Shelter advert

  A person wearing a hat Description generated with high confidence

 Domestic abuse advert (shelter) 

  • Its a gruesome advert  which can catch the attention of the audience
  • the background is grey which draws more attention to the main focus which is the picture
  • The slogan is at the bottom of the advert which is the last thing that the audience will see 
Shelter campaign poster 2011
  • The red can symbolize danger and harm 
  • the use of the different faces, not just one can highlight that lots of people are vulnerable and suffer from this 
  • the big bold letters over these faces shows that problems with homelessness and money impact peoples lives everyday, they think about this everyday
  • the red could also suggest urgency and that this problem needs to be treated quickly 
  • Using real faces helps the audience to feel sympathy/empathy for them and then feel they need to donate 
  • The repetition of "we can help" helps to reinforce the idea that this charity can help with these people, and suggesting to the audience who may also be suffering from these problems that there are people out there who can help
  • Red, white and black are serious colours showing that this is a serious issue
  • Diversity of the people, (men, women, ages, ethnicity etc) shows that anyone can be vulnerable to this 
  • Dual message -  the advert is for those in need themselves but also for those who can help and donate to help others, raising awareness
  • Same style, different scenario highlights the different ways people can be suffering with homelessness
  • close up camera shot allows us to see the worries and vulnerability on their faces, making people feel sympathy for them 
  • Logo- the brand name and the house aspect of the H indicates a clear message and purpose of the charity
SHELTET.jpg
Context 1 
  • Shelter is a uk charity for homelessness and other household problems such as debt 
  • They do not have as much money to spend on advertising so they usually use printform
  • Their main target audience is liberals because they want to get as many donations as they can and help others  
Context 2
  • Hopes for audience identification with ordinary people in distress - a key selling point of many charity campaigns in this elements of social realism 
  • Dual target audience - those experiencing problems and people who can help via donation
  • Socio/political context - effects were still being felt by the 2008 UK banking crisis (economy shrank considerably at 2010 leading to austerity for more people than previous years). may 2010 saw a new Conservative government 
Context 3
  • Shelter hoped the poster campaign would take clients to online advice pages via the shelter website 
  • Specializing none traditional media approaches, foregrounding the importance of posters as traditional media into online platforms 
  • Pro bono campaign which means it was technically free and offered services on a voluntary basis
  • Three poster campaign - all using extreme close ups
Shelter media language and representation 1
  • Uses the genre conventions of social realism - identifiable and recognisable representations 
  • red, upper case, sans serif bold text has connotations of urgency and immediacy
  • The poster is in the form of a triptych - 3 panels with connotations of seriousness 
  • gender diversity - homelessness can happen to anyone 
Shelter media language and representation 2
  • Panel 1 uses a rhetorical question to position the audience into understanding the potential consequences of losing your job - preventative charity advertising
  • Contacting shelter could prevent negative consequences 
  • Negotiated readings that she may be a parent
Shelter media language and representation 3
  • Panel 2 focuses on a young mans problem with his landlord - this represents austerity
  • Panel 3 focuses on a younger woman's problems with debt which challenges the stereotype that older men are more likely to be homeless
  • Solution based advertising
  • All three close ups have connotations of mug shots with their simplistic colour palette








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