Shelter ESSAY

1.
Analyse how social cultural context can influence advertising. Use Fig 3 to support your answer.
In your answer you must:
- Analyse how social and cultural contexts influence advertising.
- Make judgments and reach a conclusion on why they advertised in this way

(15)

Shelter is a charity that helps people find houses and keep them, they solve problems and make sure people don’t fear losing their homes. Shelter helps millions of people every year struggling with bad housing or homelessness through our advice, support and legal services. And they campaign to make sure that, one day, no one will have to turn to them for help.

The aims of this campaign is to raise awareness of homelessness arising in today’s society, especially with the recession and the current climate, which is relatable to many people in today’s society because it coincides with the issues of debt which people are faced with. Some of slogans used to really catch to eye of the reader include; ‘but where will we live?’ this is a good clear message which gets the information across in a direct manner as this could happen to anyone down to their job or living accommodation.

Shelter value SAFETY ensuring that people are living are in a safe community ‘free from harassment from rogue landlords ‘Shelter value SECURITY making sure people have a long term tenancy so people can live without the threat of eviction Shelter value affordability having enough homes built so that everyone has the opportunity to buy or rent homes. Shelter values people, they want to do everything in their power to ensure people have all of the three values above. We can see this in the 3 poster adverts because they have chosen to use the faces of the people who are confronted with these problems to show the public the truth.

The aim of the ad is to make the 25+ ABC demographics understand the struggles everyday people go through with the fear of losing their house. This is demonstrated through the quotes used ‘BUT WHERE WILL WE LIVE?’ this question is all in capitals and is there to show the questions people who go to shelter ask. This then demonstrates what shelter values. The family struggling. This charity aims to make sure people keep their houses which is communicated through this ad, they want to help out anyone who needs it. The posters use direct mode of address to help advertise this as well, by doing this it creates a closer connection between the audience and the charity. The red almost translucent font connotes danger and worry that these people could be feeling it also covers the neutral facial expressions to suggest how these questions will always be on their minds. The tagline underneath used gives a problem and ends with ‘we can help’ once again showing what shelter values as a charity.