3. This image displays how good life could be for babies, and how life should be for them. The
use of the silver spoon is a symbol used to represent wealth, and in order for Barnardo’s to
include the spoon in the photo and follow ASA guidelines the spoon has been photo-
shopped into the picture. As the baby is plump it appears he is healthy and well fed and
this and the silver spoon image seems to suggest that this baby is well looked after.
As well as using certain items in the picture to convey the message the photographer also
uses the colour scheme in order to achieve this effect as they have gone with colours such
as gold and silver to conjure up connotations of a happy and welcoming environment; an
ideal place for a baby to be. Also, the tag on the babies left hand also supports the belief
that this is a baby that has been born into good care, as this suggests it has been well
looked after and is in a good place.
The fact that the baby is positioned in the centre of the image with the text located to the
right implies that the focal point is the baby itself as the writing has been pushed to the
side in order to accommodate the baby. However as the writing is still an important
element of the picture it is still there to be read as it is clearly visible to whoever is
observing the picture and the colour of the text (black) is easy to make out against the gold
background.
4. Picture 2 tells a different story to the previous one, whereas the last image shown
us a baby who looked well cared for and content this one displays a baby who
seems to be in some discomfort. First of all the baby has a bruise on its chest, its
facial expression displays pain, and in its mouth is what looks like a chemical bottle.
These two features connote that the baby has not been well looked after, and also
that it is an environment that is unsuitable for a baby.
The hospital tags that are attached to the baby seem to connote that the baby was
born into a safe place but even though it was born there it doesn’t mean it will be
living there so a safe life isn’t guaranteed.
The writing is tucked up in the corner in order to maintain clear view of the baby
and the change of slogan emphasises the change in imagery. The image uses shock
value in order to convey a message and prompt people to donate.
5. In image three the shock value grows as the campaign has progressed, with the
element of shock being its main persuasive tool to get people to donate to the charity.
The colour scheme the creator has gone with in the photo consists of orange and
white, and this choice of colour scheme is significant as it possesses connotations of
filth and dirt which implies that this baby has been born into a dirty environment. This
theme of filth and dirt is maintained with the use of the cockroach in the babies
mouth, as cockroaches are known to be creatures that carry disease and are
notoriously filthy creatures. The cockroach would have been photoshopped into the
image in order to keep within ASA guidelines.
Although the colour scheme is similar to the first picture in orange and white, the
colours are used in a different context. Whereas the first picture uses these colours to
represent cleanliness and health this picture sees them used to portray dirt.
The layout is the same as the other two, with the text out of the way in order not to
distract from the main image.
6. In this image the campaigns shock value has continued to escalate, as the baby in the
image now appears to be dirtier and more unhealthy. This shock value prompts a call
to action, which motivates viewers to donate to the cause.
A cold colour scheme of white and light blue has been used, and such colours connote
a harsh and unwelcoming environment for the baby. The babies facial features
express pain. The use of a syringe has connotations of a dangerous environment,
especially when we consider the substance within the syringe which heavily implies
drugs.
8. In image 1 the model is in a dangerous situation as they are
surrounded by sharks, but their body language suggests
they are relaxed. This suggests the brand is one you can be
relaxed in.
The advertisement is laid out in a simplistic manner with the
brand name and slogan located in the top right so it doesn’t
distract from the main image yet it still can be easily seen by
the viewer. Brown and Green colour scheme is used to have
an earthy or nature look and to fit in with the ‘Cherokee’
theme.
9. The model in the image is calm despite the fact that she is in a
treacherous situation. The sharks circling her seem to have no
impact on her as she appears to be relaxed. This fits in with the
theme of the clothes she is wearing providing her comfort, and
keeping her relaxed.
The style of the photo is quite conventional, with the logo and the
brand name located in the top right corner of the photo in order to
not distract from the main subject.
10. Here, we see the subject in a position where he is falling
from the sky, yet despite this situation he is in he seems to
be calm and relaxed. This fits in with the message of
Cherokee’s clothes providing comfort for those who wear
it, a message that has appeared throughout this
advertising campaign.
The logo and brand name are placed in the top right
corner, so it doesn’t distract from the main subject.
11. In the final image of the advertising campaign shows a similar situation.
There is the subject, who despite being in a life threatening situation
still remains calm and relaxed. Again, this is to signify the fact that
Cherokee’s clothing will provide comfort for the person wearing them,
and this is something suggested throughout the entire campaign.
The layout of the advertisement is simple, with the image taking up the
majority of the advertisement and the logo and brand name in the top
right.
13. One technique the photographer has used is the technique of positioning the model in the
centre of the image. This has the effect of directing the viewers immediate attention to the
main subject of the photo and informs the person looking at the picture who the main
subject is, in this case it is the model.
This idea of the model being the focal point of the image is further reinforced by the focus
used by the photographer. A shallow focus has been used and this ensures that the model
is in focus whereas the rest of the image is not, which implies the subject is where we
should be looking according to the photographer.
The fact that the logo and slogan is positioned in the bottom right corner of the picture
means that it doesn’t block the view of the subject, but is still in a visible state for whoever
is looking at the advertisement.
14. The kind of focus that this photo has been taken with is a shallow one, and this kind of
focus has the effect of drawing attention to the subject in the foreground which in this
case happens to be the model. A contrast of colours also exists in the image as the colour
scheme consists of black in the background and brighter colours in the foreground.
The main subject is placed on a price tag that is dangling down to create the illusion that
the model is on the catwalk, and this technique of positioning the model in such a way
highlights the theme of high quality for low cost. Colours are also used to provide
emphasis for parts of the photo, for example, the stage colour is predominantly black
and white to emphasize how vibrant the clothing is.
The slogan and logo are positioned in the bottom right to prevent the possibility of
obstructing the readers view of the main subject, however it is necessary for the slogan
and logo to still be visible from the readers perspective. The shot is angled and further
away getting more of the background in frame. This showcases the event and further
emphasises the slogan of high quality clothing for low cost.
15. In this photo the location has changed to keep the audience engaged and maintain
visual interest. Another effect the change in location has is that it makes the advert
more relatable to the target audience as opposed to closing off the audience by using a
catwalk. Modelling events are normally exclusive affairs so not everyone who views the
advert will be able to relate to it, but by this using a public setting more people are
able to the advertisement. The model in the picture is in the centre of the image, and
this suggests that the model is the main subject, as does the use of the shallow focus.
Direct address is also used in this photo and the effect that this technique has is that it
creates a personal connection between the viewer and the product, and draws the
reader in.
