Shelter Advertising Analysis

Explain how representations are created in the Shelter advertisement to promote the charity. (10)

The representation of housing problems as a temporary, solvable issue creates the idea that help is available to you when you are in need and at a low point, in these advertisements it is shown that anyone of any gender or background can be affected by housing issues. Shelter shows the viewers of these adverts that it is okay to ask for help when you are struggling, no matter what the situation is. These advertisements show that it is better to ask for help sooner rather than later, for example it says that debt should not be ignored and will only get worse if you don’t seek help before the problem only grows and becomes more overwhelming.

The bold, capitalised text conveys that these problems are important and prominent in the life of the person affected, telling the viewer that these issues need to be solved as soon as possible. The red of the font could also be associated with pain, anger and suffering to imply that these problems can only bring suffering if they are left unsolved. Red can also sometimes be associated with willpower, possibly showing that it takes a lot of will to ask for help but it is one of the only ways to solve these problems.

Close ups are used for each image of a person, giving an up close and personal view of their face and possibly presenting to the viewer that these issues are personal and it is difficult to be vulnerable and ask for help in these situations but it is necessary to do so. These advertisements are tailored to encourage those struggling with housing issues to seek help through shelter and convince them that seeking help can solve their problems if they put the initial effort in to get the help. Shelter seeks to show people that help is ‘just a click away’ and not as difficult to find as it may seem – with the adverts encouraging people to seek advice on the charity’s website. In a very technology centred world, providing an online source of aid is likely the best way to reach a wide variety of people and offer aid.

Alongside finding new people in need of help, the campaign also garners sympathy from the general public and inspires people to donate to Shelter to allow them to offer better service and help to those who need it, the advertisements create sympathy towards people who are struggling with these problems.

Shelter Advertising Analysis