The charity addresses the negative stereotypes of homeless people and provides a solution to those who buy into the stereotype. They have also used media language in order to show the audiences what they represent buy using items that are commonly associated with homeless people. Does not feature any images of homeless people and as a result does not guilt the audiences to giving.
Analyse how advertisers convey values, attitudes and beliefs about homelessness. Compare shelter and Simon on the street in your answer
In both pieces of advertising, it is clear that charity adverts use a wide array of images, intertextuality, media language and representations in order to represent the homeless as a group and homelessness as a issue in general. Both adverts look at different aspects of homelessness and tackle different misconceptions and stereotypes that are commonly associated with the epidemic.
In the case of the Shelter adverts, we can see from its ads that one of the messages that it is trying to convey is that anyone can be homeless and how many ways someone can become homeless. This challenges most peoples perception of homelessness being reserved for a select group of people, typically middle age males who have problems with substance abuse, rather choosing to represent 3 different backgrounds with 3 separate reasons for their situations. Furthermore, from the adverts use of the questions posed across the models faces, we can get an understanding of the attitudes to homelessness that shelter has with it clearly understanding the negative stigma that it bring with it as well as the confusion and fear that it can cause, attempting to challenge this and provide a solution in the process for anyone going through this.
In comparison to Simon on the street, the advert clearly chooses to represent homelessness differently whilst still challenging stereotypes. In the advert we see several images of their QR codes, what they will be surrounded by and where they will typically be placed, which will allow viewers to recognize them when they come across one. The advert also defies convention by providing large amounts of text, giving information on the charity and how they operate whilst also highlighting the need for such a charity. They address the stigma with homeless people and how people will often not give to them, proclaiming the excuses that they may spend it on abusive substances, the charity has clearly took that into consideration and has provided a way for people to give money with the assurance that it will go to helping the homeless. There is a clear difference in the two adverts as fundamentally, the look to challenge different aspects of homelessness, and due to the timing of both charities creations, where developed in response to different events with Shelters being more of a response to the 2008 banking crisis whereas Simon on the street seems to be a modern way of helping the homeless who are already in dire situations.
overall, The indented audience for Shelter is both people who may require the help of the charity, or those who may want to help the charity as they encourage those who are homeless to get in contact without any stigma whilst also encouraging audiences to sympathies with those going through the issues
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