The Shelter advertisement's background while consisting of a small amount of
the page is entirely dark and blends into the model's face. This is useful for
focusing on the model's face instead of any other possible background objects.
The background is left entirely empty of any important facts or information,
this represents the advert as intently focused on the meaning of the advert as
well as a serious topic. The black of the background represents the advert as
serious and bold rather than light, pastel colours the dark black and the
font's predominant red contrasts to present a serious topic.
The model has been taken at an extreme close up of their face, they do not
focus on the camera which represents the fact that there is no posturing and
that this is a serious matter and does not need the stereotypical posturing of
product advertisements. The image seems to present the advert as invasive and
private to the model despite the fact that millions of people have come to face
the same problems, this links to the fact that many people are struggling to
find homes or they cannot find a voice to ask for help. The dark background
helps to further this representation as it leaves no room for one to focus on
anything else.
The font used in the advert contrast in colours. The red follows the brand
identity of Shelter as a red logo and the most important information is
coloured red. The font is located around the face of the model and areas where
there is not much distraction such as the hair or lips. The overlay of the 'I
CAN'T FACE IT' links to how the advert seems to be invading on the models
thoughts and concerns, as well as being coloured red which represents alarm or
danger; many people in need of help find their lives in danger when faced with
these problems.
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