shelter Flashcards
what is shelters objectives
to challenge outdated stereotypes of homelessness
raise awareness of homelessness
encourages people to seek help
shot type
close up of each individual creates a direct address reduces proximity with the audience enabling the audience to read facial expressions creating empathy
composition and layout
the brand name and logo are in the lower third of the frame which is the last thing the audience will see.
Similarly the website is placed in the lower third encouraging the audience to visit the website after they have consumed the content of the advertisement.
The rhetorical questions are placed over the face of each individual signifying the magnitude of this problem in their lives.
A search bar is clearly visible appealing to the digital native audience.
type face
sans serif fonts are often used because they appear impactful and bold connoting the impact homelessness / poor housing conditions are having on the individual.
costume
the lack of make-up and costume makes the advert appear raw helping to create sympathy and empathy in the audience.
Colour palette
- the use of red and black is impactful but also signifies the danger and misery caused to the individuals by the situation.
anchorage
- the written text amplifies the message of homelessness being caused by a variety of situations and circumstances.
persuasive techniques
•Persuasive language - the language used creates personalisation and sutures the reader into the position of the individual in crisis.
• Rhetorical question - the advertisement urges the audience to consider the individual circumstances.
This technique elicits sympathy from the audience.
• Fear - the use of three individuals from different social groups suggests that homelessness is non-discriminatory and can happen to anyone, including the audience.
digital technology
The advertisement demonstrates the impact that digital technology has had on media language. The reader is directed to the website and encouraged to search online for further information and advice.
Moreover the reader is provided with details to text a donation
key ideologies and view points
social inequality
belief in welfare
individualism
stereotypes about homeless and shelter
white men
lazy
criminals
s is challenging blaming the individual for their situation and is suggestive that homelessness can occur to anyone
social groups
men and women
racial ambiguity
pronoun we
want to appeal to the widest audience
audiences are positioned to …
have a belief in welfare
dispelling myths
social context
social anxieties surrounding economic poverty
family circumstances that can lead to homelessness
concerns around rouge landlords social housing and social care
social inequality
target
liberal reformers
