Shelter Overview

Charity ads

Shock tactics- saturated by shocking images to evoke sympathy 
Appeal to heart- emotional response 

Gerbner: Cultivation theory

  • The idea that exposure to repeated patterns of representation over long periods of time can shape and influence the way in which people perceive the world around them (i.e. cultivating particular views and opinions). 
  • The idea that cultivation reinforces mainstream values (dominant ideologies). 
  • The media influences audiences! (+ hypodermic needle model)
  • We are becoming slowly desensitized e.g. to charity adverts

Example


NHS Smokefree advert

 'I'm not scared of spiders'
'I'm scared of my mum dying from smoking'

 Target audience: parents (female)
Spider looks bigger: shadows and lighting 
Images- bedroom wall- spider crawling on it or skin colour- shock/fear 
Dark light from the corner- children scared of the dark

Shelter 

Intertextuality- Salvation Army- red and white 


Advert

Typography/font
  • Capital letters, bold- stand out
  • Straight lines (not italics)- easier to read
Composition
  • Rule of thirds- focus on the eyes- look into their eyes- make you think- empathy/emotion.
Images 
  • Faces- different ethnicities- affects everyone
  • Sad facial expressions- appeals to emotion (advertising techniques)
Colour
  • Red- connotes danger for these people 
Language 
  • Rhetorical question- asking audience- making them think  
  • Repetition of 'can't'- emphasise the difficulty of their position 
Direct gaze
  • Looking in the camera- communicate directly with the audience- evoke emotion 
Target audience 
  • ABC adults- money- can make donations

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