shelter campaign

Advert analysis

Each of the posters contains a different scenario that shows different ways people can have housing problems and face homelessness. This is employed to inform people that there are a number of ways that cause people to face them in case any happen to them. It creates a sense of realism about the problem and that it is a threat to many people.

The adverts follow the same sentence structure in the bold white writing underneath the mouths of the people. It has a declarative statement followed by the words 'we can help'. This reputation is used to make people in these situations feel reassured because it makes them feel as though the charity is there for them if needed.

The target audience for these posters is likely to be people over the age of about 25. By this time the majority of people would either have an owned property or rent, so these issues would effect them the most.

Charity Advertisement

conventions of a charity advert:

- empathy
- shocking images
- emotive language
- relatable to public
- slogan
- use of colour/ colour associated with brand
- web adress
- invitation to interact with company/ donate


Shelter Campaign 2011 -

- Founded In 1966 in London
- aims to help people with homelessness and bad housing
- main focus of campaign in poster ads, social media
- poster campaign initially launched in four towns identified as hotspots for housing problems, ran from August 21st for six weeks.
- created by Amplify on a pro bono basis (free)
- some of the slogans are eye-catching 'but where will we live?' - clear message across in direct manner

the big issue analysis

old spice

Lucozade

Old Spice

- Founded in the 1940's.

- product that children would buy for their fathers- good gift for people.

- firstly introduced for women- 1937

- introduced for men- 1938

- 2012- iconic clipper ship logo replaced with a yacht and targeting changed to young demographic segment. 

The old spice campaign 2010- 'THE MAN YOUR MAN COULD SMELL LIKE'

- was becoming outdated and for old men.

- set on Wieden + Kennedy to re market. 

- direct competition with 'Dove' Super Bowl campaign in 2010. 

- Proctor and Gamble's research showed that 60% of mens body washes were by women so old spice needed to attract female shoppers. 

- Many products on the market lacked masculine credibility so old spice could work on the idea of smelling like a man. 

Target audience- 12-34 men and their women shoppers. 

old spice media strategy for the launch was simple; instead of spending money on the Super Bowl, they aimed to create Super Bowl impact building awareness around it. 

・1ST communication layer- (SEEDING)- start building buzz with old spice fans 'the man your man could smell like'. 

・2nd communication (LAUNCH)- next, search engines strategy played a key roles people thought that super bowl had launched it just because they did it all round super bowl.

・3rd communication (ENGAGE)-  post launch, old spice media strategy addressed one of the key ingredients for success, getting both sexes to talk about the campaign. 

Youtube- 10 million views

Facebook- 55000 fans

old spice.com- traffic increased 9 times. 

social anxieties- 
- the athletic and muscular bodies represent the male obsession with  their body image thus attributing a certain body insecurity to the target audience.

inequalities (race)- 

- black look by bell hooks hyper- sexuality of black bodies over white.

(sexuality)

- importance of heterosexuality in constructing masculinity to sell the product to women.
(gender)
-reinforcing a patriarchal society, a man who uses old spice will take the female viewer away, she cannot take herself.