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.
Tuesday, April 2, 2019
Monday, April 1, 2019
Thursday, March 28, 2019
Friday, March 22, 2019
The Big Theory Essay
The front covers of magazines are like adverts for the magazine, so in the same way as with advertising they tend to reflect the influence of consumerism. The Big Issue magazine is designed to help homeless people and so tends to have a more political, more altruistic and less consumerist focus. For example, one magazine front cover displayed a timeline of words stating "DON'T PANIC! HERE'S A DEAL THE COUNTRY CAN GET BEHIND" stamped over the Big Ben, which is surrounded by the EU stars.
The one image displayed on the magazine is a warped picture of Big Ben surrounded by the stars of Europe. Big Ben is attached the houses of parliament, and by warping the Big Ben to look unstable, it foreshadows that our politicians are warping the U.K to become unstable. Furthermore, Big Ben is surrounded by the stars of Europe This could represent that the U.K’s politicians are surrounded by the idea of Brexit and aren’t focusing on other important issues within our economy, such as crime, homelessness etc.The tag line under the masthead says ‘A HAND UP NOT A HAND OUT.’ As The Big Issue is a non-profit foundation for homeless people, they’re stating this isn’t a handout for them, but rather a helping hand up to a more successful life, which supports their mission statement on the website The layout of the magazine is all dependant on the flow chart covering the majority of the magazine. This flow chart is used to copy/mock flow charts created by news articles, such as BBC.
The size font used in the anchorage text varies throughout the timeline. At the start of the timeline the text is small, but includes the words ‘DON’T PANIC!’. in all caps. The small font could be used to represent the parliament trying to calm down people, however the capitals show that the issue is important and the government are trying to sugar coat it. The next time-line displays ‘A DEAL’ in a size that instantly pops to the reader. This is used to grab people’s attention when walking past. The colour of the magazine is a clash between the European flag (Blue & Yellow) and the U.K flag (Blue, Red & White). This intertextuality represents the divide between the country, one side being for Brexit, and one being against. The Plug is a description of The Big Issue, implemented in into the timeline of Brexit. This might have been implemented to in to the timeline as the timeline for The Big Issue is a simple 3 step sequence. Whereas Brexit’s timeline is full of twists and turns. The Big Issue may have done this to show that Brexit has no structure to it, whereas The Big Issue does.
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