shelter advert

3 adverts

LUCOZADE
OLD SPICE
SHELTER

PAPER 1- MEDIA MESSAGES 5 JUNE AM
NEWS- HALF MARKS, MAGAZINE, ADVERTISING AND MUSIC VIDEO 2/3

PAPER 2- TV DRAMA- HALF MARKS, FILM GAMING AND RADIO 2/3

SHELTER CAMPAIGN- Raising awareness, come forward for advice. Direct address, normal people it could happen to anybody.
Deal with people vulnerable to homelessness not those homeless already.

Ad released in 2011. Shelter is a charity. Social housing cut by 60% in 2010 proving catastrophic. Social housing- provided by council or housing associations- affordable, secure, rents are set or fixed. Represent ordinary families who have gone through difficulty. Campaign is a response to raised rent and private housing

Amplify was paid by shelter to produce the shelter campaign in 2011. The objective is to encourage people to seek advice asap.

Advertising is regulated by the ASA. Advertising Standing Authority

How is media language used in the shelter advert
There is 3 close ups of a man and two women either side of him. They all have red capital letters over their faces which run through their eyes.  The shelter name and website is written in red aswell.

The close ups are used so that we can see the emotion. The use of direct address especially, displays a desperate cry for help in their eyes especially as there is red running through the pupil. This can also be mirroring the vulnerable calling for attention and it triggers sympathy in the audience. The fact that there is two women and two men of neutral skin tone shows that succumbing to the verge of homelessness can happen to anybody regardless of gender or race.

The main body text is in red capital letters and is off common things people would say if they fall into such a situation where they feel like they could lose their home. 'But where will we live?' This can be seen as familial text and reality to audiences. As it is a question, it implies that people can look to Shelter for answers. The rest of the text is that of denial, 'he cant do that,' 'I can't face it,' implying that many people come go through these concerns and through Shelter these concerns can be tackled and solved. The red encodes that one feels they are in danger. It also makes the advert stand out more bringing the audiences attention away from the neutral/ambiguous identity of the protagonist enabling them to focus more on the text. The website name and charity name is in parallel to the main body text is red.2

old spice

The Old Spice advert is advertising men toiletries. A mid shot of a black man is used. He is smug and looking directly at the camera/audience. His head is in the clouds of a Bahama beach and has an erupting volcano emerging from it. His upper body is merged into a beach in the Bahamas, noticeably with a woman sun bathing on it. The taglines read 'old spice Bahamas scent comes from an anti antiperspirant mine in the Bahamas. This fact has not been fact checked.

Protagonist- there is a wide aura of vanity. His hair is formed into a volcano meaning he feels hot,as if he is on fire. This implies that when he applies Old Spice he feels extra good looking and better about himself. It boosts his confidence. The fact that his head is in the clouds parallels to him being deluded by believing he is much more attractive by applying Old Spice. This can be seen as a mocking of other adverts. The way that traditional adverts portray that one will be so much better of by purchasing a single item. The direct address of the protagonist promotes that he is confident as he knows he looks and smells good, however it could also be portrayed as cockiness and an insult to the protagonist as he is made to look silly with the unrealistic looking volcano on his head.Old Spice is a cheap toiletry and doesn't perform the wonders he thinks it does. Again an insult to to other adverts which exaggerate the importance and impact there item will have on customers just to boost sales. His upper body is made into a beach in the Bahamas surrounding the sea. The Bahamas is a very hot and popular holiday destination with temperatures reaching a whopping 95.C. It is very attractive to travellers in the summer. This implies that the protagonist is very attractive and will attract many people in his direction when he applies Old Spice. There is a young woman sunbathing on him showing his good looks make females cling to him, they feel comfortable around him once he has sprayed Old Spice.

Finally, the tagline 'old spice Bahamas scent comes from an anti antiperspirant mine in the Bahamas. This fact has not been fact checked' is a final insult to deceiving advertisement. It is in fact a parodist advert. The ingredients are said to come from an artificial mine and are backed up with no evidence. It says that it is a 'fact' which hasn't been 'fact checked' which is a paradox to suggest that adverts are full of lies. It also implies that Old Spice is already such a well known product that it does not need no flowery lies to bring in customers. Customers already know well enough that the product is up to standard. This advert can therefore be seen as funny but stem from vanity, the company knows there product is good and will sell purely for it's realistic features.