Charity shelter campaign

Campaigns make your feel

• Sad
• Guilty
• Tug on the heart strings
• Grateful
• Considerate

Target audience is A, B and C demographics who are usually settled and 25+.

Children are often used because they are innocent, have no regrets and do not deserve to suffer.

Techniques used:

• vulnerable, innocent humans.
• People whose rights are neglected.

George Gerbner- Desensitisation

• We are being cultivated.
• We do not realise the issues because we have become immune.

Mean world syndrome

• Emotional shutdown.
• Issues normalised/accepted in society.
• Humanised to human brutality.
• Losing empathy.
• Heavy exposure to violence in media numbs us.
• We have a wet appetite for wanting to see violence.
• Children are exposed o 5 scenes of violence a day.
• 5% addicted to violence.
• Accepting violence is normal.
• Storytelling driven by marketing- less caring.

Shelter

• Thousands of people loose their homes because of relationship breakdown.
• 2 minutes, someone faces loosing their home.
• 1million come for advice and support.
• Shelter helps people find homes and keep them and finds the root to their problems.

Shelter 2011 campaign

• Founded in 1966 in London.
• campaign launch0 poster ads, Facebook and mobile messaging.
• Poster campaign launched in 4 towns for 6 weeks.
• Adverts directed by ken Loach.
• Adverts want to shock and stand out without gimmicks.
• Wanted people to empathise with real people.
• Posters use direct mode of address.
• 1 in every 200 people in UK are homeless.
• Over 300,000 homeless in Britain.

Charities should include:

• Phone number/website.
• Tag line/ slogan.
• Rhetorical question.
• People/ children/ animals.
• Vulnerability.
• Reality.
• Direct mode of address,
• Price of donation.
• Company facts/ stats.
• Celebrity promotion.

News values

Gatekeeping:

A term which applied to the editing and filtering process where decisions are made to let some information 'pass through' to the receiver (audience) and other information's remained barred.


News values:

• Galtung and Ruge theory- In 1965, they analysed international news stories to find out what kind of storied came top of the news' 'agenda'. Their findings helped them create a list of 'news values':
• Threshold: The bigger the impact and reach of the story.
• Unexpectedness: An event that is a shock or out of the ordinary.
• Negativity: Bad news is more interesting. If it bleeds, it leads.
• Elite personal/places: Stories about important people and powerful nations.
• Unambiguous: Straight forward and easy to write about.
• Personalisation: Stories that include human interest- 'real' people.
• Proximity: Stories that are closer to home are more likely to be included.
• Continuity/currency: Stories that are already in the news continue to run and are updated.  

Semiotics

Denotations:

• Two people dancing.
• Formal clothing.
• Bold font.
• Stars in the distance.
• Old-time poster.
• Elegant limbs.
• Glowing rim around the two people.

Connotations:

• The physical act of dancing presents a relationship between the two people.
• Fake stars and chipped edges on the poster show that it is old which could mean the film is perhaps set in a later era or makes references to one.
• The bold title 'La La Land' Creates a happy atmosphere for the film.
• The act of dancing could hint that the film is a musical.
• The caption within the poster stating 'Here's to the fools who dream' suggests that the film may not be as happy as it seems. That a story with obstacles must unfold.
• The glowing rim around the two people suggest they have a true connection and makes them look almost heavenly like. This could mean they share divine love.
• Due to the set scene of a starry night, the two people are insinuated to be a main part of the film along with the struggles they may face alone.