Social Action

Charlotte Shaw

Shelter Photography; there is one main image used that is the focal point of this poster, the fact the his eye level is lowered shows his innocence, and vulnerability, expressing sadness and unhappiness feeling sympathy towards him. the photographer uses a small depth of field to focus on the expression of the child, as you can see that the surroundings are out of focus and blurred. The lighting has been set to give the photograph an erary feel, such as the candle which adds to the mise-en-scene of the poster, and the ideas surrounding homelessness. Fonts; there are two main fonts included in this poster, the first used as the logo of the company, and seen on all there advertising material, which will mean it can be recognized by the public. The second is used for the main part of the text and is in sans serif font that is clear and readable which also catches the eye of the reader. Layout; the format for this poster is clearly set out, with a text box and main image, I feel this layout works well because you can clearly see the text and doesn’t distort or interfere with the image which helps to get the message across. Both the text and images are also well interlinked with what the message is saying ‘no room at the inn’ and the image which relates to this. Text and language; the language is formal as it is used as an informative piece to state the facts and get the points across, by doing this in short snappy sentences helps to get there point across and aiming to get donations. The key ‘donate £3 to help us in our work, simply text ‘home’ to 70007’ is also emphiased by the coloured text box which it is in to get that message across . Colours; there is a clear colour scheme which runs through this advert which helps to make it look professional, using the colours red and black, both very striking colours. Red is used as a colour to empahse a specific point as a text box in the donations box, as apart of the logo and used on the clothing of the model. The fact that they have taken the colour scheme from the original logo, helps to run seamlessly as an advertising campaign which all there other promotional material have in common

When analyzing this poster I will look to take inspiration and look at the likes and dislikes of these poster and what I will look to include in my own promotional material, in terms of the things I would change I would possibly look to use less text or using a larger font to get the message across as I feel that people passing by wont take as much notice to read it, so using as little text as possible as it would work better with a strong image. However I do like the choice of color scheme as I feel it is bold and catchy so combing to striking colors I feel would help me to do so. I also like the layout to this advert to as it is clearly split between text and image which I feel works well at drawing the audience into the advert.

What; this poster is apart of an advertising campaign for the homeless charity shelter. Why; the purpose is to promote this charity so people are aware if they are ever in need and also is a way of asking for donations from the public Where; this poster would be found in magazines that could relate to such issues whether this being topical magazines or as a newspaper insert. It could also be found on on billboard within the city to make people more aware of such as this company as homelessness is found most commonly within the inner city. This could also be found online as many websites and blogs have room for adverts whether this being still or moving.

SASH Photography; as a webpage the images used help to split the text out and makes it more interesting to the reader. These images are mainly amateur as there purpose is mainly photography captures, the moments from fundraisers and campaigns to help promote and press which comes with such a small local charity. The photographs are displayed in a flip card manner to make it more interactive and eye catching. There are also some forms of candid photography and portrait photography which Is used to tell the story of a case study, using a small depth of field to focus on that person where then the surroundings are blurred out. Color scheme; using a green and white color scheme is another color combinations, and from this research have found that most of these charity do this. The color green is there to connote growth, harmony and safety something which can be associated with these homeless charities and the sense of community and support it brings. The green is not only used as a text color but also as backgrounds for some of the text Font; like many of the campaigns the text has been included in a sans serif font which is clear and easy readable for all ages. I also feel that by using that type of font also matches in with other pieces of promotional material working well as a combined campaign. However to emphasis some of the main point boldness has been added helping to emphasis the key points. Text and language; the text which is included uses simple language, and short sentences to get to the point and also adds impact, the use of rhetorical questions also helps to get the reader attention and get them questioning therefore hooking them into the webpage. The text has also been presented in a formal manner which helps to make it look professional and high quality. Layout; it has been presented in a way which splits up the text in to smaller paragraphs, with an equal balance between images and text making it informative yet and visually appealing. There are also links to social networking sites such as Facebook, twitter and you tube which helps connect them with the wider community, especially with this company been a local charity so promoting it an important part of making people aware of this. The homepage also has a slide show effect with 3 running boards. This moving image helps to make it more visually appealing and is a clever way of adding more information without it looking over crowed, Which helps to categories' the information into what is the most important. The logo is also clearly places at the top left of the webpage along with the side bar full of all the other links. The logo helps to reader to understand the company, making it easier to recognize , and works well as an advertising campaign with posters and leaflets too.

What; the purpose of this webpage is to promote and publise the company making them aware of this issue in to society by including case studies, what they do and how others can help. Why; the reason behind this is to inform the public this homeless charity

Street Link Photography; there is one main image within this poster which is used as a background for the advert, as it is in soft focus because it makes the person look more innocent and make the text the focal point of this advert. The lighting used has helped to emphasis the rough sleeper in the photograph which has been set within an underground tube station in a urban location associated with homelessness. Fonts; the text is in a bold sans serif font like most advertising campaigns as it is clear and easy readable from a distance. The same font is used throughout the whole poster which shows continuity and makes it look professional, however towards the bottom of the page there are the logo and links to the supporters and brands which are involved in this company.Colour scheme; this poster uses a mainly monochrome colour scheme, which sets a monotone and depressing outlook which reflects the life of the homeless. However the hint of red which emphasises that point and draws your eye into the poster, the colour red is also a very common colour found in homeless posters such as the shelter poster I analysed earlier. The connotations behind this colour suggest, warning, sense of emergency and danger. The fact that it is used for the text ‘no second night out on the streets’ helps to emphases this and making it the main purpose and focus to this advertising campaign. Text and language; the fact that includes the word millions helps to emphases this problem, and encourages people to donate. As they aren't stating this as fact and showing there belief is a way of grabbing the attention of the reader. They have used short snappy sentences which help to keep the reader interested , as I feel without if the poster had to much text the public wont be as interesting and too informative. They have also made sure that they have included the contact details to get in touch, however this poster doesn’t ask for donations and instead is based on the interest of the public and finding those homeless. Layout; this poster has a set layout with the text to one side and the main image to the other, as you can see the text is also places round the focal point of the image, which also helps to emphasis this point. The ratio between the text and image is also similar as the message is clearly read.

From my analyze of this poster I know have an indication of the things that I like and dislike within this poster and what I can include in my work. Some of which are; I think that the layout of the text and image works well because it falls around the main image as away of drawing the readers attention, as it looks simplistic and professional to the reader which I will look to incorporate in my own work. However, I feel that in terms of color schemes I may look to use a more brighter color scheme because even the red draws your attention into the poster I don’t think that it sends out the right message, as the background to this image seems glum and depressing something which is negatively portrayed so in order to improve upon this using more positive colors till help, at getting that message across.

What; this poster is apart of an advertising campaign for the homeless organisation street link . Why; which looks at supporting those homeless or in a vulnerable situation. And instead of asking for donations they look at finding these people in need with the help of the public, to track these down.Where; this poster would be found in magazines that could relate to such issues whether this being topical magazines or as a newspaper insert. It could also be found on billboards within the city to make people more aware of what this issue and how they can help. This could also be found online in places such as campaigning sites, support groups and social media sites of a way of promoting what they do because if more people are made aware then it helps in getting them off the streets.

Logo Analysis Text; all of the following logos use words associated with homelessness and to counter balance this trying to send a positive message across, giving them a place to stay or turn to for support. Font; all of these logos use a sans serif font, which has been used because of its simplistic nature and which is clear to read for all ages, by using this text also means that the logo isn't misread and can be seen from a far. Some of these also use bold to emphases the point or that specific word. Shelter have associated the word within there logo, by emphasizing the letter ‘h’ into the icon associated with house which I feel is a great way of adapting the text. Simon on the streets also has a clever use of font as this graffiti distressed look links in with the ideas surrounding homelessness. Graphics and layout; these logos all seem to be very streamline and horizontally placed so that it looks professional and high quality. As well as text some of the logo use different symbols and shapes within that may relate to the word or situation and also makes it memorable for the viewer if there is something to symbolise that company. Which I will look to include in my own designs. Colours; from the 5 logos I have picked out they all seem to follow the same colour scheme reds and blacks. The red connotes warning, a sense of danger and alert, which will help to draw the attention of the reader however I feel that that there are some negative representations behind it. The black is also a common colour found in the print industry which is clear and easy to read.

Comparison To conclude I feel that each artefact effectively gets there message across, and use the same principles in which to do so. The images are an important element to any charity campaign helping to set the scene, and is an effect way of drawing the audience in, choosing sympathetic imagery, which has chum and sad scenes especially in posters. However in other artefacts the images display a different message such as the SASH homepage tending to take a different angle and showing this in a more positive and upbeat manner to show the progression they have made, which in effect could mean a better response from the public and are likely to donate. Colour schemes are also an important factor as this as it important to connote and sends out the right message to the public. For example red suggest both positive and negative connation's, showing a sense of urgency and importance, it can also display signs of anger and violence. However is something that is use in many charity campaigns to grab the attention of the reader. SASH however from there previous campaigns rebranded to avoid the colour red which is used in there past logo, however has changed to subtle greens , which connote calm, sense of community and is an inviting colour, and so colours are very important to set the right mood. The types of fonts also seem to be similar no matter what the product, a sans serif font which is clear and easy to understand for all ages as well as font it is also key to make sure you are writing in short snappy sentences especially for poster an example could be stating a fact as this automatically puts this into reality which is hard hitting and a great way of creating impact. Short sentences are always used because as poster will be placed in the streets on billboards and buses, it is important to hook your audience which are most likely to be passer’s by. so enphasing this by using language techniques, such as rhetorical questions alliteration, and facts and figures or simply using a bolder font will help to do so.