1. Social Action
Charlotte Shaw

2. 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-enscene 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.
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 emphases 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
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 .

3. 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.
. and language; the
Text
text which is included uses
simple language, and
short sentences to get to
the point and also adds
impact, the use of
rhetorical questions
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.
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
Layout; it has been presented in a way which splits up the text in to smaller paragraphs, with
font also matches in with
an equal balance between images and text making it informative yet and visually appealing.
other pieces of promotional
There are also links to social networking sites such as Facebook, twitter and you tube which
material working well as a
helps connect them with the wider community. The homepage also has a slide show effect
combined campaign.
with 3 running boards. This moving image helps to make it more visually appealing and is a
However to emphasis some
clever way of adding more information without it looking over crowed, Which helps to
of the main point boldness
categories' the information into what is the most important. The logo is also clearly places at
has been added helping to
the top left of the webpage along with the side bar full of all the other links, to learn more
emphasis the key points.
into the company.

4. 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.
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.
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
Colour scheme; this poster uses a
reader. They have used short
mainly monochrome colour scheme,
snappy sentences which help to
which sets a monotone and
keep the reader interested , as I
depressing outlook which reflects
feel without if the poster had to
the life of the homeless. However
much text the public wont be as
the hint of red which emphasises
interesting and too informative.
that point and draws your eye into
They have also made sure that they
the poster, the colour red is also a
have included the contact details
very common colour found in
to get in touch, however this poster
homeless posters such as the shelter
doesn’t ask for donations and
poster I analysed earlier. The
instead is based on the interest of
connotations behind this colour
the public and finding those
suggest, warning, sense of
homeless.
emergency and danger. The fact that
Photography; there is one main image within this poster which is used as a
it is used for the text ‘no second night
background for the advert, as it is in soft focus because it makes the person look more out on the streets’ helps to
innocent and make the text the focal point of this advert. The lighting used has
emphases this and making it the
helped to emphasis the rough sleeper in the photograph which has been set within main purpose and focus to this
an underground tube station in a urban location associated with homelessness.
advertising campaign.

10. CONTACT
DETAILS
LOGO &
SLOGAN
TITLE
CONTACT
DETAILS
MAIN IMAGE

11. MAIN IMAGE
LOGO &
SLOGAN
TITLE
CONTACT DETAILS

12. IMAGE 3
IMAGE 3
IMAGE 3
LOGO
TITLE AND SLOGAN AND CONTACT DETAILS

13. IMAGE 3
TITLE AND SLOGAN
IMAGE 2
IMAGE 1
LOGO
CONTACT DETAILS