Shelter (P1)

'Shelter' is a UK based housing and homelessness charity (less money to spend on advertising and marketing than commercial campaigns, hence more print based). The campaign targets liberal reformers and carers, family orientated, male/female. Main focus of the campaign is to direct potential charity. users to seek advice and help. The advert is real and doesn't include any photoshop or airbrushed faces-it shows the true reality. The use of ordinary people in distress provides a key selling point of many charity campaigns. There is a dual target audience- those experiencing problems and those who can help via donation. At the time, there was the 2008 UK banking crisis where the economy shrank considerably.

- Red, black and white colour scheme- serious, formal, danger, misery

- Representations- different ages, gender and ethnicity (shows it can happen to anyone)

- Close up shot shows emotion

- Upper case, red, sans serif font shows panic

- A triptych- 3 panels with connotations of seriousness

"But where will we live?"

- "We" suggests that there is more than one person

- She is around 30, so possibly a mother

"He cant do that"

- Possibly about his landlord

- Political representation

"I cant face it"

- Debt 

Dual meaning-

If you can empathise with the advert, it shows that you can reach out to shelter for help

If you sympathise with the advert, you can donate to the charity

1. Why use this colour scheme?

 Red is associated with danger and it is eye catching. Red and black together suggests danger.

2. Why those particular faces?
The faces show the reality of homelessness, eviction and debt and make it real.

3. Why such close ups of the faces?

Makes the viewer more sympathetic as it shows that they are real people.

4. Why position the text over the faces?

It shows that it doesn't matter who it is underneath, and it can happen to anyone. Impact font used to make the meaning more clear.

5. What is interesting about the logo? What does it mean?

The H of the logo is a house so it reveals the message that they offer housing in order to help people.

6. How does the white text anchor meaning? What message is reinforced?

It is a place that people can look if they are interested in donating or being helped by the company. The message that is reinforced is that they help people.

7. What two groups is this advert targeting?

People in the same situation as the people on the advert (homelessness, eviction and debt), and people that want to donate.