To bring home the truth of what’s really happening to people without homes, they mostly take a serious feel of approach to advertising.
“Each advert depicts an ordinary person in distress because they are facing a serious crisis, such as sudden job loss or mounting debt. They carry a headline which shares the desperation the person is feeling. The aim is for the combined impact of the headline and image to tap into the concerns of the people experiencing these problems, driving them to seek advice on Shelter’s website.”
This advert is very powerful, the facial expressions are blank and sorrowful; and through the typography their eyes are deep. They all happen to have large brown eyes that are dark and striking. I am a believer that eyes can say so many things, and are a giveaway when it comes to emotions. It’s that eye contact that makes the connection between viewer and the poster. Just using faces with bold red text, is their way of making an imprint in the mind of the viewer. We see so much advertising on a daily basis, that the goal when campaigning is to leave a mark on the viewer; to effectively stand out from the rest which is even more important with charity advertising.
