Shelter Essay

Analyse how social and cultural contexts can influence advertising. Use the Shelter advert to support your answer.  [15 marks]

In your answer you must:  

> Analyse how social and cultural contexts influences advertising 

> make judgements and reach a conclusion on why they advertised in this way

The shelter advert consists of three close up faces there is a lack of diversity both socially and culturally. In this advert there is a lack of culturalization represented. Consequently, this can be both a good and bad thing - people don’t stereotype homeless people or they want to go with a stereotypical white person, possible to appeal to the typical British citizen. The poeple used look ‘average’ and don’t look scruffy and dirty as people assume homeless people are therefore going against the cliche. This. Causes people to realise that homelessness can happen to anyone and isn’t specific to certain types of people. Overall, the people featured in the advert are ethnically diverse, however it is not obvious. 

As well as that, all the people used are adults possible causeing more of an emotional attachment due to being more relatable. They may feel that seeing someone the same age as them might help them realise that all of this may happen to them.
The colour scheme of this advert is very basic - red, white and black. It is dark yet simple with the colour scheme which connotations a sense of seriousness about the issue and shows that homelessness isn’t a joke or to be taken lightly.
Altogether, this advert creates a very serious tone when expressing the solemninity of homelessness. Like most adverts today there is an emotional attachment created when viewing emotive posters. Most adverts are relatable on some kind of levels which makes people want to donate and support them. 

Advertising

Set texts - Old Spice, Shelter, Lucozade

What is marketing? -
> Creating Awareness
> Create Interest
> Generate Desire

The 4 P’s: Product, Price, Promotion, Place

Structural Features of a Advert:
Copy
Headline
Subheading
Slogan
Logo
Central image
Typography
Brand Identity

Charity Advertising

Usually involves emotive language and empathy or shock

Shelter - 2011 campaign 
Founded in 1966 in London, Ken Loach’s ‘Cathy come home’ was pivotal in establishment of the charity.
They aim to help people with homelessness and bad housing. Gives advise and lobbies goverment to make changes to improve housing.
Campaign launched in 2011 to encourage people at risk of losing their home to ask for advise earlier.
Main focus of campaign is poster ads, but Facebook and mobile messaging are also used.
“It was crucial to us that the creative has the ability to shock and stand out but without resorting to gimmicks. We wanted people to empthasise, to never lose sight of the real people, the real faces impacted by the current economic and housing situation”

Purpose:
To campaign
To provide information

Aims:
The aim of the campaign is to raise awareness of homelessness arising in todays society, especially with the recession and the current climate, which is relatable to many people in todays society because it coincides with the issue of debt which people are faced with.
Some of the slogans used to really catch the eye of the reader include, ‘but where we will live?’ This is a good clear message which gets the information across in a direct manner as this could happen to anyone.

1 in every 200 people are homeless. In Britain the homeless count was around 320,000 at the beginning of 2018.

Generic Codes & Conventions of Charity Ads
>The creation of sympathy for the subject of the charity (use facts and statistics)
>The creation of empathy for the subject of the charity (use images - how would you feel if you were in their shoes?)
>Shock - makes you feel that you have to contribute to the charitable cause (disturbing images)
>Charity name/logo
>Slogan
>image of victim maybe isolated
>Sombre mode of address
>Use of colour associates with brand
>Web address

Old Spice

Aftershave advert

Lucozade advert