Shelter advert

Shelter advert

Colour scheme: The saturated colour palette of the adverts and lack of colour is used to convey sadness and urgency to the audience, so that they are able to connect with and give aid to the people shown in them. Along with this, it creates seriousness to show that homelessness is a serious problem and needs to be addressed immediately.

Particular faces: The faces are those of homeless people who were photographed for the advert in order to show the impact homelessness has on someone. The range of gender and ethnicity between them demonstrates that homelessness is a problem anyone can face.

Close-ups: The close-ups of the actors show their emotions which act to make the audience sympathise for them and realise the reality that homeless people face. Just like the colour scheme, this can entice them to give aid and donate to Shelter.

Font position: The font has been placed over the faces of the actors so that the audience is forced to read both the message and the emotions on their face, helping them understand what homeless people go through. The use of red text contrasts with their faces and stand out, making it readable, while creating a sense of seriousness and urgency.

Logo: The logo is placed in the bottom right of the adverts and is not prioritized in the media language of them, being small in size. This suggests that understanding the problem of homelessness is more important than acknowledging or contributing to charities such as Shelter.

White text: The white text contrasts to the red text used within the font across the faces of the actors, which subverts the previous tone that was used seriously in the advert. It is small in size and is placed so that people who are interested can see it, while giving the red text a large space due to its urgency. 

Two groups targeted: Middle to upper class citizens and politicians, all of whom have the power to contribute to solving homelessness; by either giving money to Shelter or creating schemes to benefit those who are homeless. The adverts also target those who are homeless, to make them aware of the support that is available to them.

Ideology

• Shelter believes people shouldn't have to worry alone
• Shelter believes everyone needs a 'home'
• Shelter wants to support those who are/could be homeless
• Shelter wants to break stereotypes regarding homelessness (not all people are drug addicts etc - anyone can become homeless)

Question

Shelter uses the big red text in front of the actors faces to emphasize that everyone needs a home and that homelessness is a serious issue. The text asks questions to the audience of the advert to show homeless people are in danger/need, and need a home. An example is 'But where will we live?'.

Shelter uses the white text in its advert to show that as a charity, it is committed to helping people who are homeless/at risk of being homeless, giving information to the audience about what it stands for, and how they can help. 'We can help'.

Shelter uses the extreme close-ups of three different people who have different gender and ethnicities to showcase that anyone can become homeless, and demonstrates that everyone needs a home regardless of their race, gender, ethnicity. The white text at the bottom shows that people in any position can face homelessness, or experience it (links to loss of jobs, poor landlords, debt challenges).

Shelter uses the extreme close-ups of the actors to show the realities of being homeless, done through the expressions and emotions that they use. Coupled with the red text, which conveys a sense of danger and urgency through its colour and message, it demonstrates that people who are homeless face huge struggles and live hard lives because of it.