Advertising Question

Explain how representations in adverts are constructed to promote the product. 

Shelter

Shelter has decided to use different ethnicities so that they can represent all people and to show that anyone can potentially be homeless. Also the faces that they have used in their adverts are of sad emotions, to show that homelessness is life changing and is also a miserable time in anyone's life. The people that they used for the advert do not look like the stereotypical homeless person, so it reinforces this idea that anyone can become homeless.  

They have used a lot of text compared to the other adverts. The main text is bold and red to try and grab the audience's attention to their main statement, which makes them think about homelessness and how it can affect anyone. The colour red also has connotations to danger, which is suitable for such a life changing thing such as homelessness. But, it especially works well as it exaggerates the pale faces of the people behind it.

The text at the bottom of the advert are mostly different on each of the posters. The objective of this text is to get the reader to donate to Shelter to help the homelessness but it also describes a few simple ways in which people can become homeless. This gets the audience thinking about how easily they could be in situation like the people on the poster, by doing this it gets them to sympathise for the people in need and therefore persuades them to donate to Shelter. At the bottom of the page they feature a number in which you can text to donate £5.

Lucozade
Lucozade have chosen to use a Gareth Bale, a world renown football icon, to represent their drink. By using a celebrity recognizable to most people, Lucozade are able to appeal their product to sports, or more specifically, football fans. They probably chose Gareth Bale too, due to his masculine features which some people may aspire to have and may encourage them to buy the drink.

This, along with the small text boxes they use, such as 'IN A DIFFERENT LEAGUE' and 'SCIENTIFICALLY PROVEN', help to persuade the audience to buy the drink, as Lucozade have made the impression that it will improve your sporting ability. They also feature a small text box in the top with Gareth Bale's details, which adds to the scientific approach they took to this advert. They also decided to use a small, but positive text box in the bottom left, which simply says, 'yes' with their logo in small lettering above. This has been used to try and help convince the audience to buy their product, because it can be seen as a response to the questions the audience might have, like 'Is it really worth it?'.   

Because Lucozade made this advert for a specific product, their sports drink, they featured it in the bottom right corner. The bottle has a blue and yellow theme, which they have decided to use for the whole advert. This theme is simple and bright, but still effective as it grabs the audience's attention.