Charity adverts are usually:
Dramatic
Grab your attention
Made to draw empathy
The 2011 shelter campaign.
The campaign was launched in 2011 to encourage people at risk of losing their home to ask for advice earlier to prevent the loss of their home.
Shelter Posters.
The all capital sans serif font in red grabs the audiences eyes and symbolizes danger and fear. The writing turns the people in the posters eyes red which could symbolize the horror that they are experiencing.
The use of personal Pronouns like "He" "We" and "I" directly address the audience. The advert uses enigma codes to make the audience want to find out more. "I cant face it" makes the audience ask what is it that she cant face?
The close up shots of the faces show their facial expressions. Their mouths are slightly open as if they are saying what is over their heads on the poster. Their eyes look tired and are almost talking as if they are asking for help. The third poster also has a potential play on phrase with i cant face it written bold in red over her face. The smaller white sans serif writing has the repetition of "we can help" this personal address can make the audience of people going through the loss of their home feel like they are not alone and that there is a way out of their situation.
The color scheme of the poster doesn't really seem to vary like the color scheme of the old spice advert. This is because the charity advert is more serious and wants the audience to focus on the poster rather than the aesthetics of it.
Exam Question
A number of persuasive techniques are used in charity advertising to construct meaning and persuade people to donate. "
Discuss how media language is used to represent particular viewpoints and ideologies in the charity advertising campaign you have studied.
· include social groups or messages and meanings
· refer to social contexts (meaning: social structures which we live our daily lives, such as religion, education, family, media communications, law and government; the impact these social structures have on our behaviour, values and thinking; social issues and movements)
(10)
The 2011 shelter advertising campaign
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