ADVERTISING CAMPAIGNS

BARNARDO’S

This image is a drastic change from the first image, as the first image had quite a happy tine to it, whereas this is quite dark and added shock value. This has kept the simple and tidy layout, making it easy to read and access the information so you aren’t looking everywhere for the right information. The colour scheme in this image has made it so that white is the dominant colour. The colour white usually has a connotation of winter, which by many people is seen as very cold, hard and harsh. This relates to the type of environment that this baby is currently living in, which is a very cold and unwelcoming environment. This baby is in poor conditions and not being looked after properly, there is a bottle (full of what appears to be chemicals) being shoved into its mouth. You can see that this baby is being abused and being very poorly looked after mainly because of the very poor conditions it is currently in due to poverty. The bottle in this image has been photo shopped because they’re not allowed to actually show a real picture of a baby in these sort of conditions as that would be breaching the Advertising Standards Agency (ASA) guidelines.You can see that the slogan for this image gives it value and is anchoring this image, it is making people think about the image. The fact that the baby has a hospital tag on signifies some links to the slogan about poverty and the fact that this baby is going to leave this hospital most likely in worse conditions and will not be guaranteed healthcare and safety.You can see that the baby is in pain due to the expression on its face, this is linking to the type of environment this baby has been brought into because of poverty.

This image appears to escalate the shock value even further, a cockroach being shown crawling out of its mouth will bring a lot of shock to many people. In each campaign the shock value is being escalated to really get through to people to show them what it is like being born into poverty. Once again the baby is being shown with a painful expression on its face showing that this baby has also been born into a painful and dangerous environment. You can see quite a dirty, yellowy skin tone signalling that this baby really needs looking after. This baby appears to be very oily and just genuinely looks unwell, it really needs to be cleaned.The colour scheme shows that yellow is the most dominant colour on this picture giving off connotations of dirt and filth representing the very dirty environment that this baby is currently living in. The cockroach that is crawling out of the baby’s mouth also follows the impression of a dirty and just generally unclean environment, cockroaches are associated with filth and uncleanliness. They are filled with disease and they are always found in the most disgusting environments. The cockroach just shows what type of conditions this baby has to live in. This image also sticks to the clean and tidy layout by placing the slogan in the top left corner, keeping the information in a place where it is easy to read and navigate. It keeps your attention drawn to the image.

There has been an escalation in shock value to make the image really affect whoever is viewing it. In this the baby appears to be thinner and comes off as being very unhealthy. It looks as though the baby is not being fed and has just been neglected and left there. This image also keeps with the tidy and simple layout by placing the slogan and brand name away from the main image and in the bottom corner, this way it is easier to access the information.You can see that the dominant colour in this image is white like the second image, this also relates to the hard, cold and harsh environment that this baby has been born into. Once again the baby has the needle photo shopped into its mouth due to the ASA guidelines which doesn’t allow them to actually show a baby in any sort of danger.

TESCO CHEROKEE

This is an image of a model lay down with her foot in a bear trap, whilst at the same time advertising Tesco Cherokee clothing. The model has been placed in an exaggerated situation, she has a very relaxed vibe and doesn’t seem to be bothered by the situation that she is currently in. Her facial expression is very calm and her body language is very relaxed to show that she isn’t acknowledging the fact that her foot is trapped in a bear trap. The situation is very alarming, dangerous and life threatening but because she is wearing Tesco Cherokee’s clothing she couldn’t care less at this moment in time. It shows no matter what situation you’re in, Tesco Cherokee will solve everything and make you completely relaxed without a care in the world. The lighting in the image is natural lighting as she is outside and the lighting in this image is all natural. The dominant colours in this image are brown and green, to relate to the whole theme of nature, they are also quite calm and very natural colours. The slogan and brand name has been located in the bottom right of the image top keep it out of the way of the main subject and as to not draw any of the audience’s attention away from the main subject. The slogan and brand name have been coloured white so they can easily stand out from the darker colours surrounding it. The slogan and brand name needs to stand out because people need to know what is being advertised in the image. This keeps the layout nice and tidy which is what the company is going for.

This image shows a model sat on a platform in the middle of the ocean. Once again the model has been placed in an exaggerated situation to try and increase the shock value and catch more of the audience’s attention. However, the model is once again shown in a very relaxed state, this is to try and show off the quality of the clothing and show that it is so relaxing you won’t even care if you’re surrounded by sharks. She is just very calmly reading a book without acknowledging the fact that she is on a platform in the middle of the ocean surrounded by sharks. This is to try and show the audience that this clothing is amazing and literally has the ability to make you completely oblivious top everything that is able to stress you out or harm you. It’s like the dream clothing brand for middle aged adults, it takes away stress and will keep you relaxed which is what most middle aged adults look for. The lighting in the image is supposedly artificial as she is most likely in some sort of studio and has been photo shopped to look like she is in the ocean. However, the lighting can also be natural as the setting is outside. The colour scheme is mainly dominated by the colours blue and white, the blue however, is very pale as it is the middle of the ocean.

This is a full body long shot which is so you can clearly see the clothing that the model is wearing as that is what this image is trying to advertise and sell. The model has been placed in a dangerous situation but seems to appear very calm in their body language and facial expression. This is because the type of clothing they’re wearing is supposedly very relaxing. The model has been photo-shopped into this dangerous situation so the advertising campaign can keep within the ASA guidelines otherwise they would not be able to advertise this campaign. The brand of clothing is trying to show that it is so comfortable, that it will keep you relaxed in any situation and environment. The colour scheme has a dominant colour of white to show a sense of relaxation. It also helps to show the actual distance of the image, which gives you a better perspective on how high up he actually is yet he still doesn’t seem to be showing an actual care in the world. This is because of the clothing he is wearing, showing the target audience that it really does not matter what situation you are in these clothes will keep you relaxed and care free. It tries to increase the shock value in each image, placing the model in more exaggerated and dangerous situations in each image, each one of them surely leading to death. The slogan and logo have been placed in the top right which is away from the rest of the image and it is kind of hiding in the corner, this is so that it doesn’t draw away any of the main subject’s attention. However, it has been coloured with a darkish grey to make it stand out from the background but not stand out so much that it is distracting.

This image shows the model holding on to the branch of a tree with one hand whilst also being a few hundred feet in the air. This model has once again been placed in an exaggerated situation and is wearing Tesco Cherokee’s clothing so the model does not appear to be bothered at all by the whole situation. This image tries to create a dangerous but relaxing atmosphere because the whole holding on to a branch with one hand can be quite intense and it’s a matter of life or death however, the model is wearing very relaxing clothes and has a very calm attitude so when you look at the image you kind of get shocked at first. You see what she is doing and it kind of shocks you but then because of her attitude and body language you start to feel fairly relaxed with her and don’t actually notice the amount of danger that the model is in. Of course the model has been photo shopped into this position so then they can keep the image within the ASA guidelines otherwise they would most likely receive many requests to take the image down and the ASA would most likely take it down. The colour scheme for this image is very nature-like and has quite a peaceful yet cold feeling to it. The dominant colours are green and white, the white represents coldness and relaxation as white is blank and has nothing there it could represent the fact that the model has no cares in the world for the position she is in. the green represents nature and calmness. Both colours represent calmness to give this image that whole calm feeling and to show she doesn’t care. The slogan and logo have been placed in the top right corner, there is just a sort of blank canvas in the top right so it is an easy position for the slogan and logo there's a lot of space and it easily noticeable with the dark grey colouring for it and it also doesn’t distract you from the main image.

TESCO F&F

This image is showing a model advertising a clothing brand Fro Tesco FNF. This image uses a shallow focus as everything on the woman is in focus since she is the main subject in the image. You can see that the main subject is attached to a price tag as that is what they’re trying to sell, the fact that the price is being shown means that it will more than likely attract people’s attention. The price tag is photo shopped into the image, it has been placed into a certain position which makes it seem as though the model is actually walking across the catwalk. They are showing off the clothes using catwalk models, this gives the impression that the quality of these clothes is very high ands valuable as they’re good enough to be worn by high profile models. The clothing is being shown as very affordable and fairly cheap for such high quality clothing, this makes it appeal to more people as the prices aren’t very high so more people are able to afford it. This makes it so they’re actually able to sell their clothes. The colour scheme in the image is very monochrome as the main colour is just grey with a lot of shades of black and white, this is so they can bring more attention to the main subject and kind of keep the background out of the spotlight of the image. The layout for the image is very simple and tidy, slogan and logo are tucked away in the corner so they don’t take any of the attention away from the main subject.

This is once again another image of a model on a catwalk advertising Tesco FNF clothing. You can see that this image ahs been shot on an angle, showing a very different view of the catwalk. You can see that the lighting in this image is very focused on the catwalk which is where the main subject is positioned. This creates quite a black background so all the attention isn’t taken away from the main subject. The colour scheme for this image appears to be once again very basic and monochrome, it wants all the focus to be on the model and the clothing, it wants the setting to look and feel real. You can work out that the target audience fro this clothing is mainly Middle aged, working class women. This model is also made to look like she is on a price tag so the audience can clearly see the price fro this clothing. The layout is very simple and tidy with everything being placed in the corner so all the attention is still on the main subject.

This is the last image of the models for Tesco FNF. For this image the first thing you notice is that the location has been changed from the previous images. You can see that it is in a much more public place so there is noticeably more people standing around in the image. You can see that the lighting is a lot more dimmer than the previous images, the lighting is very dull and the only piece of lighting in the image is just mainly being focused onto the main subject still as that is what this campaign needs to advertise. The colour scheme is once again very basic as to not draw attention away from the catwalk, the only colours present are grey, white and black and a very dull blue, since these are not very eye catching and will not attract people’s attention. The layout is still keeping to that every clean, simple and tidy layout making sure it isn’t distracting but is yet still slightly noticeable so you can see who is advertising the clothing. The model is looking straight at the camera, as to try and create a relationship with the audience, this is because people won’t necessarily be interested in something that isn’t interested in them. The model is made to look directly at the camera so then it creates this sort of connection with the audience on a level which makes them more interested in their clothing. A recurring theme in these images is that the clothing is cheap yet high quality.