The main aim of the ad is to promote the shelter and raise awareness of the issue of homelessness. The faces of the people in the ads are blank and tired, and the red, translucent text over their eyes makes them seem bloodshot which implies that they are stressed. The use of males and females as well as people of different ethnicities, is done to raise awareness about vagrancy and the different circumstances which could be relatable to many people such as tenants who struggle to pay rent and could potentially see themselves getting evicted.
The colour scheme is pastel with dark shadows which contrasts with
the red and white text contrasts with the rest of the poster which makes it
stand out and shows the suffering of the people. The logo of
"Shelter" with the 'h' shaped like a house
The slogan of the Shelter is “We can help”, which clearly portrays
the values of the shelter as being a non-profit charity with the goal of
lending a hand to homeless people. Every poster also has the “Every year we
help thousands of people”, increasing their credibility and making the charity seem
more trustworthy.
The representation of the people in the posters as helpless and
vulnerable plays on the audience’s emotive side, as they are looking at the
camera and it is human nature to help those who are asking for help. The fact
that the people in the photos are not celebrities makes them more relatable to
the general public emphasising that anyone could be in that situation, such as
those they know or themselves in the future and perhaps if people give money to
charity, if they are ever in a similar situation they will also be able to receive
help from a charity.
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