Analysing Shelter Advert

• Triptych - 3 panels with serious connotations
• Typically used for big stories
• All panels challenge stereotype that older men are more likely to be homeless
• Solution based advertising offers simplistic technique of directing client to Housing Advice
• Red text connotes danger, urgency
• Upper case, sans serif, bold
• Anonymous people instead of celebrity endorsement
• USP of charity adverts
• Makes audience feel guilty
• Mainly targeted at people the charity could help rather than asking for donations
• Unique as it's telling people to reach out
• Diverse range of actors highlight that anyone can be affected
• Broad audience appeal
• Middle class to provide help, lower class to get help
• Gender diversity
• Text over faces takes away their identities
• Represents lack of identity due to struggles they face
• High key lighting makes actors' ethnicities less clear, increasing lack of identity
• Extreme close-ups show serious expressions and vulnerability
• All have connotations of mugshots with bleak, simplistic colour palette
• Dual audience - those who need help and those who can give it
• Gives specific scenarios which the charity can help with
• Same style for different scenarios highlights different issues
• H in Shelter made to look like a house
• Text over faces takes away their identities
• Represents lack of identity due to struggles they face
• First panel
• Mid-30s - could be a parent
• Has connotations of role as main wage earner (albeit in a negative way), foregrounding diversity
• Rhetorical question to position audience into understanding potential consequences of losing your job
• Second panel
• Focuses on young man's problem with his landlord
• Represents austerity and lack of affordable housing
• Potentially political representation
• Third panel
• Young woman's problem with debt