education

1. Advertising and Marketing Part 3: Charity Adverts
In the UK there are 320,000 homelesspeopleand170,000 ofthemare in London. Inthe last decade
the numberof people had increased by 100%- itdoubled. Shelter is a charity for homelesspeople and
they want to give the homeless a safe place to stay.
Factorsof homelessness:
o Unaffordablehouses
o Austerity
o Domestic abuse
o Mental healthissues- People can’t keepjobs.

3. -
Viewpoints andideologies
The shelter campaign can be seen to communicate some ideological values. The analysis
suggests that the viewpoint that social inequality is unjust is reinforced, and also that those
with more wealth and power are in a position of duty to help those who aren’t. Therefore,
the ad has a socialist and liberal view.
In addition, the ad reinforces the ideological values of individualism by suggesting that
everyone has the right to a better life, even the less fortunate people.
To some extent, this value is reinforced through the ideology of consumerism by using the
advert form, which relies on the consumption of messages and values to create empathy and
persuade the audience to donate to their charity.
Audience response andinterpretation
The preferred reading of this advert couldbe that homelessnesscan happentoanyonefor a number
of different reasons. There’s also an additionalpreferred meaningthat suggestswe shouldfeel
empathy andresponsibility for helping otherswho are less fortunatethan ourselves. The audiences
responsewill depend onthe demographicand experiences they have. In particular, it will dependon
their views towardscharity and how they respondto the representationsconstructed.