2. Shelter - Campaign Poster
Fonts:
Colour Scheme:
The colour scheme is effective, as red and
white are used as the primary colours.
Red connotes danger, which highlights the
perilous situation in which the subject of
the advert is in, which significantly
contrasts with the white text, which
connotes purity and innocence, which
could represent the child in the
advertisement.
Images:
The font is san
serif and is a
general, universally
used font. It is easy
to read, which will
make it appeal to a
teenage audience.
The font is in bold
and has been
enlarged on
purpose so that is
attracts the eye of
the viewer, so they
are drawn in to the
advert. It is also in
lowercase
letters, apart from
the word
‘Britain’, which is
emphasised, mayb
e for patriotic
reasons.
In this particular
campaign, only
one main image is
used, which makes
the consumer
focus on it
primarily. The
image is at eye
level, which
connotes a sense
of equality
between the
subject and the
viewer. It is also
dark in tone, which
adds to the solemn
nature of the
advert and with
using a child, it
makes the advert
seem more
emotive.
Copy and Overall
Tone:
The overall tone of
the campaign poster
is rather sombre, as it
is representing
homelessness in the
UK and it wants the
consumer to
sympathise for the
people who are
involved in this
situation. The copy
itself is formal, as it
uses a statistic to
back up its relevance
and it is also very
simplistic in the way
it is written and is
abrupt, not longwinded, which will
also attract the eye
of the viewer.
3. Centrepoint - Campaign Website
Fonts:
The font is clear and readable and therefore appeals to most ages. The
headings are highlighted so that the eye of the viewer is drawn to them
instantly. There is a contrast between white and black, with black fonts
being more prominent, as it stands out clearly from the white background.
Images:
Several images are used on this webpage, the centralised one being the the
focal point of the whole page, where it has been shot in black and white to
make it appear gloomy and connote sadness related to the subject in the
picture. The image uses a blurred focus technique, where the subject is
highlighted on purpose so that the consumer will focus on them specifically.
The images are symmetrical, as they are posed and
professional, however, they still have an impact upon the consumer.
Colour Scheme:
The colour scheme is fairly similar to that of ‘Shelter’, however, a green tone
is also included, possibly to highlight the ‘Donate’ section and draw people’s
attention to it specifically. The red again connotes danger and peril, whilst
green is associated with spring/summer, a new beginning, if you donate to
this charity, you are initially aiding the start of someone new life. It is a form
of symbolism.
Copy and Overall Tone:
The copy is relatively straightforward to read and understand, simplistic
forms of text suitable for most ages. The tone is sympathetic overall, it is
trying to encourage the consumer to donate to the charity.
4. SASH – Charity logo/Sticker
Fonts:
Colour Scheme:
The colour scheme is simplistic, which
means that it will appeal to a wide range
of people of all different ages. The colour
green connotes peace, safety, calmness
and it is also inviting, which makes it more
eye-catching to the audience. The colour
white represents peace also, so there is a
significant link between these two
colours, which is why they go well
together.
Images:
For this particular
logo/sticker, the
font is
helvetica, which is
useful, as it makes
the text universally
recognizable as
well as being clear
to read. It is bold
and initially
catches the eye of
the consumer.
Also, the bright
colour of green is
used to attract the
attention of the
audience.
There are no
specific images in
this logo, there is
only one
autoshape that is
meant to
represent a
house, which is
relevant because
they are trying to
house the
homeless.
Copy and Overall
Tone:
The overall tone of
the charity
logo/sticker is that it
is bright and
cheery, as opposed
to using red as a
colour, as the
organisation had
used that in the past
and it wasn’t very
successful as red
connotes danger and
they were trying to
promote the direct
opposite of that. The
text is abrupt and
gets the message
across, which makes
it very clear.
5. Comparing the pieces of promotional materials
•
Shelter – appropriate colour scheme, reflects that of Centrepoint, bright
colours are used to attract the eye of the viewer (16-24).
•
SASH logo uses green colour, very simplistic, which contrasts with that of
Shelter, but that is a national charity, promoted more, more
awareness, bigger charity, more money, same as Centrepoint, promoted
by Prince William.
•
Imagery on centrepoint and shelter are similar, very
emotive, staged, trying to get donations. A text or donate section
appears, need to fund the charity, clever marketing
techniques, statistics, “40p” and “1 in 7”. Use children in order to get the
audience to donate, they sympathise.
6. Homeless questionnaires – results
•
My findings showed that homelessness in general had bad stereotypes, in the media, it is
seen as a negative thing linked to drugs, alcohol etc, which is why my results may have
turned out like that. Its not always the case, but in general, homelessness is seen in a
negative light.
•
Also, most of my results said that shelter was the main charity in which they had heard
of, which is interesting as it is the most promoted homeless charity, national, whilst SASH
is local.
10. Copy Drafts
“Change 4 Change”.
“Donate Now to save a homeless persons life, thank you”!
“Please text 8008 to donate and help save an innocent child from
homelessness”.
“I‟m Hungry… for help”.
“Homelessness affects 2 families every month”.
“What would you do if someone you cared about became
homeless”?
“1/4 people are homeless in the UK, are you going to stand by
and watch this happen”?
“We need change…in society”.
“Our pockets may be poor, but so is your attitude”.
“Think twice before you fail to „spare any change‟ for a homeless
person, they are in desperate need for food. So, has the penny
finally dropped?
