ADVERTISING CAMPAIGNS

BARNARDO’S

Target audience: Parents, young parents.Representation: Using shocking images to prompt people to donate and help prevent child mistreatment.Campaign message: Not every child is born into a safe environment and Bernardo’s is trying to stop that.

1By including a silver spoon in the mouth of the baby, this represents wealth. However, the spoon has been photo shopped into the baby's mouth to keep with the Advertising Standards Authority (ASA) guidelines.The slogan, “If only every child was born with a silver spoon”, anchors the image. It does this because the image is showing a baby who does have the silver spoon, which as mentioned earlier shows wealth, but the slogan says, “If only…” showing that not every child is born with the privileges.

2There is a drastic change between the first image, and this image. This is so that the shock value of the image will increase. However, there is still a clean and tidy layout, which therefore makes the information and the image separate, as well as making the information easy to access. The colour scheme of this image has white as its dominant colour which has connotations of cold. This then creates a cold, harsh, and unwelcoming environment for the baby in the photograph. This idea of the image being cold and harsh is also reflected in the slogan which has been changes to emphasise the change in imagery.The baby is also shown that it is not being cared for properly, and is being mistreated because the baby’s facial expression shows that it is in pain. This implies that has been born into pain. The idea that the baby has been born into this bad environment is also shown on the bruise on its chest and the chemical bottle that has been photo shopped into its mouth.The bottle has been photo shopped to keep with ASA guidelines, like the spoon in the first image. Finally, the hospital tag signifies links to the slogan.

3This image has a larger shock value as the campaign grows. There is again the factor of the baby looking as though it is in pain, and is living in an unhealthy environment; as well as an unsafe, painful environment. The baby and its surroundings make the baby look disgusting, this is because of the baby's skin colour, which is shown as a gold/yellow colour. However, according to the first image, this would make the child look healthy and cared for. Unfortunately, for this image, it makes the baby look oily and the colour gives connotations of dirt and filth. The cockroach furthers the impression of filth as the animal itself is known as a dirty, disease ridden insect. Here it is crawling out of a baby's mouth. The layout remains the same so not to distract the reader from the main image. It is also easier to access the information.

4In this image, there is an escalation in the shock value of the image. Here, the baby looks thinner, and even more unhealthy than before.The baby looks as though it is in pain, which give connotations of the baby being neglected, and not cared for properly. The needle in the baby's mouth also shows that the baby needs to be better cared for, as it is currently in a very dangerous situation. The skin of the baby also shows that it isn’t being cared for properly because it looks really oily, like the baby hasn’t been cleaned in a long time.Again, a tidy layout is used so that the text in the image does not distract from the main image, however, the text is still easy to access.

TESCO CHEROKEE

Target audience: Middle aged adults looking for comfort.Representation: Models being used in dangerous situations, but the brand is so comfortable that they don’t notice.Campaign message: No matter the situation you will feel comfortable in the Tesco Cherokee line.

1This is an image of a very exaggerated situation; although the model is caught in a bear trap, but she is also very relaxed about it. This shows that the clothing is so comfortable, that regardless of the situation, you will be comfortable.Natural lighting is used, as well as natural colours. This is because the image is taken in a forest. Greens and browns are used a lot in the image, including the brown of the woman's clothing. This advertisement includes a tidy layout, the logo and the slogan are both written in small text, and are in the bottom right corner so that they do not distract from the main image. They're also written in white text on a dark background so that they stand out enough to keep it visible.

2This image is taken in a dangerous, and exaggerated situation. However, it has been photo-shopped to keep with the ASA guidelines, and not affect the models health and safety. Her body language is very relaxed, she is sitting comfortably with her legs in the water and reading a book; this implies that the comfort levels out weigh the danger levels, even though she has sharks around her.Like the previous image, the logo and the slogan, are placed out of the way, however, this time it is written in grey to stand out against the white background. This is part of the tidy layout, because they are not distracting the audience from the main image. The colours of the image include dark blue, and white. These colours, as well as being for the natural image of the sea and sky, are also used in the woman's clothing(white shirt, dark blue skirt).

3This image was taken with a full body long shot, and has been exaggerated with a dangerous situation which has been highlighted by the type of shot. However, calm and relaxed body language is displayed by the model, therefore showing the comfort of the clothing that is being advertised.White is the main colour that has been used in the image. It is used to highlight the height at which the model is falling. The colour white does also act as a blank canvas, and draws out the colours and the textures of the clothing in the image. Tidy layout is being used in the advertisement. This makes it easier to navigate. Also, the logo is written in a dark text to stand out against the white background, and is located in the top right corner so that it is not a distraction from the model.

4This image was taken at a full long shot to highlight the dangerous situation and show the full range of clothing.The exaggeration of the dangerous situation with the model in a relaxed, calm manner, signifies the comfort of the clothes.In the colour scheme, white is the most dominant colour to highlight the height and act as a blank canvas to draw out the colours and the textures. The colours also include green and brown which are natural colours and have connotations of nature.A tidy layout is included which therefore makes it easier to navigate. The logo is written in a dark text to stand out against the white of the background and is located in the top right corner.

TESCO F&F

Target Audience: Middle aged working class women.Representation: The price on the catwalk demonstrates the high quality yet at an affordable price.Campaign Message: You don’t need to pay a fortune to look good.

1For this advertisement, a shallow focus is used with the background and foreground colours to draw attention to the main subject which is the model in the centre.The colour scheme is made up of the colours black, silver, and white. This is because they are the colours used in the dress. The model is on a price tag, which appears to be dangled down onto the catwalk, this highlights, as well as attracts people to the low cost of the dress. The fact that the model is supposedly on a tag, is used to highlight the high quality clothing that is at an affordable price. Contrasting to real catwalk clothing.The model is also looking directly at the camera which is giving a direct address to the audience.A tidy layout is used, both the layout and slogan are in the bottom right corner, not to distract from the main image. The slogan is used to attract people by portraying the clothing range as being beautiful but cheap.

2In this advert, a shallow focused is used like in the previous image, and is used along with the featured colours to draw attention to the main subject of the image which is the price tag. The colour scheme has remained the same featuring the colours black, white, and silver.The fact that the model is placed onto a price tag, it shows that you can be runway ready at affordable prices with the high quality clothing that is featured in the advertisement. This is because the prices have been featured on the price tag.This contrasts again to real catwalk clothing. A tidy layout is used because both the slogan and the logo are in the bottom right corner. The slogan shows people that the clothes are cheap. Shot is angled from a further distance revealing more of the background. Combined with the colour scheme, this creates an image of a theatre/show, further stressing the idea of people noticing you in these clothes.

3In this image, the location has changed, this is now in a more public setting again further emphasising that people are admiring the clothing range.A shallow focus is used along with the lighting and colour scheme to draw attention to the model. Although the location is different, the colour scheme has been consistent throughout the campaign and still includes the colours black, silver, and white. Again to represent the colours on the dress being worn by the model.The model is also using direct address and is looking directly at the camera. This is to create a relationship with the audience and to encourage them to buy the clothes.