1) The banner advertisement conforms to Channel 4's style identity by using their color palette and centering the Channel 4 logo. 2) The image looks down on the narrator's mother, putting the audience in a position to judge her as she reflects on her life throughout the documentary. 3) The documentary is advertised in January to take advantage of a gap in programming when most shows have ended for the holidays but new seasons have not yet started, and to appeal to the target demographic of working class women aged 25-50 who conventionally watch TV at 9pm.