Shelter

Question 1

Media language to signify..

Answer 1

Humanity, care and realism

Question 2

Humanity and care is signified by?

Answer 2

• the layout of each poster is dominated by a big close up of a face to focus on the emotion - particularly anxiety- on each face
• the main copy, such as ‘But where will we live’, relates to the individuals depicted, personalising the issues issues of poverty, debt and rogue landlords
• the repetition of ‘we can help’ across the campaign connotes care

Question 3

Realism is signified by?

Answer 3

• the simple layout
• the use of plain language in a conversational tone
• the use of no-nonsense capitalised sans-serif font
  -the casting of unknown people rather than celebrities
• the lack of an obvious persuasive technique

Question 4

Brand identity:

Answer 4

maintained through the use of the shelter house colour(red) and the shelter logo

Question 5

Lifestyle advertising:

Answer 5

-depicts or suggests the lifestyle of the consumers, in an aspirational or empathetic manner
- uses very ordinary people just like the target audience who might be at risk of homelessness

Question 6

Intertextuality:

Answer 6

can be used as three different posters that will be recognised as three different people and problems photographed identically with the same layout, typography and colour scheme, and only minor changes in the copy

Question 7

Viewpoints and ideologies:

Answer 7

welfare is incorporated into the caring language, which repeats in the slogan ‘we can help’

Question 8

Media language and media contexts:

Answer 8

shows the influence of originally religious discourses favouring charity

Question 9

Representations:

Answer 9

represent people at risk of homelessness as ‘ordinary’ people who have had some bad luck by combining the copy with images of faces with conventional levels of makeup and grooming.
by choosing two females and only one male face they are representing homelessness as non-gender specific

Question 10

Social/cultural contexts:

Answer 10

-multiculturalism - feature ethnically ambiguous faces
- feminism - deliberately avoiding stereotyping or covering feminist issues, includes two women as potentially homeless people to avoid the stereotype of the excluded homeless male

Question 11

Stereotyping:

Answer 11

relies on a positive stereotype of people of mature age and conventional appearance as capable and self-directed - generating surprise that such people could be homeless

Question 12

Under-represented or mis-represented groups:

Answer 12

• charity ads might be expected to demonstrate more sensitivity in their representations
• unusual in deliberately representing young healthy adults - a socially central group- as part of a strategy to create surprise

Question 13

Audience response and contexts:

Answer 13

charity advertising may be that attitudes to social issues such as ‘tough’ and ‘tender’ orientations are key in audience interpretations, as will be proximity to people suffering from problems linked to the charity’s cause