Shelter Print Advertisement

Colour: 

• There is a repetitive and predominant use of red within this advertisement. This is mainly because it is the brand colour, clear depicted within the Shelter logo at the bottom right corner of each section of this advertisement. As well as this,  red known to be the most eye-catching colour, and it also has connotations of anger, blood and love. It is used as the font colour to help catch the audiences attention. 

Endorsement:

• None of the 3 people used within this advert have a celebrity status. This could then lead on to an inference that the copy upon their faces may lead to actual circumstances they have experienced. They are all middle-aged adults, and there is a lack of positive expression upon their faces. This may effect the viewer, and encourage them to feel remorse, thus, donating to the charity. 

Camera shot/Visual narrative: 

• The 3 portraits are taken as a close up, where the person has a direct gaze at the audience. Their faces have been lit only from the front, to create a dramatic exposure to the centre of the face. A vignette has clearly been added to contrast the persons face and push our view  away from the outside of the text. 

Copy: 

• The main copy, which can be seen layered in a red, bold text upon the 3 people's faces is supposedly something they have said. This relates back to the idea that these may not be models, the maybe people who have been in unfortunate circumstances and have benefitted from Shelter's organisation. 
• Beneath the 3 people are a much smaller copy. The font is white this time, it still stands out, but it will require the audience to engage with the advertisement for a longer period of time to read it. This copy changes between the 3 individuals and can be interpreted clearly to relate back to the large, red copy which is written upon the person's faces. 
• The copy between the 3 sections is repeated or of a very similar structure, this helps encourage the viewer to offer their support, because no matter which area of the advertisement they are looking at, they will always be lead to where the information is on how to donate.