Shelter Advert Analysis

How is media language used in the shelter advert?

Refer to the social, political and cultural context (15 marks)

 

Shelter is a charity targeted at individuals with vulnerable housing. The adverts encourage people to seek help from the organisation and not live in the fear of losing their home.  The organisation offers advice to those who are in the fear of losing their homes, are in debt or having to deal with difficult landlords. The Shelter advert uses various elements of media language for example imagery, text and political context to construct meanings about the issue of housing.

The first aspect of media language used in the shelter advert is imagery. The advert comprises of three images showing a close up of three individuals, allowing their facial expressions to be clearly read, which present misery, stress and nervousness. It can be argued that these individuals represent those who are facing financial and housing issues. We see two females and one male, who look middle aged connoting how the issue of homelessness could affect any age or gender. However, the three individuals seem white Middleclass, hence the advert lacks in racial diversity, making it difficult for a non-white person to relate to. The black background connotes a sense of emptiness and loss which may reflect the feelings of the individuals featured. The use of eye level angels, directly address the audiences and establish the connection of us being in this together. The colour scheme is black and red, black portraying the dark emotions of the people at risk e.g. anxiety. Red being a colour of danger and fear, is perhaps a warning sign for audiences to seek help from the organisation and avoid experiencing a difficult situation.

The second aspect media language used in the advert is its text. There are three large headlines written in a transparent red, reading ‘But where will we live’, ‘He can’t do that’ and ‘I can’t face it’. The statements are simple and clear making them relatable to the ordinary person, establishing a connection between the organisation and audiences. They offer a contrast to the idea of individuals complicating financial and housing issues. The use of red for the text is significant as it symbolises blood which is vital in the human body, implying the intensity of financial and housing issues in people’s everyday lives. However, the red is in a transparent texture, connoting how the problem does not have to be permanent and can be dealt with. The phrases below add depth to the headline at top and all end with ‘We can help’ assuring individuals that shelter is there for support in any situation. At the bottom right hand corner the logo of the organisation is recognisable establishing brand identity. The red search box at the bottom centre of the page encourages individuals to seek help as it is just a click away.

The final aspect of media language associated with the advert is its cultural and political context. The shelter adverts were released in 2011 as a result of the government’s spending budget in 2010. It was decided that there will be 60% plus cut in the social housing budget leading to house rent becoming unaffordable for people and homelessness increasing. The Shelter adverts are thus a criticism of the government’s failure to deal with the housing crisis, which effected millions across the UK. The organisation’s mission is to exist to defend people’s right to a safe home, so that no family has to suffer and live in the fear of being homeless.