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