Adverts the big picture

  shelter context. shelter is a UK based housing and homelessness charity (not for profit)

Main focus of campaign- to direct potential charity users to seek advice


Hopes for 'audience identification' with ordinary people in distress- a key selling point of many charity campaigns in this elements of social realism

Dual target audience-those experiencing problems and people who can help

Socio/political context- effects were still being felt from 2008 recession


Shelter hoped the poster campaign would take clients to online advice pages via shelter website

creative communication ad agency amplify sequenced campaign

Pro bono campaign 

Extreme close up posters


1.Traumatic color to draw attention 

2.Shows normal people facing problem more relatable

3.Harder to ignore, gives a face to the problem

4. shows the people over shadowed with the problem

5.subverting stereotypes of homeless people being old unkept old men

6. direct eye contact


Explain the way in which representations make claims about realism. Use the shelter advert in your response

1.intro- summary of how ad makes claims about realism

2.3 different language features that create claim of realism

3.include influence of context

4.acknowledge audience and audience positioning


commercial mainstream

mass marketing

trying to sell as many as possible

more available funding

building brand image

positive association


Charity 

raising awareness

relatability

print copies

appeal to people



Genre-AIDA model

attention- use of language

interest- issues the reader could face


Advertising techniques

USP- unique selling point

brand image ad

lifestyle ad


Dove: grey gorgeous ad

Audience

older women

inviting people to be a part of the debate

Direct address involves viewer

link at bottom further encourages audience to get involved

Purpose

Going against social norm and embracing yourself is something to be proud of

Media language

white background used to focus attention on women

white background symbolic of purity- stripped back beauty

casual wear

subverts the stereotype that women only wear colourful clothing

Representations

realistic rejection of hyperrealism

Further adverts from campaign containing people of colour

subverts standard that only young people use beauty products




SVP advert

representations

families child in poverty

Media language

plain background

direct address hard to ignore

child instead of adult- more emotive for audiences

facial expression- sad, despair

Emptiness and bleakness of the home juxtaposed by the Christmas banner

white text in logo symbolic of peace/help 

Audience

people who could donate- ABC1

parents

Purpose

Attract attention

raise awareness





Analyze how the Simon on the streets advert conveys attitudes, values and beliefs about homelessness

Attitudes and beliefs

assumption that homeless people are always addicted to substances

lack of people on ad- challenge stereotype

move away from cash donations

life is bleak

logo painted on cardboard

rain- pathetic fallacy

collage like imagery





Comments

Post a Comment

Popular posts from this blog

Audience driving test summary

Image
 How media reaches and addresses audiences and how audiences interpret and respond to it. A target audience is the audience media intends to reach with its product. In advertising and marketing it is a group within the target market. Hypodermic needle model Hypodermic needle model is the model that highlights the idea that mass media is like a needle and the ideologies of the media source get injected into the consumer. Psychometrics Albert Bandura Bandura theorises that media can influence people's values, judgement and conduct can be altered by media modelling, representation of aggressive behaviour can be replicated. Bandura carried out a experiment to show this by showing a doll being treated well by a adult to a first group, then showing a second group of young impressionable children a doll being treated badly to see the children's responses. Bandura was correct in theorising that the children shown the aggressive imagery would be aggressive however, there is a flaw with ...
Read more
 80's list -Tears for fears - 1984 recession - bad fashion -Arcades - Good music - Cold war - Berlin wall fell -children cartoons -microwaves -home exercise -MTV -Spielberg -Ghostbusters -Bright colors -Consumerism -Video killed the radio star- first MTV video -Thriller music video -Rise of Yuppie culture -Cocaine -Cable goes mainstream -HIV/AIDS -Space program -war on drugs -tense relations with Iran -tax cut and reagonomics -console gaming -1985 IBM first pc -Pollution -John Lennon killed  What unites IT and E.T -children -friendship -mystery -bullies -high school -unknown
Read more

Representation

Image
 Imagine 5 people Scottish person Wearing a Quilt with red hair and a bushy beard. Bagpipes, Iron Bru. An avid computer gamer Basic clothes, over weight, acne, likes games, dislikes going outside French person Wearing black and white top with a beret, Everything French, hates everything that isn't French A sinister bad guy Bald head, facial hair, wearing all black A successful businessman A tailored suit with a clean shaven face and a new hair cut What is Representation How the media portray events, issues, individuals and social groups You cannot think about anything in media without thinking about representation. Representation works by enforcing stereotypes, a stereotypes is characterization of an individual or group that has certain features. Work as symbolic codes or signs. They are more acceptable in society due to frequency their used. Barthes, the creator of semiotics, the study of signs, suggests that the values attributed to these stereotypes are not real but are used to ...
Read more