Advertising Question

Explain how representations in adverts are constructed to promote the product. Choose two of the adverts you have studied. 

One of the adverts we have studied was 'Shelter's poster' which can be closely analysed to identify different constructions used in order to promote the well known charity. To begin, one of the representations employed in the advert is displaying 3 different faces, this emphasises the normality it it is for people to feel perhaps upset and scared (shown through the individuals blank faces)- this way of advertisement may evoke people to have a social conscience and believe in collective responsibility. There is soft lighting used to make their faces clearer and highlight there expressions, the background has also been made black to emphasise their faces. 

Shelter has purposely chosen 3 completely different individuals with different ethnic backgrounds to convey the message that anyone can be in the situation of loosing their home and being left on the streets- they are all in the same situation. This images appear to be very real and raw with the close up and in depth shots (creates a closeness to the audience). The advertisement uses a specific font to continue the theme of awareness, the translucent fade of red makes it hard to read which could have linked connotations with the overall theme of homelessness, referencing how it is often hidden and overlooked through society. Unlike other adverts which which are discussing the same issue, Shelter is breaking away from the common stereotypical elements regarding homelessness, for instance, people commonly imagine individuals who are homeless to look or dress a certain way... 'Shelter' demonstrates this this is not always the case by specifically choosing just the models faces to allow them to be perceived as 'regular' people from a viewers perspective. By the advert not following the structure of a regular campaign, it promotes it to be more effective. 

The second advert we have studied is 'Lucozade', which presents the popular range of sports and energy drinks. the advert is cleverly constructed in order to promote the product to their ideal target audience (focuses on individuals who play sports). This is why the main focus of the advert is surrounding the extremely successful, popular and influential sports figure Gareth Bale as the face of their advertisement (celebrity promotion). The language choice could be identified as significant due to the fact it states 'in a different league'... this could be seen as refrences to both the drinks popularity and the elements to football itself.  The font is simple, bold and easily to read which matches well with the eye catching colour scheme. The bright blue background and yellow print reflects the colours of the drink itself.