Look carefully at Source A. Compare the way that the advert uses media language to engage its target audience with one of the three adverts that you have studied.
In your answer you must:
- Compare how media language is used to apply advertising elements aimed at the target audience.
- Evaluate the effectiveness of the use of media language across both adverts.
NB: YOU ARE ALLOWED TO COMPARE MAINSTREAM WITH CHARITY UNLESS THE QUESTION SPECIFICALLY STIPULATES OTHERSWISE
Non-commercial advertising uses media language to raise awareness of issues, build up brand identity, reassure
existing supporters and persuade new supporters to donate. These features are
present in both adverts.
Both capture attention (AIDA Model) using direct mode of address. The ECUs
used in the Shelter adverts feel (almost literally) in your face, engaging the target audience, but also encoding connotations of claustrophobia and a
preferred reading of imprisonment, which is reinforced by the vignette effect. The Life
Charitable Trust (LCT) advert also constructs connotations of imprisonment; the mise en scene of the barbed wire fence encodes the preferred reading that the child is literally imprisoned. The Shelter advert, positions the audience to empathise with the adult representations. The typography is sans serif to connote
seriousness, and translucent to encode the preferred reading that these are the inner
thoughts of the people being represented. In addition to encoding a preferred reading that elicits sympathy from donators, this anchoring text also positions potential users of the charity to empathise with the plight of those represented and to see Shelter as a source of relief. LCT, positions existing and new donators to sympathise with
the child and to aid with a donation. The image of the child is highly emotive
and the text inside the pill shaped graphic uses imperative language telling
the audience to “gift education to a CHILD.” This is also sans serif, connoting seriousness, but the word child is much larger than the rest, encoding the vulnerability of the recipients of the charity. The pill shaped graphic may have a preferred reading of the donation being medicinal, a very positive
connotation.
Both advertisements use colours and language effectively to establish/reinforce
brand identity and to reassure old/capture new donators. Shelter uses the
familiar red colour scheme to anchor brand associations (connotations of danger
and emergency). However, other anchoring text is clear and white. This may be to stand out, but may connote purity, promoting positive brand associations. The language is very positive; the repeated, simple and monosyllabic, “We
can help,” reinforces the preferred reading that users will
receive help, and reassures existing donators/encourages new donators that
their donation will be effective. This preferred reading is further reinforced by the reassurance
that Shelter helps ‘thousands’ of people in similar situations. Two of the
strips contain a very simple method of donation, a call to
action for potential donators. LCT, also uses the turquoise and grey colours associated with its brand in
order to promote positive associations. The graphic of the pill connotes the preferred reading that the organisation is curative. The language used is also very
positive and direct. The imperative ‘raise your voice’ anchors the preferred reading that
the audience must take a socio-political stand against the situation, and highly
emotive language like ‘trapped in the clutches’ and ‘social evil,’ helps to position donators as crusaders for good, reassuring current and encouraging new donators. At the base of the
page, the advertisement, like Shelter offers a call to action for the audience
to access the organisation, and presents a plethora of possible ways to donate.
This will encourage donators to take advantage of one of these platforms.
500 WORDS
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