charity adverts

 to raise awareness and raise funds for their charity and encourage people to be more caring 

show what they do and why they are doing it play on emotions eg sympathy  

McMillan cancer support, Oxfam, wwf, dirty water and poor sanitation 

typical things in a charity adverts

the adverts typically contain sad music all the way through as well as normally featuring either a child or animals to represent innocence, they will also sometimes try to shock you with horrific imagery to surprise you such as the dogs in the cages. they will normally at the end include all of their information such as websites logos and what they do and plan to do.

shelter

2011 campaign direct address to target everyone looking art the poster, they are just a normal person which is meant to humanize her as it wouldn't have the same affect if it was a celebrity. it features all of its information at the bottom. Its big red tag line of "But where will we live?" is meant to make you fell the same sense of dread and confusion that a homeless person. 'we' implies that she may be a mother or partner making it seem that a child may end up on the street scaring the audience

1.the colour scheme of dark red across the screen symbolizes danger 

2.the faces of confused people and everyday people to make you connect with them which would be 3.difficult if they were a celebrity

4.close up to show emotion

5.positioning the font across their faces to show their first reaction to homelessness

6.the logo has a roof arch over the H to make you think of a house and how easy it is to have that sort of stability

shelter is a UK based housing and homelessness charity. Due to the fact that they are a charity they have a lot less money to spend on advertising. The targets for the charity are liberal reformers and carers, this is because the usual left wingers will be more likely to donate and want change and will be more caring to others.

the main objective of then campaign was to direct people in need and cautious people to either use the charities services and help or to donate to help the charity reach more people.

They used Audience Identification by using ordinary people rather than celebrities to allow the viewers to relate to the advert in what is called Social realism.

In 2008 their was a major economic crash which lead to many people losing their jobs and the institution of Cameron's conservative party coming into power. A party which typically did not donate to lower ends of the economy. 

Shelter are using online marketing on social media in order to reach people on the verge of homelessness.

The advert was made by advertising agency Amplify who specialized in non traditional ads

amplify normally worked with richer companies like Nike and Sony and actually offered to provide Shelters advertising for free.

This gave Amplify good publicity and gave shelter free marketing so they were able to spend money elsewhere.

Media Language

using social realism

big bold sans serif text

gender diversity (showing that homelessness can happen to anyone)

Panel 1 uses a rhetorical question to demonstrate the confusing you would feel and the impact of you losing your job. contacting the shelter could help prevent people becoming homeless.

Panel 2 is about a young man with a landlord problem and is meant to represent the problem with housing in the current market.

Panel 3 focuses on a young woman with a debt problem which shows a problem many young people face at a young age.