Analysing Shelter's Advertisements


Analysing Shelter's Advertisements


  • How have they used their actors in their images?
They are used to show people that actual people are being affected by homelessness, as without the faces of the actors, the viewers may not be able to relate a face to the campaign, so may pay less attention.
  • How have they directed their facial expression?
They need to look convincingly upset so the dead straight facial expression helps to convey the pure emotions of the actors in the advert. This is intended to make the audience want to help. It could also be described as emotionless, as the 'homeless people' are so engrossed in their thoughts. 
  • How have they been lit?
The lighting is face on and quite intense so that the faces of the actors are really prominent. It is not that soft as the pictures are supposed to create an impact and be easily seen. For this reason the images of the actors are quite zoomed in with intense lighting to make the actors stand out, but also to spread the message of the campaign more effectively.
  • How has Shelter used layout to convey their message?
As the images of the actors faces take up the whole of the page, they are very prominent, yet the fact that the writing is over the top in red, which is very bold, means that the writing stands out in the foreground and the message of the advert is presented well. The white text addresses the issues that the charity are making the posters for, and the red text acts as the thoughts of the people on the advert.
  • How has the use of font contributed to the message?
The font is very bold and stands out, and as it is impossible to miss, it spreads the message of the campaign well. Because also the writing is in all capitals, the words could be read by the viewer as if the words are being shouted. This means that the words are conveyed as urgent and important, which is more likely to get them read.
  • How has the audience been communicated with? What do the messages mean?
The audience feel guilty and feel the need to help as the advert shows the actors are trouble, but also shows how easy it is too help. The whole point of the advert is trying to get the audience to think about their guilty conscience and help the charity. Also the advert tries to show what work the charity does, but also to raise supporters that may be able to contribute, and help the charity in their pursuits.

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