Purposes

1. PURPOSES Harmeet Kaur

2. CAB WISE(POSTER)
Cab wise is a government advertisement, this advert is aimed at people over the age of 16 as they are the ones
most likely to get a cab. It was designed to scare people into not getting cabs they didn’t order by showing a girl
scared out of her skin screaming in a black shady cab.
This product is in poster format. The message communicated through the picture used, the picture is of a girl
screaming and crying in a car, you can just about see the image of the car this is because it has been shaded
out. Not only this but the type face used for the slogan is san-serif and is in capital letters , this makes the title
look more bold and drags a persons attention immediately.
There is also small writing at the bottom of the poster this gives information on where to get help from if needed.
The main point of this poster is the image used, this is because it shows a strong emotion, the emotion on the
girls face is that she is scared you can also relate this to a horror genre.
Another thing that gets the message across is the atmospheres of the poster; the whole poster is dark apart from
the writing, the writing is in white because it stands out a lot on black. The only two thing that glows on the
poster is the girls face and the slogan, this because they are lighter colours then the background used.
The slogan is very large compared to the information given at the bottom. In terms of the page it takes up just
over a quarter making it obvious that it is the main aspect of the poster along with the image of the woman
screaming.

3. CALM: AGAINST LIVING MISERABLY
(WEBSITE)
CALM is Campaign Against Living Miserably, or CALM, is a registered charity based in England. It was
launched in March 2006 as a campaign aimed at bringing the suicide rate down among men. The target
audience is any aged men. The message that they are trying to communicate is help men to stop
suicide.
CALM are Offering support to men in the UK, of any age, who are down or in crisis via our helpline and
website. Challenging a culture that prevents men seeking help when they need it. Lastly they are Pushing
for changes in policy and practice so that suicide is better prevented via partnerships such as The
Alliance of Suicide Prevention Charities.
The structure they have used is a grid method to separate there points apart and pages. They also
have navigation bar at the top of the website, with sub heading of important topics. The main focus of the
campaign website is the slideshow on the home page; the slideshow is has important information or
interesting facts for example the royals join CALM putting male suicide on the agenda.
The typography they use is san- serif, the reasons why they have chosen this typography is because it is
bold and stands out a lot. They have also put important text in red capital letters with a white background
, this makes the text more bold and different from the rest of the text on the page. The colours used on
the website are natural colours, the reason being of this is because it shows how serious the matter is.
CALM values are that they believe that if men felt able to ask for and find help when they need it then
hundreds of male suicides could be prevented. They also believe that there is a cultural barrier
preventing men from seeking help as they are expected to be in control at all times, and failure to be
seen as such equates to weakness and a loss of masculinity.
They are a campaign for all men, not just ‘service users’. They use young men’s peers, their voices and

4. CANCER (ADVERT)
This cancer advert was launched by children with cancer UK. They had launched a new national fundraising appeal
to raise vital funding for there life saving research. In this new appeal they features Louis, who was 19 months old
was diagnosed with cancer. This advert was everyone who was watching it. The message that they were trying
communicate was that they needed help to save young children like Louis from cancer by researching a cure for
cancer , this can be done by giving three pound to them.
This message is created through the atmosphere of the video, in the video you can see Louis playing around in the
hospital at one point and a few seconds later he is crying his eyes out because he is in pain cause of cancer; this
plays with the consumer emotions it makes them feel sympathetic towards Louis. Furthermore the lighting they use
when Louis is crying is dark lighting, this it so show that Louis is In darkness when he is in pain.
The main focus of this advert is Louis, because he is the main character within the video, he the one facing cancer.
The colour scheme they have is pink black and white; this is because it is eye catching. In the middle of the advert
they have a page where it gives information about what the consumer can text to, to give money towards the
children with cancer UK campaign. Where it says ‘save’ it has been put in capital letters, they have used a san-
serif typeface and it is in pink like wise the number to text it to has been put in pink as well; the reason for this is
because they want to make it stand out and they don’t want the consumer to miss this important information.
Furthermore the composition of the text on the white page In the middle of the advert, is that they have put the logo
at the top of the page, they have put the point in the middle, underneath that the website, then in capital letters and
bigger text size what they need to text to the number to fund the campaign, lastly in a smaller size they have