SHELTER- HOMELESS CHARITY

Advertising company that work with Shelter- Amplify

wanting to save people before it was too late

making it realistic and relatable

2010-Government cut in funding on council houses of 60%- David camerons decision

CSR- Camerons coalition government

Shelter- FOCUS ON THOSE VULNERABLE OF HOMELESSNESS ,

             GIVING ADVICE AND HELP

ASA (Advertising standards authority)- Regulatory framework for all ads; might be particularly for charity ads

How is media language (technical elements) used in a shelter advert- 15 marks (500 words)

• eye level shot/ direct address
• use of language 
• lighting
• colours
• gender
• use of website 
• typography
• why use adults instead of children

Shelter which is a non profit charity for those who are at risk of homelessness are very effective throughout their advertising. Their print advert had showcased a couple of technical media elements such as the image used, language and use of their logo and branding which I'll be analysing in depth throughout this essay.

Firstly the shot type used for this print ad was very effective as it was a close-up of all three people used for the campaign as they make direct address with the viewers which creates a more intimate connection. This was a successful method as human eye contact is often seen as a level of closeness and understanding of each other and as this is a campaign for potential homeless people perhaps the advertisiers done this intentionally to make the viewers understand the perspective of those going through struggle in order to build understanding and empathy, leading to wanting to do something to help those in need. which would overall make it a successful charity.

Another aspect of this print advert I had noticed was the lack of colours used which automatically creates a dull and gloomy mood, to perhaps represent the "realness" of the situation and perhaps that's how these victims feel. Nevertheless I had also noticed that the print had lacked diversity in race only using white people that look rather pale perhaps this could symbolise a dehumanising mood that there's no colour which is often associated with a level of seriousness and depression. So perhaps again the advertisers had intentionally used this technique to build portray the true devastation of the situation and how dull and helpless the victims must feel.

Moreover another effective technique used by the advertisers for this campaign was the typography used, creating a hazardous and cautious feel due to the capital letters, bald font and red colour usage all of which connotes that it must be read straight away in order to continue functioning in society. Perhaps they intended to use this method of symbolism, similar to road signs and stop signs in order to reach a wider audience and make them understand how serious this issue is as it maybe happening to more people than expected as the survey found 50% of those suffering don't come forward to admitting it. These are also short quotes from the victims but very powerful as one of the statements "But where will we live?" clearly suggests how helpless the woman must be feeling, especially considering the fact kids are potentially involved due to the word "we". The usage of these again connect and question the general public, leaving them to deal with this question and help create a change.

In Conclusion I believe that the print advert had used multiple advertising techniques in order to reach a wide audience and overall make a striking first impression due to the simplicity but power of the emotive text and also repeating their brand twice at the bottom of the page making it more memorable as the logo also suggest this concept of home as the "h" is shaped as a home.