The document provides an analysis of several charity posters and leaflets that address homelessness. Key points made about each include: - The Shelter England poster uses a dark color scheme and images of faces with text over the eyes to make people feel trapped and in need of donations. - The Simon on the Streets poster features a photo of an alleyway and painted furniture to depict unsafe living conditions on the street. - The Centre Point poster shows a smiling girl with toys to portray how the charity helps provide happy homes for young people. - The Railway Children poster uses layered text and a gray color scheme with a partially invisible girl to symbolize the isolation of runaway children. - The

1. Research Techniques
Hannah Sewell

2. SHELTER ENGLAND AND SCOTLAND CHARITY
The colour scheme is really obvious when it comes
to this poster, the fact that you have a black
background with red font really makes the whole
thing look quite negative. Normally blackness it
known to be scary and it’s normally used in terror
films because of how deep and meaningful the
colour is. It automatically makes you feel down
because of the layout and colours used. By having
just a black background makes it very simple which
is what you need when wanting to put a point across.
The two colours work very well together because of
they are both evil and mysterious colours that
people dread to look at.
-The font is nice and the main title is large and bold which
grasps your attention straight away, the fact that it covers
people faces makes you want to read it further. By
covering there faces with font it means that those people don’t have a say, they are always bombarded with the same issue like ‘where will we live’ and ‘he
can’t do that’ etc. It means they are trapped and don’t have anywhere to go but to live on the street. I think Shelter have used this because they want people
to donate so that those people don’t feel trapped. The use of small font is good for explaining information for the audience, they get captured by the issue
and then they learn about what Shelter does.
-The images really have a dark depth to them, the fact that all there faces looked worried and nervous makes the audience feel the same way. By seeing sad
faces on an advert you feel curious in thinking why do these people have to be miserable. The red font covers most of there eyes which makes them look
quite evil and red when actually they are wanting them to look innocent. It makes the faces look more angry when they have red eyes and have dark patches
under there eyes. By covering most of the posters with a face makes the impact better. It means the only place they can look at is the face and the expression
which is cleverly used.
-Copy is important here. This poster is about telling the audience that these people don’t have a choice but to be homeless. They are covered by facts that
determine what they do in there future. Such as ‘I can’t face it’ which probably means she’s fallen out with her family and see can’t deal with it anymore. The
amount of text that’s used on the poster is very well organized, it’s in good order as it has the big fact first, then the subtitle and then the contact details at
the bottom. It makes an impact to the audience that they have an opportunity to make a difference and donate.
-The overall tone of the poster is very negative, this automatically tells the audience to feel sorry sorry for them so that they will donate a good amount of
money. The dark reds and blacks makes it look dark and meaningful. Whilst the red is a warning sign to the audience saying that people do become homeless
everyday. I like the look of the poster and it puts the message across very well.

3. SIMON ON THE STREETS CHARITY
Fonts: I think this is used nicely, the way that have made the font
really large and white really stands out on the advertisement. When
you look at the advertisement the first thing you see is the main
sentence which is what you need. The font is very simple and easy to
read, the fact that it’s bold and large makes it much more readable
and artistic. The font is in a smart but quirky font which means it can
relate to audience from 16-24 perfectly. They have made the sentence
a quote from ‘Wizard of Oz’, ‘there is no place like home’. This is very
clever because most of there target audience would have either
watched this film or heard of it. By making the sentence ‘This is no
place like home’ makes it more modern and realistic.
Images: They have used any images in this advertisement but what
they have done is take a photograph of a alley way and use that are
there background. The fact that it’s in an alley way makes it dark and
lonely, which is good as it makes It more atmospheric. The fact that a
bed and wardrobe is painted on the bricks is trying to show how it isn’t
normal to live outside on the street. It shows that it’s cold, lonely and
not livable. This makes the advertisement quite urban which makes
the area look more dangerous.
Colour Scheme: They isn’t really a colour scheme involved in it but what they do use is a white theme which represents the cupboard and bed. By having the
font and furniture in the same colour it shows that it’s all connected, that you can’t live there like the text says. The bricks and shadows makes the
advertisement look quite scary and dangerous.
Copy: The fact that there is only one sentence for the main purpose and then there website URL is trying to tell an audience that they want them to look at
the website for information. This also shows that the audience might be quite young which means they don’t want to much text. They want things straight to
the point which is more effective than having to much text.
Tone: The tone of this advertisement is very mysterious and a good reality check that people do actually live on the street.
By having an image of an alley corner is a perfect representation of where people go and sleep. It’s a good
eye opener.

4. CENTRE POINT CHARITY
Fonts: The font is very colour coordinated, the fact
that they used a black and orange background for
the font brings them out further. This grasp
attention for the audience so that they can read it
clearly and neatly. The black background goes well
with her hair colour which means they are
connected well. Saying ‘could you offer a young
person a room in your home’ this shows her
smiling which means they are trying to say the
same message. Whilst the orange goes well with
her duvet, by being colour coordinated means it’s
all neat and tidy. By having the font is a white bold
font makes it easy to read which is important.
Images: The image is very positive as she is representing a smile which is trying to tell the audience that she is happy in a new home. By having a colour
duvet tells the audience that things are brighter and she is in a positive mood. The toys in the background symbolise the fact that she is comfortable. It fits
well with the target audience as it is a young girl in her teens, when they see this they will realise that they can be happy if they get help through centre
point. The toys also symbolise that she is at home, the fact that they are personal objects means they she is happy and comfortable at home. Centre have
helped to look after her, which is why she is happy at home.
Colour Scheme: The colour scheme is very bright and simple. The fact that they’ve used orange, pink and black shows a mixture of emotions that is
portrayed on this advertisement. The blacks is more a warning saying ‘would you offer someone a home’ whilst the orange is saying you can do this
through our website etc. This makes it more positive. I like the colours and message are overall positive because that audience need some positivity when it
comes to homelessness. They deserve to have a good quality of life and this is what Centre point are trying to show.
Copy and Tone: First of all the tone of this advertisement is saying two different things. When you look at it you think why is she smiling if she’s homeless,
but then you realise that she is happy because she has been helped through centre point. This makes you feel better but the text tells you that you can help
a person to have a better quality of life which is important. The copy of the advertisement has a rhetorical question which is trying to make the think of
what they are wanting you to do.

5. RAILWAY CHILDREN CHARITY
Fonts: I think this is done in a very different way
compared to other charity advertisements. The way
the wording is layered out is very interesting. The
fact that every two words goes below the next set
of words, it looks like the words are travelling on a
long road. When reading it you have to read from
the top to the bottom which also symbolises what
happens to young people, they have a family, then
something goes wrong and they end up at the
bottom. I like that some words are in a bigger font
than others as it highlights which words are the
most important. The fact that the font has grey dots
on it goes well with the colour scheme as it looks
like dirt. By putting a big statement like ‘every 5
minutes a child runs away from home in the UK’
means that people will be shocked by this and
would try and donate to help. The fact that you can
watch a video about her life on the Railway Children
website means that people can understand fully
with what that girl is going through.
Colour Scheme: The colour scheme is very obvious
on this charity advertisement. The use of grey, black
and white is really good as it symbolises the mood
in which this girls in. She is sad and miserable and
grey is a perfect colour to portray this. I also think
they used grey as a main colour because ghosts are
sometimes symbolized with a grey colour. By saying
she is half invisible and not means that it fits the
idea perfectly. Using grey spots on the font means it
can link it well with the colour scheme which is
what you want. It means all the messages and
meaning all come together which sends a big
impact out to the audience.
Images: I really like the way that they have made the girl slightly invisible. When you are on the
street, it is often the case that people ignore homeless people because they want food or money etc.
By putting the girl slightly invisible it means people aren’t looking at her and that she isn’t important to
society. By still being visible they are trying to show that this girl is still human and living, we want the
invisible to become visible so that they have a better quality of life. The fact that she looks sad means
that she is in a bad place and all she wants is help, this charity is trying to show a big impact when it
comes to homelessness as you can’t figure it out over night. The background fits perfectly with the
message as it shows cracked walls and graffiti, this is trying to show that the building is run down like
that girl is. That there are problems just like the cracks in the walls.
Tone and Copy: Overall the tone of this advert is very negative and miserable, this is shown through
the fact that she is slightly invisible, grey colour scheme and the use of cracked walls in the
background. These factors are obvious because they are really trying to bring emotion out to the
audience. This advert is mostly for adults that aren’t homeless because they will learn this fact and
realise that it’s awful to lose there own child so they feel sorry for this daughter.

6. DePaul Trust Charity
Fonts: The use of wording is very limited when it comes to this
advertisement because it shows that it’s for a younger
audience and all they want is a strong point and nothing else.
The font that is used is very computerized, the letters are thin
and pixilated which can be quite difficult to read but in this it
looks very modern and retro which young people like to look
at. Having a small simple font on the bottom right of the
advert is good for when you want some extra information
about what DePaul does as a charity.
Images: I like the way that they’ve used a real life situation and
put it onto an advert. The fact that a young person is sleeping
alone next to a fence feels sad and isolating to an audience.
You feel that they can’t go anywhere, they have no family or
friends to be with. I like the fact that they put a tree in the
centre of the background because it symbolises the way of life.
By putting the family tree symbol on top of it makes it’s it all
connected and nice because that homeless person has
parents. Then you realise who that kid grew up with and you
start to feel sorry for that homeless person because it wasn’t
there fault that they were homeless. You wouldn’t want to be
in a home with violent parents, you would be healthier being
away from them. The rest of the image is at night time which
automatically makes the mood more scary. If you are alone at
nighttime you feel more nervous about things, that’s what the
homeless person will feel like. The council flats in the
background show that the boy is from a rough background
which makes the atmosphere more negative and lonely. The
light around the homeless child shows life between people,
the homeless person is alone with no light.
Colour Scheme: They have used greens and blacks in this advert. The green symbolises life
and nature whilst the blacks show night time and loneliness. Having this surrounding the
homeless child makes them more isolated. It looks like winter time on the image, this is
shown due to the tree not having any leaves. This tells the audience that that child is going
to cold and lonely with no food or water, this should open peoples eyes because people
shouldn't live like this on a daily basis.
Tone: This advert is quite upsetting because a child shouldn’t be alone in the dark, that
person should be having a stable life with there family. You feel like you wish you could
help that person because they don’t deserve the stuff that they are getting. The fence
symbolises protected for that child, the homes behind is an area where people would hurt
that child. The fences are there to protect that person from any sadness.
Copy: What this advert is trying to say to the public is that you live in a home for a reason
you shouldn’t be cold on the floor outside. People deserve to live in a stable home that
have a nice family, the advert angers people because those parents have been selfish and
let that child down. It encourages people to look after there children and to also donate if
they can.

7. SASH HOMELESS CHARITY
Fonts: The font is very bold and in a San Serif font. This means
the letters don’t have flicks in. Having a San Serif font is
better for when you want big bold titles because then you can
read them clear and they look nicer. The words that express
information are much smaller which is good because then you
know which part to read instead of just looking at the titles
etc. They use numbers in there leaflets which tells the
audience facts about SASH, this is important because then
they can understand what work they do for others. Most of
the important words are in a bigger font which catches the
audiences eye better!
Colour Scheme: The colour scheme is presented very well as
it’s obvious what colours represents the charity organization.
I like the fact that the font cover is in green because it a nice
bright colour that fits well with nature. By using green, blue
and pink inside the leaflet makes it very colourful and exciting
to read. You wouldn’t pick up that leaflet if it was black, red
or grey for example. Using bubbles inside the leaflet adds
character to the leaflet which gives it a flare that you need to
grasp the audience in.
Copy: The fact that there isn’t much text at all on these
leaflets means that they just want them to be simple. They
want to talk about the main points and to do this they will
write it in bullet point form. This means not much text needs
to be in this leaflet. Another benefit of not having much text
is that it fits well with the target audience. People get to
bored if there is to much text in a booklet, they want to facts
and that’s all. This fits perfectly with young people which is
always a positive.
Tone: It’s positive the way that they are showing the leaflets in such a colourful
way. It’s much better to have leaflets that look positive instead of having
upsetting ones because then no one will pick them up. The fact that it’s simple is
also better, it’s smart, sophisticated and is easy to read. These leaflets would be
a good taster to an audience because once they read these then they’d move on
to the website where they can learn further things about what the charity does.
Images: I like the fact that the leaflets are in a shape of a house. This means
everyone can connect with these leaflets and have a reason to read them. It
works very well with there theme because of the green colours and the house
shape. The circles in the leaflets look like windows which looks very affective in
the leaflets. By having more images than text it means that it will attract a bigger
audience, this is because either people are in a rush or they feel it’s easiest to
read a leaflets like this.