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The main colour which is used is red which stands out vividly against the images. It also gives us a sense of alert and danger, suggesting that becoming homeless is dangerous, with many risks and complications such as the involvement of drugs and trafficking of women.

This poster gives examples of ways in how people become homeless e.g. "Debt can be too big to face" but however does provides audiences with information on how to avoid situations like these such as donating to the charity and the link of the charity's website and contact number.

The use of the bold text is placed in the middle of the actors' faces, encourages audiences to want to read more on the poster, where they can give their direct support to the charity.

The main font is capitalised and large with sans serif style to alert the audience's attention. The font is also transparent which enables audiences to see the fear and emptiness written across the peoples' faces. The colour of the font is also red which matches with the charity's logo and theme of the poster.

The characters' distraugt facial expressions suggests that this poster projects an upsetting tone, suggested by the many different situations that these individuals have all suffered which resulted to homelessness. However the support of the helpful advice from the shelter charity, ensure audiences that these victims are going to be okay, thanks to this campaign.

The use of the central image which covers up the background of the poster, focuses our attention to the types of individuals who have suffered from the loss of their home. The use of the extreme long shot emphasises the worry and neediness on their faces to describe how they desperate they are.

This campaign poster is targeted to inform everyone whether you are financially stable, homeless or on the verge of becoming homeless. This campaign provides examples of situations and then provides information on how to overcome it, eg. the helpline and website.

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what is the purpose of an Advertisement?

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what is the purpose of an Advertisement?

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An advert produces a direct line of communication between media producers and their customers:
1) ensuring that they are aware of the product, service or message being presented
2) convincing customers that the company meets their needs and interests
3) producing a memorable campaign or product for customers

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Code and Conventions for print advertisements 

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Code and Conventions for print advertisements 

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- The slogan must be attractive ( preferably taking anchorage of the page)
- channel or company logo ( eye catching and memorable)
- interesting heading or catchphrase
- colour scheme ( to match the mood e.g. bullying > dark colours, black , white
- limited use of words
- use of graphics ( eye catching finish)

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An advertisement is an notice or an announcement in a public medium which either promotes a product, service or event. This can often be publicized on the net, billboards or on the television.

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The construction of this campaign is to inform the general  audience of the struggle of homelessness as well as the heightened level of homelessness during the time of Christmas.

In the video, the campaign uses a stereotypical representation of the homeless as we see various longshots of them fishing out the bins.

The campaign video is also taken during the night time which can suggest connotation of abandonment, silence, loneliness and also a time where people are out having fun so therefore wont notice the homeless. Which is carefully constructed by the campaign leaders to therefore use Christmas lights so audiences can identify them vividly.

We see an homeless individual pushing an empty trolley wrapped with Christmas lights, which can suggest this notion of the homeless spending christmas lonely with no family or friends, shelter, food or gifts from loved ones. In contrast with this traditional image of people shopping with filled up trolleys of christmas gifts and toys.

We see an aerial shot of the famous London eye attraction which shows that the campaign are linking the setting to the known statistic that " Westminster, Central London is the top homeless spot in the UK".

The song track "creep" by Radio head recites powerful lyrics such as " I'm a creep, I'm a weirdo, I wish I was special". whch signifies the true element of the homeless feel unwanted and pushed to the side by society, especially during a time like Christmas.

We are shown close ups of disturbing images of the homeless wrapping their faces with the christmas lights, which emphasises the assumption of them suffocating themselves to bear the pain of being left alone at christmas. however once the christmas lights are switched it juxtaposes this joy of the season with the misery of those being left behind.

Towards the end of the video we see three homeless lying on public benches in the dark, unnoticed. which contrasts when the caption "what will it take for you to notice them?" when the Christmas lights are turned on.
This comprehends to this message to the audience of when are they going to acknowledge the growing number of 93,000 and counting homeless on streets, this encourages people to take action to make a change using the Adot01 text service.

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Lights- Adot integrated campaign poster 

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Lights- Adot integrated campaign poster 

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The construction of this media text is intended to reach out to a working class or financial stable audience. The main aim of this campaign poster is to create an elementt of self guilt and sympathy for the homeless during Christmas and all time round.

The use of the statistic of "93,000 homeless people"  this emphasises that homelessness in on the rise and a huge issue within society; directing to the audience that a a friend or a close relative could be a victim of homelessness and they're not even aware.

The #shedlight is used to reach out to a youthful audience who tend to use a lot of social media.  The use of the hashtag ( typically used on twitter) encourages to spread the awareness within minutes globally at the click of a button.

The dark grey surroundings emphasises a dull depressing mood which can imply to the audience that this is a sad and life shattering situation to get yourself into. This creates this ideology of no hope and no guidance of finding hope or an opportunity. This helps to place the audience in a position guilt where they feel a urge to have to support this campaign.

The positioning of the homeless person sat against the wall, can imply that he or she is being pushed to the side, unnoticed. Which can link to this notion of these indidviduals being classed as outcast or folk devils of society; howvere the use of the fairy lights helps to draw the audiences attention towards the lonely element of the homeless being left alone at Christmas.

The homeless actor is seen only holding a dirty blanket in the central image emphasises the lack of necessities and sanitary hygiene that the homeless has.  The use of the " text Adot01" caption helps to encourage audience to help purchase basic goods and items to help put a stop.

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YouTube. (2017).

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A recent ad campaign in downtown Seattle targets people who most need the help of The Salvation Army - the homeless and hopeless. A variety of outdoor media is used in this new campaign, aimed at people living on the street and pointing them to their local Salvation Army shelter - this includes billboards, bus sides, posters, and flyers.

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The main target audience is the general public but can also be targeted to parents of children. This campaign highlights the issue of homelessness with central of the homeless man, but also uses the image of the child to sway parents in feeling emotional torn or distraught. which meets the media producers intention of changing individuals perspective of homelessness.

Costume and props
We see the character wearing basic non designer trainers, a mac coat and casual trousers which looking relatively clean and brand new which can emphasise the rapid increase of anyone turning homeless, whether its today, yesterday or tommorow, penniless or poor.

Positioning
The character is positined in the centre of of the pavement which draws our attention is his outer wear and appearance as well as his purpose in the setting that he has been placed in.
- The character is also spaced back against the wall which establishes this gap between the audience and the homeless individual; stagmenting this huge gap between our differences in wealth and status. which helps to create  this sense of authority and toffee-nosed mentality amongst the audience of feeling to superior to get to close or personal to prevent catching their homelessness!

face exp and body language
The replacement of the cut out of the baby's face with a cute bold smile, helps to subvert unsympathetic and careless thoughts that audience will place towards the original male character; and instead conforms to a innocent, sympathetic and worried outlook of homlessness. This encourages audiences to adapt to an open mindset that the majority of homeless are innocent and good- loving people.

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You could become homeless for many different reasons. These could include:

being evicted

splitting up with your partner

family or friends asking you to leave

domestic violence or abuse

harassment by neighbours

a disaster such as a fire or flooding

(England and advice, 2017)

ANYONE CAN BECOME HOMELESS!!!!!

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The construction of this campaign is to inform the audience of the support and advice that the salvation army charity can give to ensure that homeless people are safe in their care.

The extreme longshots of the different seattle landmarks, such as the stadium, the city skyline and market can emphasise the fact that disadvantaged such as the homeless can be found anywhere, near famous attractions and lonely dark streets. This can be portrayed as a direct message to the audience to open up their eyes to look in the most unobvious places, in order for the homeless to reach the comfort of the salvation Army.

The use of the fast paced motioning mainly of the city skyline can suggest connotations of that times are rapidly changing for Seattle's homelessness crisis for the better and the quickness and reliability of this campaign helping the homeless.

The closeups of Captain Dana Libby to help the audience to identify with the seriousness and sympathy of the opinion leader's message accompanied with quotes such as " There are 31, 000 homeless roaming the streets". This can be supported with the two step flow theory where opinion leaders pass their understanding of their issue onto others.

This campaign is designed for everyone from all backgrounds, race gender and age. for example in the video we see diverse range of all types of people speaking about the support of the salvation army with homelessness as well as the seriousness that this issue holds on this city.  The campaign encourages all audiences to tune as well as feeling self-included, where they therefore interact with a particular aspect of the media text.

The midshots of the salvation army's poster in the video , which focuses on the words "sleep", " hope" and "help" encourages to self identify with thoughts that trail across the minds of the homeless, emphasising that this campaign is closely in touch with individuals which shows their seriousness of trying to help them.

The close ups which focuses on the charity's logo and bold tech on the posters seen, help to advertise the company and it's message, which will help guide people to support this campaign and as well as getting more information.

The use of the colours red, white, brown and black for on the charity's posters help to display the different emotions and feelings that best describe what homelessnesss is about. for example, red connoting the frustration

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Homelessness affects a wide variety of people. Some people may be more vulnerable to homelessness.

You may be more at risk if you are:

leaving home for the first time or leaving care

pregnant with nowhere to stay when the baby comes

struggling to live on benefits or a low income

from abroad without the right to claim benefits

an asylum seeker or refugee

leaving prison

(England and advice, 2017)

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(YouTube, 2017)

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Integrated campaign to shed a light on homelessness for ADOT.

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(Adsoftheworld.com, 2017)

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The Drum. (2017). Shelter launches new advertising campaign with Amplify to drive people to seek advice earlier. [online] Available at: http://www.thedrum.com/news/2011/08/24/shelter-launches-new-advertising-campaign-amplify-drive-people-seek-advice-earlier [Accessed 15 Nov. 2017].

Adsoftheworld.com. (2017). Children's Defense Fund Print Advert By Fallon: Be Careful What You Cut, Homeless | Ads of the World™. [online] Available at: http://www.adsoftheworld.com/media/print/childrens_defense_fund_be_careful_what_you_cut_homeless [Accessed 15 Nov. 2017].

Army, S. (2017). Salvation Army: "ALLEYWAY" Outdoor Advert by Aclc Toronto. [online] Coloribus.com. Available at: https://www.coloribus.com/adsarchive/outdoor/salvation-army-alleyway-8782505/ [Accessed 15 Nov. 2017].

Ignant.com. (2017). The Glowing Homeless. [online] Available at: https://www.ignant.com/2012/05/21/the-glowing-homeless/ [Accessed 15 Nov. 2017].

Eszter, K. and Eszter, K. (2017). „Mert éheztem, és ennem adtatok…” – 777. [online] 777. Available at: https://777blog.hu/2016/08/11/mert-eheztem-es-ennem-adtatok/ [Accessed 15 Nov. 2017].

Hot91.com.au. (2017). Rough sleeping to support homeless. [online] Available at: https://www.hot91.com.au/news/local-news/73079-rough-sleeping-to-support-homeless [Accessed 15 Nov. 2017].

DeviantArt. (2017). Homeless.... [online] Available at: https://fbuk.deviantart.com/art/Homeless-92292848 [Accessed 15 Nov. 2017].

JAMES-WATKINS.NET. (2017). PICTURE THE HOMELESS. [online] Available at: http://james-watkins.net/picture-the-homeless/ [Accessed 15 Nov. 2017].

YouTube. (2017). Salvation Army Seattle Ad Campaign. [online] Available at: https://www.youtube.com/watch?v=MhXbKDu6wGY&t=2s [Accessed 16 Nov. 2017].

YouTube. (2017). Lights - Adot - Integrated Campaign. [online] Available at: https://www.youtube.com/watch?v=hGnJEH178-0 [Accessed 16 Nov. 2017].

Oxfordshire Liberal Democrats. (2017). Scrap the £1k Homeless Fine. [online] Available at: http://www.oxonlibdems.uk/homelessfine [Accessed 16 Nov. 2017].

England, S. and advice, H. (2017). What is homelessness?. [online] Shelter England. Available at: http://england.shelter.org.uk/housing_advice/homelessness/rules/what_is_homelessness [Accessed 17 Nov. 2017].

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The use of the political party Labour taking a stand to the issue of homelessness can attract those who are labour supporters or interested in politics to take an interest in this social issue. This can also be very useful raise homelessness on a high platform in the media to create awareness for a growth in policies and law changing.

This signifies a sense of authority from passer's by  are positioned at a higher position looking down on those lower : audiences are placed at an angle to prevent relating or identifying with the homeless.

Lighting
we see the character be sucked into a darkness with their legs parted and scattered randomly, as they aree positioned to the right at the end of the page hidden behind the gentleman's dark trousers; connoting that homelessness comes with alot of despair and negative outcomes.
- In contrast with the bright natural lighting positioned to the left of the page, where we see those with smart expensive shoes walking through. This highlights opportunity and those of higher status, who are able to live comfortable life of materialism.

costume
we see the contrast between the businessman's smart expensive working shoes  bringing connotations of materialism, wealth and class and the homeless man's battered trainers connoting little wealth, little money or of an under class position.

black and grey scheme
This sets a dark and dull mood to help direct troubules and major concern that this campaign is aiming to communicate.

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The definition of homelessness means not having a home. You are homeless if you have nowhere to stay and are living on the streets, but you can be homeless even if you have a roof over your head.

You count as homeless if you are:

staying in a hostel, night shelter or B&B

squatting (because you have no legal right to stay)

at risk of violence or abuse in your home

living in poor conditions that affect your health

(England and advice, 2017)

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The extreme long shot of  the seperation of the white pure side of the street and the dull blue side shows the many different challenges and experiences encountered, connoting the loneliness and long nights as well as time of hope that they encounter.

Off- shot angle
The majority  of the page showing the homeless female stood on the white fence and the other majority showing part of the cold empty street suggesting connotations of it being unpredictable o whats at the other end of th street , the unknown or you simply wouldnt want to know what is at the other end.

Suttle blue lighting
The use of the tinted blue street suggests connotations of an anxiety and filled atmosphere that's also chilly and cold.

Positioning
The Actor is positioned on the edge of the corner towards the lonely  street suggesting that she is on the edge of society; seclude and lost with no guidance.
-  The character is seen swaying way from the sun connoting happiness, hope and opportunity on the white fence towards the isolated street full of anxiety and fear.

Props
we see a small box with characters belongings in them suggesting that she has a lack of basic necessities and possessions .- the box also communicates that this individual is always on the move implicating that she has no relative of family members to stay by, always having to run away from danger such as female targeted sexual services such as prostitution and being kidnapped.

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This places the audience in a position where they are eye level with the homeless individual from their perspective creating a sense of identificaton and shamlessness of who they are.

low angle shot
We are placed at a position of not feeling superior but a level of equality, understanding and connection.

long shot
This give us a clear vision of the costume and props that the actor is wearing, which give us a quick summary of the wellbeing and conditions that we can label towards this individual.
- As well as viewing for us the manky street wall to emphasise the unsanitary, publicly exposed, chilly and unprotected lifestyle that millions of homeless people hav to face all across Britain.

Dull low lighting
The use of the lighting could be interpreted to emphasise the low and shallow times that many homeless will experience.
- it sets a depressing mood to help explain that this is truly a saddening and emotional damaging situation to get yourself into.