ADVERTISING CAMPAIGNS

BARNARDO’S

Target audience: Parents (Young parents)Representation: Shocking imagery to prompt donation to prevent child mistreatment.Campaign message: Not every child is born into privilege, Bernardo’s is trying to prevent that.

As we can see in this picture this baby looks very healthy and that he is living in a comfortable, relaxed and happy environment, we can also see a silver spoon in its mouth this represents wealth, this spoon has been photo shopped to keep with ASA guidelines.The slogan anchors the image, telling us that this baby is indeed in a good environment.We can see a colour scheme of gold and silver this is done to create happy emotions and a very welcoming environment.On the baby’s wrist we see a hospital tag which has connotations of the baby being born in a safe environment and it is very well looked after, the baby looks plump which implies that it is being well looked after.The slogan is tucked to the side to make a tidy presentation keeping focus on the main image, the text is still readable as it is not too small and it is in black which contrast with the golden and white background

On this image there is a drastic change of imagery it adds to the shock value as we can see a baby with a chemical bottle in its mouth, we can see that this baby is not in a welcoming environment and it looks unhappy and mistreated, the baby has a bruise on its chest this signifies that the baby is not well looked after nor in a healthy environment.The colour scheme uses a white, purple and light blue to create a cold, harsh, hard and unwelcoming environment.The slogan is still tucked in at the top right corner but it is still readable as it contrast with the background, this is done so it doesn’t take away the attention from the main image.We can also see that this baby has a hospital tag on its wrist, this has links to being born within an initial safe environment but, that doesn’t mean the baby will be living in that environment.The bottle has been photo shopped to keep with the ASA guidelenes.

As we can see on every picture it is escalating for a larger shock value as the advert campaign grows. On this image we can see that the facial expression of the baby is of pain showing us that the baby has been born into pain and in an unhealthy environment and that it has not been treated well.The colour scheme on this image is very similar to the first image tones of orange(golden) and white but this time it has been used in a different context as the baby does not look happy, it looks greasy dirty and that it is unhealthy, the orange and oily glow furthers the point of the baby being neglected, the cockroach in the baby’s mouth is seen as a personal invasion. The cockroach furthers this impression as we know a cockroach is seen as a very dirty insect and that carries diseases, this cockroach has been photo shopped to keep with the ASA guidelines. As we can see, again the text is laid out in the corners out of the way but still in a font and colour that stands out and is still easily readable

As the advertising campaign continues there is more shocking imagery, the sock value has escalated, now we can see that the baby appears dirtier, thinner, it has a bloated belly which could be a sign of the baby not being fed properly and more unhealthy than in all the other adverts, just by looking at the baby’s hair we can see it has not been taken care of. We can also see how the baby’s ribs are more noticeable than in another advert.Call to action is used in this advertisement campaign as it makes the reader realise the problem with this shocking imagery and makes them want to donate.The colour scheme on this picture uses white and light blue, this creates a very cold, hard, harsh and unwelcoming environment. The facial expression of the baby shows us that it is in pain and not in a good place we can also see a syringe in its mouth, the use of the syringe has connotations of a very dangerous environment it heavily implies on drugs.

TESCO CHEROKEETarget audience: Middle aged adultsRepresentation: Using models in terrifying situations, but their bran is so comfortable they don’t notice.Campaign message: No matter the situation you will be comfortable wearing the Tesco Cherokee brand.

As we can see the model in this picture is in a very dangerous situation with her leg stuck in a bear trap and with possible bears nearby, yet her body language does not reflect it. Instead she is relaxed, implying that their comfort revels exceed their pain levels, we get this idea across us that this brand is very comfortable to wear. We can see that the main colours of this image are brown and green this is used to have an earthly or nature look as it fits in with the scenario.There is a very simple layout for the brand name and slogan it is placed in the bottom right out of the way of everything it does not take the attention away from the main image, it is also done in white so it stands out from the background.

As we can see on this picture there is an exaggerated dangerous situation that has been photoshopped to keep with the ASA guidelines.The model again looks very comfortable and relaxed in this scenario with her feet in the water while she is reading a book.In this picture we see a dark blue and white colour scheme, the slogan is now in a dark grey colour as the background is now white.On this advertisement we see that the danger has been exaggerated a bit more with no land or any visible help in the background, so we get the idea that this is very comfortable brand to wear.

As we can see on this picture a long shot is being used this is to highlight the danger and help create the exaggerated dangerous situation and we can clearly see that the model is plummeting to the ground from a great height and his body language does not reflect the situation the model is in, he looks quite calm, checking his watch, which reflects how comfortable he is wearing the brand.The dominant white background is used as a blank canvas this is so that the colour and texture of the clothes stand out, this catches the viewers attention to the clothes.We can see the simple layout of the brand name and slogan in the top right corner so it does not take viewers attention from the clothes, it is also in a grey colour so it stands out from the background

As we can see a long shot is being used to highlight the situation the model is in and how dangerous it is, as well as showing the full outfit of the clothing range, again we see the exaggerated situation that shows the model in danger yet they show a very casual response in this case the model is looking at her nails, this implies the level of comfort while wearing these clothes.Colour scheme on this picture uses white and green, the white is used as a blank canvas this is so that the colour and texture of the clothes stand out, this catches the viewers attention to the clothes, the green has connotations of danger further implying nature and the danger.The logo and slogan are positioned at the top right so it does not detract viewers attention from the image, the layout is very simple and tidy.

TESCO F&F

Target audience: Female 20-30 (Working class)Representation: Model/Price on the catwalk demonstrates high quality clothing at affordable prices.Campaign message: You don’t have to pay a fortune to look good

On this advert we see a shallow focus on the model, this is done to draw attention to her and the clothes she is modelling as everything else is not important, there is a contrast between the background subjects that are faded out in black and the model in white, this draws all the attention to her.The price is quite visible and clear on the tag she is on, this is done to reinforce the campaign message and entice the audiences to buy this product as it is affordable but a high quality. The price tag appears got be dangled in front of the camera so the model looks like they’re on the catwalk, this again furthers the idea of the clothing range being good enough to be noticed. The slogan attracts the audiences in by portraying the clothing as being high quality yet affordable prices, we see a colour scheme of black white and silver, using a contrast of these three colours, focuses the attention onto the white dress.The text is very simple and tidy with the logo and slogan at the bottom, this is done so the attention is not detracted from the model and clothes, the text is still made noticeable so audiences know what brand it is that is selling it.

Again, we see a shallow focus on this image this is done to draw attention to her and the clothes she is modelling as everything else is not important, the other way they pull attention to the model is by the colour scheme, a mix of black white and silver the model stands out from the setting as they’re are in brighter colours.The model is again placed on a price tag that is dangled down to look like the model is on the catwalk, this further highlights the idea of low costs for high quality clothing.The slogan and logo are positioned bottom right out of the way so it does not take the viewers attention away from the main image which is the model wearing the clothes

In this picture, the shots has been angled and is now further away getting more of the background in frame, this showcases the event to further emphasise the slogan of high quality clothing and how much attention these clothes will draw because they are so good.The setting has been changed to maintain visual interest as it may have been repetitive, the public setting is more relatable to the target audience as opposed to a closed catwalk where not everyone can go to, more people are present in the public setting, which links to the message of people noticing the brand.The text is very simple and tidy with the logo and slogan at the bottom, this is done so the attention is not detracted from the model and clothes, the text is still made noticeable so audiences know what brand it is that is selling it.