2. BARNARDO’S
Target audience: Parents (Young parents)
Representation: Shocking imagery to prompt donation to prevent
child mistreatment.
Campaign message: Not every child is born into privilege, Bernardo’s
is trying to prevent that.
3. As we can see in this picture this baby looks
very healthy and that he is living in a
comfortable, relaxed and happy
environment, we can also see a silver spoon
in its mouth this represents wealth, this
spoon has been photo shopped to keep
with ASA guidelines.
The slogan anchors the image, telling us
that this baby is indeed in a good
environment.
We can see a colour scheme of gold and
silver this is done to create happy emotions
and a very welcoming environment.
On the baby’s wrist we see a hospital tag
which has connotations of the baby being
born in a safe environment and it is very
well looked after, the baby looks plump
which implies that it is being well looked
after.
The slogan is tucked to the side to make a
tidy presentation keeping focus on the main
image, the text is still readable as it is not
too small and it is in black which contrast
with the golden and white background
4. On this image there is a drastic change of
imagery it adds to the shock value as we
can see a baby with a chemical bottle in its
mouth, we can see that this baby is not in
a welcoming environment and it looks
unhappy and mistreated, the baby has a
bruise on its chest this signifies that the
baby is not well looked after nor in a
healthy environment.
The colour scheme uses a white, purple
and light blue to create a cold, harsh, hard
and unwelcoming environment.
The slogan is still tucked in at the top right
corner but it is still readable as it contrast
with the background, this is done so it
doesn’t take away the attention from the
main image.
We can also see that this baby has a
hospital tag on its wrist, this has links to
being born within an initial safe
environment but, that doesn’t mean the
baby will be living in that environment.
The bottle has been photo shopped to
keep with the ASA guidelenes.
5. As we can see on every picture it is escalating for a
larger shock value as the advert campaign grows.
On this image we can see that the facial expression
of the baby is of pain showing us that the baby has
been born into pain and in an unhealthy
environment and that it has not been treated well.
The colour scheme on this image is very similar to
the first image tones of orange(golden) and white
but this time it has been used in a different context
as the baby does not look happy, it looks greasy
dirty and that it is unhealthy, the orange and oily
glow furthers the point of the baby being
neglected, the cockroach in the baby’s mouth is
seen as a personal invasion.
The cockroach furthers this impression as we know
a cockroach is seen as a very dirty insect and that
carries diseases, this cockroach has been photo
shopped to keep with the ASA guidelines. As we
can see, again the text is laid out in the corners out
of the way but still in a font and colour that stands
out and is still easily readable
6. As the advertising campaign continues there
is more shocking imagery, the sock value has
escalated, now we can see that the baby
appears dirtier, thinner, it has a bloated belly
which could be a sign of the baby not being
fed properly and more unhealthy than in all
the other adverts, just by looking at the
baby’s hair we can see it has not been taken
care of. We can also see how the baby’s ribs
are more noticeable than in another advert.
Call to action is used in this advertisement
campaign as it makes the reader realise the
problem with this shocking imagery and
makes them want to donate.
The colour scheme on this picture uses white
and light blue, this creates a very cold, hard,
harsh and unwelcoming environment. The
facial expression of the baby shows us that it
is in pain and not in a good place we can also
see a syringe in its mouth, the use of the
syringe has connotations of a very dangerous
environment it heavily implies on drugs.
7. TESCO CHEROKEE
Target audience: Middle aged adults
Representation: Using models in terrifying situations, but their bran
is so comfortable they don’t notice.
Campaign message: No matter the situation you will be comfortable
wearing the Tesco Cherokee brand.
8. As we can see the model in this picture
is in a very dangerous situation with
her leg stuck in a bear trap and with
possible bears nearby, yet her body
language does not reflect it. Instead
she is relaxed, implying that their
comfort revels exceed their pain levels,
we get this idea across us that this
brand is very comfortable to wear.
We can see that the main colours of
this image are brown and green this is
used to have an earthly or nature look
as it fits in with the scenario.
There is a very simple layout for the
brand name and slogan it is placed in
the bottom right out of the way of
everything it does not take the
attention away from the main image, it
is also done in white so it stands out
from the background.
9. As we can see on this picture there is
an exaggerated dangerous situation
that has been photoshopped to keep
with the ASA guidelines.
The model again looks very
comfortable and relaxed in this
scenario with her feet in the water
while she is reading a book.
In this picture we see a dark blue and
white colour scheme, the slogan is now
in a dark grey colour as the background
is now white.
On this advertisement we see that the
danger has been exaggerated a bit
more with no land or any visible help in
the background, so we get the idea that
this is very comfortable brand to wear.
10. As we can see on this picture a long shot is being used this is to highlight the danger and help
create the exaggerated dangerous situation and we can clearly see that the model is
plummeting to the ground from a great height and his body language does not reflect the
situation the model is in, he looks quite calm, checking his watch, which reflects how
comfortable he is wearing the brand.
The dominant white background is used as a blank canvas this is so that the colour and
texture of the clothes stand out, this catches the viewers attention to the clothes.
We can see the simple layout of the brand name and slogan in the top right corner so it does
not take viewers attention from the clothes, it is also in a grey colour so it stands out from
the background
11. As we can see a long shot is being used to highlight the situation the model is in and how
dangerous it is, as well as showing the full outfit of the clothing range, again we see the
exaggerated situation that shows the model in danger yet they show a very casual
response in this case the model is looking at her nails, this implies the level of comfort
while wearing these clothes.
Colour scheme on this picture uses white and green, the white is used as a blank canvas
this is so that the colour and texture of the clothes stand out, this catches the viewers
attention to the clothes, the green has connotations of danger further implying nature
and the danger.
The logo and slogan are positioned at the top right so it does not detract viewers
attention from the image, the layout is very simple and tidy.
12. TESCO F&F
Target audience: Female 20-30 (Working class)
Representation: Model/Price on the catwalk demonstrates high quality
clothing at affordable prices.
Campaign message: You don’t have to pay a fortune to look good
13. On this advert we see a shallow focus on the model,
this is done to draw attention to her and the clothes
she is modelling as everything else is not important,
there is a contrast between the background subjects
that are faded out in black and the model in white, this
draws all the attention to her.
The price is quite visible and clear on the tag she is on,
this is done to reinforce the campaign message and
entice the audiences to buy this product as it is
affordable but a high quality. The price tag appears got
be dangled in front of the camera so the model looks
like they’re on the catwalk, this again furthers the idea
of the clothing range being good enough to be noticed.
The slogan attracts the audiences in by portraying the
clothing as being high quality yet affordable prices, we
see a colour scheme of black white and silver, using a
contrast of these three colours, focuses the attention
onto the white dress.
The text is very simple and tidy with the logo and
slogan at the bottom, this is done so the attention is
not detracted from the model and clothes, the text is
still made noticeable so audiences know what brand it
is that is selling it. The model in this advertisement is
using direct address to create a link between her and
the viewers, she is looking directly at the camera
instead of looking away this gives the viewers a higher
interest on the image.
The lighting is majorly focused onto the model and the
catwalk as this is the main focus of the whole image,
everything else in the background looks dull.
14. Again, we see a shallow focus on this image this is
done to draw attention to her and the clothes she
is modelling as everything else is not important,
the other way they pull attention to the model is
by the colour scheme, a mix of black white and
silver the model stands out from the setting as
they’re are in brighter colours.
The model is again placed on a price tag that is
dangled down to look like the model is on the
catwalk, this further highlights the idea of low
costs for high quality clothing.
The slogan and logo are positioned bottom right
out of the way so it does not take the viewers
attention away from the main image which is the
model wearing the clothes.
Again we see the model in this advertisement is
using direct address to create a link between her
and the viewers, she is looking directly at the
camera instead of looking away, this gives the
viewers a higher interest on the image.
The lighting again is focused on the model and the
catwalk as this is what they want the audience to
look at, it’s the main subject everything else is
quite dark and out of focus.
15. In this picture, the shots has been angled and is
now further away getting more of the background
in frame, this showcases the event to further
emphasise the slogan of high quality clothing and
how much attention these clothes will draw
because they are so good.
The setting has been changed to maintain visual
interest as it may have been repetitive, the public
setting is more relatable to the target audience as
opposed to a closed catwalk where not everyone
can go to, more people are present in the public
setting, which links to the message of people
noticing the brand.
The text is very simple and tidy with the logo and
slogan at the bottom, this is done so the attention
is not detracted from the model and clothes, the
text is still made noticeable so audiences know
what brand it is that is selling it. Again, the model
in this picture is using direct address to create a
link between her and the viewers, she is looking
directly at the camera instead of looking away
from it and not giving attention, this gives the
viewers a higher interest on the image.
The lighting again is majorly focused on her and
then on the catwalk, not taking attention of the
model, we can see the audience in the background
are in the dark.
