Media and Advertising Shelter

OCR Spec.

Shelter, the UK based housing and homelessness charity launched an advertising campaign in 2011 that was produced for those at risk of homelessness to point them to Shelter’s free services and guide them to seek advice on issues around homelessness earlier.


How they used to advertise
Is the target audience slightly different

Media Language:

•Colour

Dark, low saturation. Red represents danger, fear and warning. Black links to depression, and isolation

•Type of shot

Close up shot of peoples face. worried facial expression and pale complexion

•Focus

Focus on the facial expressions and main text in red

•Depth of field

Complete focus on persons face.

•Mise-en-scene

Complete focus on persons face.

•Realism?

Very real as it is using real, ordinary people to convey their message

•Narrative?

These problems are common and can happen to anyone

•Font design/size

Size varies between the detail and the more important and gripping "headlines". Large red font

Representation
Representation of different genders and ages.
D-Not represented
R-Not represented
C-Aimed towards the homless and the lower classes
A-Aimed towards adult and young adults that are struggling with paying for their homes
G-Aimed at all genders
E-Not represented
S-Not represented

Target Audience