ADVERTISING CAMPAIGNS

BARNARDO’S

Barnardo’s is a children's charity to get donations to prevent children getting mistreated. They target young parents

The advertisement campaign targets young parents, Silver spoon represents wealth. The slogan ankers the image and is positioned to the side of the main image to make a tidy presentation , keeping the focus on the image but the text is still readable as it is not too small and its in black. The colour scheme in the image connotes wealth as they are using warm colours which make you feel welcoming and happy emotions. The tag on the baby's am shows the baby was born in a hospital and a safe environment and it is well looked after, the baby looking plumped it signifies that its healthy. The spoon is photo shopped to keep in the ASA guidelines.

The campaign has a drastic change of imagery which causes the shock value to escalate.

The campaign text layout is still tidy to not distract from the image also the slogan has changed to emphasise the change in imagery.

The colour scheme uses white and light blue to create an image of it being cold and hard and it illustrates an unwelcoming environment.

The baby has a bruise on its chest and a chemical bottle in its mouth to signify that the baby is not well looked after nor a healthy environment, the bottle is photo shopped keeping within the ASA guidelines.

The babies facial expression shows pain showing the baby is in an unsafe environment and was born into pain the hospital tag lynks to being born within an initial safe environment but that doesn’t mean the baby will be living in a good environment.

As the campaign grows the larger the shock value escalates.

The slogan is laid out in the corners of the picture so it doesn’t distract the audience from the main image, but it is still readable.

The colour scheme is orange and white similar to the first image, but the colours are used in a different context. The colour scheme represents dirt or filth and it creates an unwelcoming environment.

The cockroach furthers this impression as the insect itself is known as filthy and its carrying desieses. The cockroach is seen in the babies mouth, which can be viewed as a personal infestation, the cockroach is photo shopped to keep within the ASA guidelines.

The orange oily glow creates a firther emphisise which makes the baby look neglected and needs help.

As the campaign has continued the shock value has escalated with the baby looks dirtier, thinner and more unhealthy.

Layout of the logo/slogan is as before out of the way of the main image but can be read by the audience.

They used white and light blue for the colour scheme which creates a cold, hard, harsh looking environment and it doesn’t seen welcoming.

The babies facial expression looks like its in pain and doesn’t look like its been looked after.

The use of a syringe has connotations of a dangerous environment, especially when we focus on the substance within the syringe which heavily implies, drugs. The syringe has been photo shopped to stay within the ASA guidelines.

TESCO CHEROKEE

In this image the model is in a dangerous situation, but her body language doesn't reflect this instead they are relaxed and the model is implying that her comfort levels exceed her pain levels.

They use a simple layout with the brand name and slogan at the bottom right, this isn’t taking the attention from the main image away.

They use a brown and green colour scheme to have an earthy or nature look which implies to the whole picture.

The main image shows that the model is in a dangerous situation yet their body language doesn’t reflect that she looks calm and relaxed reading her book and not scared of what could have happened.

The colour scheme is dark blue and white these are used to exaggerate the danger as there is no visible help or land in the background there is a contrast from what she is wearing and the colour scheme.

They use shark fins to create a dangerous situation the fins have been photo shopped to keep within ASA guidelines.

The body language shows that the model doesn’t reflect on the dangerous situation that he is in, instead he is calm and relaxed looking at his watch which shows that he is comfortable wearing the brand.

Colour scheme uses white and green, they use white as a blank canvas also they use green to show that it connotes to

Cherokee uses a long shot to highlight the situation as well as showing the clothing range, The logo and slogan are positioned at the top right so it doesn’t distract the audience from the range the layout is simple and tidy.

They exaggerate the situation as it shows the model in a dangerous situation yet she had a casual response, further implying that the model is comfortable and relaxed.

They use a colour scheme of white and green, they use green to connotes to nature and they use a white background as a blank canvas to further emphasise danger.

TESCO F&F

F&F uses a shallow focus on the model they also use a contest of black and white between the subjects in the background in black which also makes the model stand out in the white this is used to draw attention to the clothes.

The price tag appers to be dangled in front of the camera which makes it look like the model is on the catwalk this is used to show that the clothing is good enough to get noticed. The price is clear and visible on the tag to reinforce the campaign message. The slogan is clear and at the bottom right side of the page so it doesn’t distract the audience from the main image it also portrays the clothing as high quality yet it is stiff affordable

The model uses direct address to engage the audience and draws them in.

The lighting is bright and faces the model and no where else to draw peoples attention to the model and no other subject it is also used to make it look like a catwalk setting.

In this image they use shallow focus to draw attention to the model in the foreground they also took the shot from further away to get more of the background in it shows that the event and it emphasises the slogan of high quality.

The colour scheme is black white and silver these are uses to draw attention to the audience and to gain attention to the main subject the model will stand of as the contrast of colours makes her stand out in a brighter setting.

The model is placed on a price tag which is placed in front of the camera to make the model look like she is on a catwalk it also highlights the idea of low cost but high quality. It shows that the clothes are elegant but at affordable prices as shown on the price tag.

The model uses direct address to engage the audience and draws them in.

The lighting is bright and it focuses on the model and no where else this is used to draw peoples attention to the model and no other subject it is also used to make it look like a catwalk setting.

F&F uses the idea of the model on the price tag again but they have changed locations to maintain the visual interest.

They use a public setting as it is more reliable to the audience as apposed to a closed of catwalk there are more people present in the background which attracts to the message of people noticing the brand.

The colour scheme continues to be black and white the black is used in the background so it doesn’t distract the audience from the main subject which is in white and it stands out.

The model uses direct address to engage the audience and draws them in and makes a personal link between the model and the audience.

The lighting is bright and is behind the model so she stands out and no where else can distract the audience from the main subject this us used to draw peoples attention to the model.