shelter advert

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context behind shelter
2010-government cut its funding for social housing at 60%
affected a lot of people who depended on the funding because it made housing affordable
csr- cameron's coalition government
shelter focus on people who are at risk of getting kicked out of their houses and offer them advice and roots to take.

ASA -

  • regulates advertising framework 
  • They have the power to “pull” any adverts that have been complained about by a member of the public or a company.
  • They will investigate complaints and agree / disagree
  • Advertisers have to adhere to ASA guidelines

question
how is media language used in the shelter advert? refer to the social,political and cultural contexts in ur response.
Shelter is a charity that supports people who are at risk of losing their home, it was established in 1966 and had helped many people to gain back their home. In 2010 the coalition government had reduced its social housing funding by 60%, leaving shelter greatly concerned for the future of housing.In
this print advert, shelter uses media language such as; close ups, direct address and vibrant main text. Firstly, the direct address is used in this case to portray the person in the images feelings, in this series of photos the general feeling portrayed is fear. Fear is such a horrible feeling to maintain and it is shown because they are at risk of losing their home, I also think that they all have the same facial expression to show that they are united in situation and emotion but shelter is going to help them out. Further, the camera shot is a close up in all three photos and this is done to further emphasise the use of direct address.In the main body text on one of the photos the personal pronoun ‘we’ is used this,again this gives off a sense of unity and that situation like hers happen to a lot of people. Moreover, the colours used in the writing (red) across the people's faces connotes danger and conflict , eg 'where will we live?' is displaying stress, worry and inner conflict because she is so uncertain of where she is going to go or live even. I believe this is the same message for the other two phrases 'he can't do that' and 'i can't face it'. Underneath the main body text, there is in white 'we can help' which is short,solid and catchy , the fact that it is very clipped portrays to the audience that shelter is a company you can rely on for help.

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