Shelter ads

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Image result for shelter advert 2011
Shelter
1.) The purpose of the adverts and the 2011 shelter campaign was to raise awareness to the growing number of homelessness in the UK and to the campaign itself.
2.)The target audience of the advert were those with disposable income which could be determined to be the middle and upper classes, this is because those who are unemployed\low income backgrounds and teenagers will be unlikely to have money they could donate.
3.) 54% of shelter's funding comes from donations and legacies, 14% come from shelter shops, 24% comes from housing and support services, 2% from training and publications and 1% from a variety of other sources.
4.)The advert itself doesn't use shocking or disturbing imagery to attract attention or sympathy which is a typical convention of other charity adverts. Instead the advert uses every day people as well which goes against convention. The advert also doesn't use a stereotypical image of a homeless person which could show that the problem could effect everyone.
5.) The advert represents average everyday people with a balance of genders and ethnicity showing that anyone and everyone can be effected by homelessness.
6.)Preferred reading of the advert could be that homelessness happens to anyone for a variety of reasons suggesting we should feel empathy and offer aid for those in need. The oppositional reading to this however could be that of certain members of the targeted demographic may feel that the problem is not current or relevant enough may also not feel any empathy as they could never view themselves in that situation.
7.) Social context                                                                  Cultural context
     Social anxieties                                                                consumerism
     Inequalities                                                                       celebrity culture
     Conflicting social values                                                  Feminism
     Economic stress                                                                Post modernism
It could be used to show us how there was a lack of awareness for the issues of homelessness and how easily people can become homeless especially during times of economic stress similar to that in 2011.
8.) Media language= Media language has been used here to persuade the consumer to invest in the service. Persuasive language, red colour pallet (Dark colours) showing danger or emergency, fear appeal, serious and sad mode of address and the use of anchorage.

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