- Make judgement and reach a conclusion on why they advertise this way.
The colour scheme of these adverts is very standard, consisting of red, black and white. The plain colours connote a sense of seriousness about the issue and shows that homelessness is not a joke. The simple colour scheme helps present one easily recognizable message without much inference from the audience. The advert also contains emotive language in order to gain empathy from the audience. The words are painted across the faces of the individuals on the advert to connote their potential thought processes however it also creates a seriousness as the words are so close to the audience in a bright bold font in the middle of the spread. The vague description of the words helps the audiences imagination play a key role to expect the worse and feel very sympathetic to those in need or imagine a family/friend or relative to be in that situation. Creating the atmosphere for the reader creates a sense of tension and potential change to help support the campaign. The social context helps portray the seriousness of the problem as many homeless are clearly visible in most towns and cities lying helpless with nothing!
The lack of diversity when representing the photos help show that anyone can potentially become homeless, therefore it shows there is no stereotype for people that become homeless (which is emphasised by the 'normal' looking people on the poster). There is a possibility that the individuals presented are ethnically diverse however there isn't much evidence. The expressions on the faces are very bland and serious, this is ambiguous as it helps represent how anyone can become homeless however it allows the reader visualise the advert as they desire - some worrying more than others-. As the pale plain faces connotes that the people may be feeling weak and vulnerable however the Shelter charity can help vigorously reverse this... The brand image/logo is a key component of the campaign as the 'H' is in the shape of a house, this reminds the audience how the charity will either help you fund for a house or maintain your housing status. On the other hand, i believe that this makes the audience feel sympathetic to those in need as they begin to remanice the good and joyful memories they have experienced in the own homes.
Each poster contains a difference scenario that shows how different people can become homeless in different situations. This is used to inform people that anyone is vulnerable but it can potentially happen in anyway! This creates links to social context of the audience of the luxury's they enjoy everyday however those in need don't even have a roof over the head again adding to the sympathy.
In conclusion, I believe that the images are used to show the inequalities of wealth in society (Shown through the lack of emotion on the posters), In addition this creates a sense of sympathy from the audience as innocent people are losing there homes. Postmodernism is used to show shocking images of innocent children to create a shock and reaction to try and gain peoples support and financial gain.
