the situation is
calm and fine compared to the rest of the images which
maintain the slogan which says:
“There are no spoons for children born into poverty”
The spoon in the image has been placed in digitally using a
program called Photoshop. This was done because it would
have been against the Advertising Standards Authority. (ASA)
guidelines and regulations.
Even though spoons are not as dangerous as a bottle of
chemicals or a cockroach, it still would be violating the ASA’s
guidelines and regulations.

4. This image has a drastic change of atmosphere and feel
compared to the first one, as in this image there is shock
value due to the imagery used within this picture.
The image also shares a clean, simple, and tidy layout which
is the same as the first image as it is easy to read and access,
and so that the message of the campaign does not detract
from the image.
The colour scheme uses white as its dominant colour – which
can be linked to coldness and harshness, which represents
the atmosphere and environment the baby is being brought
up in. The white colour also gives the image an unwelcoming
feeling due to the emotions and feelings it represents.
The slogan has also changed in this image to emphasise the
change of imagery compared to the first picture. In the first
picture, the slogan was hopeful and warm – but in this
picture however it is drastic and certain with what it is
saying.
The bottle in the image has been placed in digitally using a
program called Photoshop. This was done because it would
have been against the Advertising Standards Authority. (ASA)
guidelines and regulations. Barnardos would not be able to
use an actual chemical bottle as this would be against the
regulations.

5. In this image the atmosphere is marginally different in
comparison to the second image. The image uses shock
value in order to capture the attention of the audience, and
they achieve this immediately with the cockroach in the
babies mouth.
In the three images that contain the slogan ‘There are no
silver spoons for children born into poverty’ all of the babies
in the pictures display a painful expression. This is
Barnardo’s attempt of getting their point across in their
campaign. The slogan change and the overall atmospheric
changes in the images also represent this.
The colour scheme of this image has a yellow/orange feel to
it which shares similarities with things like dirt and filth,
which represents an unhealthy environment. The
combination of the cockroach and colour scheme create an
unsettling image for the viewer, also shocking them, giving
them reason to read and help with the campaign.
The baby carries an orange glow which gives the baby a
greasy and oily look, which further implies that the baby is in
a bad place and needs help. It also shares the dirt and filth
effect which the colour scheme helps achieve.
The poster contains the same layout as the other images so
that it does not detract from the image, but so that it is easy
for the reader to access all of the information.
The cockroach was photoshopped in the image as it would go
against the ASA’s guidelines if it was not.

6. This image shares properties with the other images in
the campaign, but combines the other two pictures’
atmospheres together.
This picture shares a similar colour scheme to the
second image, as this picture is also basked in white –
being the dominant colour of the image. As explained in
the second, the colour white can be associated with
things such as harshness and coldness, which is not a
safe or good environment for a baby to grow up in.
The layout of this image is again the same as other
images so that it does detract from the image, and
makes the information on the poster more accessible.
The needle was photoshopped into the baby’s mouth,
as everything else in this pictures, as if it wasn’t
photoshopped – it would be going against the ASA’s
guidelines and regulations.
The baby shares a painful and sad expression, as this is
the main theme of the campaign and gives the reader a
reason to read the text to find out how to potentially
save babies in a similar situation to the one in the
image.

7. TESCO CHEROKEE
Target Audience
The images that are used within the Tesco Cherokee fashion line make the models in
the shot looked calm and relaxed. This is aimed at people who want nice and
comfortable clothes, but are not looking to spend a lot of money. The age range
would typically be between people in their 20’s up to their 40’s.

8. This image is a full shot, which includes the womans full
body. The womans full body is in this image because the
advertisement is about clothes, and the clothes are the
main focus of the advertising campaign.
The model in this looks completely calm and relaxed,
which is a theme that runs throughout the Cherokee
campaign. This use of a calm and relaxed look make it
so that model looks completely fine with the situation
that she is in – for this instance, being caught within a
bear trap.
In this campaign, each model has been put in a
situation which is life-threatening and dangerous to
show that the clothes they are trying to sell are relaxing
and comforting, which is a good selling point for
clothing.
The colour scheme for the image is shrouded with
brown and hints of green. The brown can be seen on
the floor, and on the bark of the trees. It also blends in
with the actual outfit the model is wearing. The green
on the leaves help alleviate the image from being bland
and give it a extra hint of life so the image does not
instantly be seen as boring.
The image has clearly been manipulated with
Photoshop as if it wasn’t, it would be violating the ASA’S
guidelines and regulations.

9. This image is a full shot as you can see the
full body of the woman in the photo. This
because the clothes are the main selling
point of the advert and must be shown to
reach the attention of the audience.
Like the rest of the images in the campaign,
the model looks completely calm and
relaxed which is the recurring theme within
this campaign. The model looks completely
calm and fine with the situation, with this
particular scenario being within shark
infested waters.
In this campaign, each model has been put
in a situation which is life-threatening and
dangerous to show that the clothes they are
trying to sell are relaxing and comforting,
which is a good selling point for clothing.
The colour scheme for this image consists of
a heavy use of a washed out grey/white
palette. The grey and white colours can be
seen on almost every inch of the image,
apart from the actual models clothes which
stand out in the centre frame of the image.
The image has clearly been manipulated
with Photoshop as if it wasn’t, it would be
violating the ASA’S guidelines and
regulations.

10. Similar to the other images, this image is a full shot,
which includes the mans full body. The mans full
body is in this image because the advertisement is
about clothes, and the clothes are the main focus of
the advertising campaign.
The model looks calm and relaxed which represents
that the clothes that he is wearing make him feel
relaxed and safe no matter what situation he is in.
The model has been placed in a dangerous situation
to help highlight this point and get the point across
that Cherokee’s clothing line is foremost relaxing
and comforting.
The colour scheme of the image complies of a few
shades of green on the lower half of the image, but
on the top half, it consists of the pure white sky and
the model with his grey look. The white colour is
used to make the model stand out as if there was a
mix of rainbow colours in the background, it would
detract the focus and emphasis on the model and
what he is wearing.
The image has clearly been manipulated with
Photoshop as if it wasn’t, it would be violating the
ASA’S guidelines and regulations.

11. Just like all the other images in the campaign, it uses a
full body shot so that the model can fit in the picture
perfectly. The woman’s full body is in the image because
the main purpose of the campaign is to sell the
Cherokee clothing line to people.
Similar to the other three images, the woman in this
image appears calm and relaxed which is the main
theme Tesco Cherokee is going for. This calm and
relaxed represent that if you wear these clothes, you’ll
feel comfortable and relaxed at all times.
The colour scheme of this image consist of a heavy
white sky, a slightly beige on the left side of the screen
and a soft green in the background of the image. With
this mix of colours, it makes the image interesting and
also helps the model stand out as she is wearing a
completely black outfit with a pure white top which
helps grab the audiences attention.
The image has clearly been manipulated with
Photoshop as if it wasn’t, it would be violating the ASA’S
guidelines and regulations.

12. TESCO F&F
Target Audience
The Tesco F&F advert is aimed at people who want to look fashionable, but do not
wish to spend a lot of money on clothing. This is aimed at young adults, as these
would be the people wanting the most fashionable clothing.

13. In this image, you can clearly see that model is not actually on the
catwalk, but has been cleverly placed using photo manipulation
software. She has been placed on a price tag to not only to highlight the
low and affordable price, which is the overall main focus of this
campaign, but she has also been placed like so on the catwalk to attract
people to the image.
The colour scheme in this image is a heavy mix of crème with a mix of
darker colours in the background in order to make the foreground stand
out more to the audience. The colour scheme for this image is
monochrome
The model being placed on a catwalk shows the audience that despite
the low affordable price, it is good enough quality to actually be worn to
a photoshoot or modelling situation. The mix of the price tag being
dangled upon the catwalk shows the audience that even with the cheap
price of the outfit, it is still good quality.
The layout for this advert is simple and tidy so that it does not detract
from the main focus of the campaign.
Direct address is also used in this image to create a relationship with the
audience, in an attempt to encourage them to buy the clothes.
The campaign message for Tesco F&F is that you do not need to pay a lot
of money to look good.

14. Similar to the first image, you can clearly see that model is not
actually on the catwalk, but has been cleverly placed using photo
manipulation software. She has been placed on a price tag to not
only to highlight the low and affordable price, which is the overall
main focus of this campaign, but she has also been placed like so
on the catwalk to attract people to the image.
The colour scheme for the image is also very similar to the first
image which helps keep the overall focus of the campaign.
The colour scheme in this image is a heavy mix of crème with a
mix of darker colours in the background in order to make the
foreground stand out more to the audience. The dress is also a
dark grey colour which helps make the dress stand out compared
to the rest of the image. The colour scheme for this image is
monochrome.
The model being placed on a catwalk shows the audience that
despite the low affordable price, it is good enough quality to
actually be worn to a photoshoot or modelling situation. The mix
of the price tag being dangled upon the catwalk shows the
audience that even with the cheap price of the outfit, it is still
good quality.
The lighting in this particular image is used to frame the image to
help maintain focus on the model.
The campaign message for Tesco F&F is that you do not need to
pay a lot of money to look good.

15. Just like the other two images, you can clearly see that model is
not actually on the catwalk, but has been cleverly placed using
photo manipulation software. She has been placed on a price tag
to not only to highlight the low and affordable price, which is the
overall main focus of this campaign, but she has also been placed
like so on the catwalk to attract people to the image.
The colour scheme for the image is also very similar to the other
two images which helps keep the overall focus of the campaign.
The colour scheme in this image is a heavy mix of crème with a mix
of darker colours in the background in order to make the
foreground stand out more to the audience. The colour scheme for
this image is monochrome.
The model being placed on a catwalk shows the audience that
despite the low affordable price, it is good enough quality to
actually be worn to a photoshoot or modelling situation. The mix
of the price tag being dangled upon the catwalk shows the
audience that even with the cheap price of the outfit, it is still good
quality.
The lighting in this image appears to be more toned down which
gives the image a more crisp and defined look which makes the
dress stand out in the image.
The campaign message for Tesco F&F is that you do not need to
pay a lot of money to look good.