The Barnardo's advertising campaign uses increasingly shocking imagery of babies in dangerous situations to prompt donations and raise awareness of child mistreatment. The images begin with a happy baby with a silver spoon and escalate to show babies with cockroaches and syringes to emphasize the message that not all children live in safe environments. The Tesco Cherokee campaign features models in hazardous situations but appearing relaxed, implying their clothes provide such comfort that dangers don't faze them. Images show models plunging from heights and in water, designed to highlight the clothing brand's quality. The Tesco F&F campaign aims to show working women can have high fashion at affordable prices. Images present models on catwalks prominently

1. ADVERTISING
CAMPAIGNS

2. BARNARDO’S
Target audience: young parents, people with money (working class).
Representation: the shocking imagery is used to prompt donations and to prevent child
mistreatment.
Message: Not every child is born into a nice, caring family that can provide a happy and a
safe life for a baby.

3. The silver spoon in the image represents
wealth, the spoon has been photoshopped to
keep within the ASA guidelines.
The slogan “if only every child was born with a
silver spoon” anchors the image and links to
the perfect little baby with a silver spoon in it’s
mouth.
The colour scheme of the photo uses gold and
silver colours, this creates a happy and warm
emotion when looking at the baby. The baby is
lying on a furry blanket which is important
because it shows the baby is being looked after
and cared for, the baby is comfortable and safe
in a clean and welcoming environment.
The hospital tag on the babies wrist has
connotations that the baby has been born in a
safe, clean and professional environment and it
has been well looked after.
The baby is quite chubby which indicates that it
is well fed and isn’t being starved.
The slogan is out of the way in the corner. The
fact that the writing is bold, big and black
makes it much easier to read.
The baby looks happy and clean which
tells us that it is well looked after and
that it is content with its surroundings.
The silver spoon is a significant part of
the image, it stands out a lot compared
to all of the things to see in the image.

4. There is a drastic change of imagery compared to the previous image, it’s a increase in
shock value.
The layout of the add is still very similar to the previous image, the font it the same, the text
size and colour are the same and its out of the way and in the corner.
The colour scheme is mainly white and light blue tones, these colours are used to create a
cold, hard and unwelcoming look to the image.
The slogan has negatively changed to emphasise the change in imagery.
The bottle has been photoshopped into the
babies mouth, this is done deliberately so that
they keep within the ASA guidelines.
The bruise on the babies chest and the bottle of
chemicals in the babies mouth signifies that the
baby isn’t looked after nor is it cared for.
The baby crying indicates it’s unhappy and in
pain which then tells suggests that the
environment which it’s held in unsafe and
causing pain.
The baby has a hospital tag on it’s arm telling us
that is was born in a hospital, a safe
environment; however, just because the baby
was born in a safe environment doesn’t mean it
will stay safe, when the baby is born it has been
taken into an unsafe environment.

5. The larger the add campaign grows, the larger the shock value is. A silver spoon has been
replaced with a diseased cockroach a complete contrast in objects. The cockroach furthers
the impression as the insect itself is known as filthy and diseased. The cockroach in the
babies mouth can be seen as a personal invasion, the baby doesn’t have the ability to look
after it’s self. The cockroach has been photoshopped to keep within the ASA guild lines.
The layout is the same as the previous two ads, out of the way, noticeable but not too
noticeable, clear and the text is tidy.
The orange oily/ greasy glow further emphasises that the baby is in an unhealthy, unsafe
environment. The ad image makes it clear that the
baby needs help! The orange white colours are
similar to the colours used in the first ad, however,
they are used in a completely different context. In
the first ad, the colour white was used to
represent sterol and cleanliness and in this as the
colour white represents a cold and harsh
environment, an uncared and abandoned
environment. The orange was before used as a
warm safe colour and in this ad its used as a dirty,
unclean colour.
The baby itself is sweaty and unclean suggesting
that it hasn’t been bathed or cleaned in a long
time, the baby clearly needs help and Barnardo’s
used the shock value to make the target audience
to have empathy for the babies.

6. As the campaign has continued, the shock
value has escalated. The baby is now
appearing dirtier, thinner and in an even
more dangerous position.
The layout is the same as the previous two
ads, out of the way, noticeable but not too
noticeable, clear and the text is tidy.
The colour scheme is a harsh white and light
blue, this creates a cold, harsh vibe and
suggests that the baby is cold and
abandoned.
The facial features of the baby suggest that
it’s in pain. The use of a syringe has a
connotations of a dangerous environment, an
uncared for environment and a dangerous
poverty home. The substance in the syringe
heavily implies drugs and other illegal
substances unsuitable for anyone never mind
a baby.
Like the other ads the baby look s dirty and unwashed, the baby still has the hospital tag on
its wrist and by the looks of it hasn’t been bathed since being born. The baby looks thinner
than the babies in the other ads suggesting it hasn’t been fed and its belly looks like it is
starting to bloat. The baby crying shows that it is clearly uncomforted and needs help.

7. TESCO CHEROKEE
Target Audience: Middle aged adults, 30+.
Representation: using models in terrifying situations, but their brand is so
comfortable they don’t notice.
Campaign Message: clothes produced by Tesco Cherokee make you feel relaxed
and comfortable no matter what the situation.

8. The model is in a dangerous situation, yet their body language does not reflect this. Instead,
they are relaxed implying that their comfort levels exceed their pain level.
The simple layout with the brand name and slogan in a bright white colour placed in t he
bottom right corner doesn’t take away attention from the image itself.
The brown and green colour scheme is create to give the setting an earthly or nature look.
The photo has been photoshopped to keep within the ASA guidelines.

9. The model is in a dangerous situation,
yet their body language does not
reflect this, instead they are relaxed,
this implies that their comfort levels
exceed their pain level.
The colour of the slogan and the
company name has changed to grey
because its more convenient to the
background colour in this image.
The colour scheme is dark blues and
white; exaggerating danger as there is
no visible help or land in the
background.
The logo and the company name is in
the top right corner our of the way
but still noticeable, it is positioned
their so that the attention isn’t
brought away form the main image
and so that the shock value is
heightened.
The main subject is obviously photoshopped as it
would be a major safety hazard and so that the
company is staying within the ASA guidelines.

10. The full, long shot is used to highlight the danger and help
create the exaggerated, dangerous situation. We can
clearly see that the model is plummeting to the ground
from a great height.
The body language doesn’t reflect the situation the model
is in. They are very calm, checking their watch which
reflects how comfortable the model is in what he is
wearing.
The white is the dominant colour in the background and
it’s used as a blank canvas so that the colouring and
texture of the clothes stands out, drawing viewer’s
attention to them.
Simplistic layout is used
with the brand name and
slogan in the corner so as
not to detract from the
main image.

11. The use of a longshot is to
highlight the situation as well as to
show the model in the full outfit.
The exaggerated situation shows
the model in a dangerous situation
yet with a casual response, further
implying that their comfort level
exceeds their pain level.
The colour scheme used in this
image is very simple, The
background is predominantly
white with sections of green. The
white is used as a background
colour to represent a blank canvas,
the clothes stand and you are able
to see the quality of the clothes.
The green has connotations to
nature and like the first image, it
gives an earthly vibe to the
campaign.
The logo and the slogan are placed
in the top right corner, out of the
way but still noticeable.
The layout is simple and tidy so that no attention is
taken away from the main subject.
The photo is photoshopped so that the company
keeps within the ASA guidelines.

12. TESCO F&F
Target Audience: Females, 20-30 working class.
Representation: Model/ Price on the catwalk demonstrates high quality clothing at
affordable prices.
Campaign Message: Working class women can still have high quality, fashionable
clothes at affordable prices.

13. The shallow focus used is to give all of the attention
to the main subject (the dress). The contrast between
the dark subjects in the background and the main
subject dressed in white helps draw more attention
to the main subject.
The price on the tag is visible and clear to reinforce
the campaign message and to entice the target
audience. The price tag with the main subject on is
dangles in front of the camera lined up with the
catwalk this is done to further the idea of the clothing
range being good enough to be noticed.
The slogan attracts the audience by portraying the
clothing as high quality but affordable.
The colour scheme is black, white and silver, the
photographer uses the contrast of these colours to
focus attention on the dress.
The simple and tidy layout with the logo and slogan
in the bottom right corner of the image. Thus not
detracting away from the main image. The text is still
noticeable so that the target audience know the
brand name.
The model is looking straight at the
camera, this is used to create a direct
address to the audience.
The lighting of the photo is artificial lights,
the light is focusing on the main subject.

14. The shallow focus used is to give all of the
attention to the main subject (the dress). The
contrast between the dark subjects in the
background and the main subject dressed in
white helps draw more attention to the main
subject.
The price on the tag is visible and clear to
reinforce the campaign message and to entice
the target audience. The price tag with the
main subject on is dangles in front of the
camera lined up with the catwalk this is done
to further the idea of the clothing range being
good enough to be noticed.
The slogan attracts the audience by portraying
the clothing as high quality but affordable.
The colour scheme is black, white and silver,
the photographer uses the contrast of these
colours to focus attention on the dress.
The logo and slogan is purposely positioned in
the bottom right corner of the image. Thus not
detracting away from the main image. The text
is still noticeable so that the target audience
know the brand name.
The shot is angled slightly different to
the previous image, the further away
the shot is taken, the more of the
background we are able to see.

15. The shallow focus used is to give all of the
attention to the main subject (the dress). The
contrast between the dark subjects in the
background and the main subject dressed in
white helps draw more attention to the main
subject.
The price on the tag is visible and clear to
reinforce the campaign message and to entice
the target audience. The price tag with the main
subject on is dangles in front of the camera lined
up with the catwalk this is done to further the
idea of the clothing range being good enough to
be noticed.
The slogan attracts the audience by portraying
the clothing as high quality but affordable.
The colour scheme is black, white and silver, the
photographer uses the contrast of these colours
to focus attention on the dress.
The simple and tidy layout with the logo and
slogan in the bottom right corner of the image.
Thus not detracting away from the main image.
The text is still noticeable so that the target
audience know the brand name.
The change of location is to maintain
visual interest and the public setting is
more relatable to the target audience.
The size of the audience is doubled
compared to the previous images, this
furthers the fact that the dress is
noticeable and people want to look at it.