HALF WAY

 

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dirt sheet

charity advertising shelter advert

Shelter advert 

·     Launched on the 1^stDecember 1966

·     Registered charity

·     Campaigns to end homelessness

·     Bad housing in England’s and Scotland

·     Helps people in housing 

·     Providing advice

·     Practical assistance

·     Fights for better investment

·     Law and polices to improve the lives of homeless

·     They do this by 

·     Face to face service

·     National helpline online advice

·     Legal support 

Shelters value 

·     Value safety

·     Ensure people are living in a safe community 

·     Free from harassment 

·     Long term tenancy (live without threat of eviction )

·     Have enough homes built everyone 

·     Everyone has opportunity to buy or rent homes

Target audience for shelter 

·     People with disposable cash 

·     Middle class

·     Abc1 demographics

·     Sponsorships 

·     Large companies

·     Anyone suffering from being homeless or unable to afford in danger or being evicted 

Techniques used to get to the audience 

·     Using personal anecdotes to create empathy 

·     Showing the consequence of homelessness

·     Use children to address vulnerability pathos

Analyze the cover of shelter

·     Facial expression anxious , nervous , stressed 

·     Black background – draws focus on the face , represents dark emotion , puts them on a spotlight , one their own 

·     Close up shots , get to see their emotions clear focusing on facial expression 

·     Induce the empathy of the audience

·     Donating benefits the people represented in the advert 

·     Strong color of red shows blood 

·     Different range of ethnicities reflects it can affect any gender age and race

·     Each photo contains different scenario shows different ways people can have with housing problems 

·     Creates realism and threat to may people.

·     Bas the information (website ) to make it clear it is a charity 

·     Target audience ( most people own or rent property ) affect them the most 

·     Emotive language to appeal sympathetic nature of people 

·     Lack of representation with diversity – don’t stereotype 

·     People look average don’t look homeless 

·     Can happen to anyone

·     Red has connotation of danger suggesting fear

·     Language  personal pronouns (we) encourage a feeling of inclusion and empathy 

·     Extreme close up allows the viewer to see their anxious facial expression 

·     Direct address attracts attention and feels personal 

·     Lips are slightly parted suggesting they are about to speak or want to 

·     Characters and featured are similar looking which implies equality 

·     Red dramatic message appears over the top of the faces

old spice

Media Language:

•Colour

•Type of shot

•Angle

•Focus

•Depth of field

•Mise-en-scene

•Realism?

•Narrative?

•Use of text/copy

•Font design/size

•Layout

Representation:

• DRCAGES/places/themes/ideas/messages

•Who/What/Where is seen?

•How are they represented?

About the brand 

·      Male grooming brands from P&G

·      Launched for men 

·      Who want power to seep into their very pores

·      Scent to last 8 hours

·      Average work day

·      Hydrating formula leaves the skin smooth 

·      Campaign created by agency weiden and Kennedy 

·      Edulcates womon on how their man could smell 

·      Targets male audience 

·      Old spice was getting dated 

·      Older people used to have it 

·      Wanted to attract new young customers 

Launch 

·      It launched in 2010

·      Got 11 million views 

Impact of the campaign 

·      105 million YouTube views on the campaigned

·      1.2 billion earned media impressions

·      2700% increase in twitter followers 

·      800%increase in Facebook fan interaction

·      Most views sponsored YouTube channel

·      Managed to become more successful 

·      Changed the mindset of its younger target audience 

·      Expanded to other products due to immense success 

·      Spoke directly to the audience in a humorous way