Analysing Shelter's Advertisements

Shelter Adverts

• How have they used their actors in their images and how have they directed their facial expression?

They have used actors to portray an emotional connection with the audience through facial expression as they all look upset as their eyes look pleading and sad as well as their lips parted slightly as if they are almost lifeless to create a slightly distressing impact on viewers so that they feel the need to help the cause because of the emotional connection they have created with these images. The actors are also different in race and gender which could infer that anyone can become homeless. They also look neutral which could infer that they are shown as a passive member of society and are only there to serve the needs of anyone above them.

• How have they been lit?

A front light is used to light up their facial features to emphasise the passive expression and pain that the actors are trying to portray. There is faded black around the edges of their faces which could infer that these people who have no homes feel like they are surrounded by darkness and there is no escape. The lighting could infer how the organisation is trying to shine a light on these types of people to try and get them help, finally putting these lesser known people in the spotlight.

• How has Shelter used layout to convey their message?

The text covers the faces of the 'homeless' people, inferring that they are trapped behind other things that are more important so are forgotten. The placing of the faces which take up majority of the advertisement could convey that homelessness is a big problem, but also creating more of an appeal to the viewers as it is eye-catching. The layout is relatively the same for each advertisement with the same website address and Shelter logo at the bottom as well as a message in a red box to search for 'Shelter housing advice' and different phrases above the box in white corresponding with the person. For example, the man in the middle

• How has the use of font contributed to the message?

The font is bold and coloured red which could show that this cause is extremely important and urgent for help. The fact that the text is situated over the faces creates the idea that these people's thoughts are consuming them as that is all they can think about. Each text is unique which shows that they all have different views as to what they want, creating more realism, developing an idea of what the homeless actually feel about their situations. 

• How has the audience been communicated with? What do the messages mean?

The audience is communicated through the colour scheme and text as the contrasting colours of red and black stand out as well as the bold unique text on each of the advertisements. The bright red connotates emotion as well as encouraging action for those who see it, encouraging them to try and become part of Shelter's cause.