advertising campaigns

ADVERTISING CAMPAIGNS

BARNARDO’S

In this image, you can see that the baby is calm and in utter peace. The text of this first poster is different to the other three in the campaign. In this image, the atmosphere is completely bright, calm and peaceful which makes it stand out and output a completely different feel compared to the other images in this campaign. The yellow, golden look gives the audience a sense of relief and hope in comparison to the others.

In the image, the baby has a spoon in its mouth is one of the main points of this entire campaign. However, in the other images you can see that the other babies have unsafe and unhealthy things in their mouths. This photo tells the audience that this baby is fine and safe, which is what the campaigns goal is for every other baby in the world.

The slogan for this particular image says:“If only every child was born with a silver spoon”The use of the slogan change emphasises that the situation is calm and fine compared to the rest of the images which maintain the slogan which says:“There are no spoons for children born into poverty”

The spoon in the image has been placed in digitally using a program called Photoshop. This was done because it would have been against the Advertising Standards Authority. (ASA) guidelines and regulations.

Even though spoons are not as dangerous as a bottle of chemicals or a cockroach, it still would be violating the ASA’s guidelines and regulations.

This image has a drastic change of atmosphere and feel compared to the first one, as in this image there is shock value due to the imagery used within this picture.

The image also shares a clean, simple, and tidy layout which is the same as the first image as it is easy to read and access, and so that the message of the campaign does not detract from the image.

The colour scheme uses white as its dominant colour – which can be linked to coldness and harshness, which represents the atmosphere and environment the baby is being brought up in. The white colour also gives the image an unwelcoming feeling due to the emotions and feelings it represents.

The slogan has also changed in this image to emphasise the change of imagery compared to the first picture. In the first picture, the slogan was hopeful and warm – but in this picture however it is drastic and certain with what it is saying.

The bottle in the image has been placed in digitally using a program called Photoshop. This was done because it would have been against the Advertising Standards Authority. (ASA) guidelines and regulations. Barnardos would not be able to use an actual chemical bottle as this would be against the regulations.

In this image the atmosphere is marginally different in comparison to the second image. The image uses shock value in order to capture the attention of the audience, and they achieve this immediately with the cockroach in the babies mouth.

In the three images that contain the slogan ‘There are no silver spoons for children born into poverty’ all of the babies in the pictures display a painful expression. This is Barnardo’s attempt of getting their point across in their campaign. The slogan change and the overall atmospheric changes in the images also represent this.

The colour scheme of this image has a yellow/orange feel to it which shares similarities with things like dirt and filth, which represents an unhealthy environment. The combination of the cockroach and colour scheme create an unsettling image for the viewer, also shocking them, giving them reason to read and help with the campaign.

The baby carries an orange glow which gives the baby a greasy and oily look, which further implies that the baby is in a bad place and needs help. It also shares the dirt and filth effect which the colour scheme helps achieve.

The poster contains the same layout as the other images so that it does not detract from the image, but so that it is easy for the reader to access all of the information.

The cockroach was photoshopped in the image as it would go against the ASA’s guidelines if it was not.

This image shares properties with the other images in the campaign, but combines the other two pictures’ atmospheres together.

This picture shares a similar colour scheme to the second image, as this picture is also basked in white – being the dominant colour of the image. As explained in the second, the colour white can be associated with things such as harshness and coldness, which is not a safe or good environment for a baby to grow up in.

The layout of this image is again the same as other images so that it does detract from the image, and makes the information on the poster more accessible.

The needle was photoshopped into the baby’s mouth, as everything else in this pictures, as if it wasn’t photoshopped – it would be going against the ASA’s guidelines and regulations.

The baby shares a painful and sad expression, as this is the main theme of the campaign and gives the reader a reason to read the text to find out how to potentially save babies in a similar situation to the one in the image.

TESCO CHEROKEE

This image is a full shot, which includes the womans full body. The womans full body is in this image because the advertisement is about clothes, and the clothes are the main focus of the advertising campaign.

The model in this looks completely calm and relaxed, which is a theme that runs throughout the Cherokee campaign. This use of a calm and relaxed look make it so that model looks completely fine with the situation that she is in – for this instance, being caught within a bear trap.

In this campaign, each model has been put in a situation which is life-threatening and dangerous to show that the clothes they are trying to sell are relaxing and comforting, which is a good selling point for clothing.

The colour scheme for the image is shrouded with brown and hints of green. The brown can be seen on the floor, and on the bark of the trees. It also blends in with the actual outfit the model is wearing. The green on the leaves help eleviate the image from being bland and give it a extra hint of life so the image does not instantly be seen as boring.

The image has clearly been manipulated with Photoshop as if it wasn’t, it would be violating the ASA’S guidelines and regulations.

This image is a full shot as you can see the full body of the woman in the photo. This because the clothes are the main selling point of the advert and must be shown to reach the attention of the audience.

Like the rest of the images in the campaign, the model looks completely calm and relaxed which is the recurring theme within this campaign. The model looks completely calm and fine with the situation, with this particular scenario being within shark infested waters.

In this campaign, each model has been put in a situation which is life-threatening and dangerous to show that the clothes they are trying to sell are relaxing and comforting, which is a good selling point for clothing.

The colour scheme for this image consists of a heavy use of a washed out grey/white palette. The grey and white colours can be seen on almost every inch of the image, apart from the actual models clothes which stand out in the centre frame of the image.


Similar to the other images, this image is a full shot, which includes the mans full body. The mans full body is in this image because the advertisement is about clothes, and the clothes are the main focus of the advertising campaign.

The model looks calm and relaxed which represents that the clothes that he is wearing make him feel relaxed and safe no matter what situation he is in.

The model has been placed in a dangerous situation to help highlight this point and get the point across that Cherokee’s clothing line is foremost relaxing and comforting.

The colour scheme of the image complies of a few shades of green on the lower half of the image, but on the top half, it consists of the pure white sky and the model with his grey look. The white colour is used to make the model stand out as if there was a mix of rainbow colours in the background, it would detract the focus and emphasis on the model and what he is wearing.


Just like all the other images in the campaign, it uses a full body shot so that the model can fit in the picture perfectly. The woman’s full body is in the image because the main purpose of the campaign is to sell the Cherokee clothing line to people.

Similar to the other three images, the woman in this image appears calm and relaxed which is the main theme Tesco Cherokee is going for. This calm and relaxed represent that if you wear these clothes, you’ll feel comfortable and relaxed at all times.

The colour scheme of this image consist of a heavy white sky, a slightly beige on the left side of the screen and a soft green in the background of the image. With this mix of colours, it makes the image interesting and also helps the model stand out as she is wearing a completely black outfit with a pure white top which helps grab the audiences attention.


TESCO F&F

In this image, you can clearly see that model is not actually on the catwalk, but has been cleverly placed using photo manipulation software. She has been placed on a price tag to not only to highlight the low and affordable price, which is the overall main focus of this campaign, but she has also been placed like so on the catwalk to attract people to the image.

The colour scheme in this image is a heavy mix of crème with a mix of darker colours in the background in order to make the foreground stand out more to the audience. The colour scheme for this image is monochrome

The model being placed on a catwalk shows the audience that despite the low affordable price, it is good enough quality to actually be worn to a photoshoot or modelling situation. The mix of the price tag being dangled upon the catwalk shows the audience that even with the cheap price of the outfit, it is still good quality.

The layout for this advert is simple and tidy so that it does not detract from the main focus of the campaign.

Direct address is also used in this image to create a relationship with the audience, in an attempt to encourage them to buy the clothes.

The campaign message for Tesco F&F is that you do not need to pay a lot of money to look good.

Similar to the first image, you can clearly see that model is not actually on the catwalk, but has been cleverly placed using photo manipulation software. She has been placed on a price tag to not only to highlight the low and affordable price, which is the overall main focus of this campaign, but she has also been placed like so on the catwalk to attract people to the image.

The colour scheme for the image is also very similar to the first image which helps keep the overall focus of the campaign.The colour scheme in this image is a heavy mix of crème with a mix of darker colours in the background in order to make the foreground stand out more to the audience. The dress is also a dark grey colour which helps make the dress stand out compared to the rest of the image. The colour scheme for this image is monochrome.


The lighting in this particular image is used to frame the image to help maintain focus on the model.


Just like the other two images, you can clearly see that model is not actually on the catwalk, but has been cleverly placed using photo manipulation software. She has been placed on a price tag to not only to highlight the low and affordable price, which is the overall main focus of this campaign, but she has also been placed like so on the catwalk to attract people to the image.

The colour scheme for the image is also very similar to the other two images which helps keep the overall focus of the campaign.The colour scheme in this image is a heavy mix of crème with a mix of darker colours in the background in order to make the foreground stand out more to the audience. The colour scheme for this image is monochrome.


The lighting in this image appears to be more toned down which gives the image a more crisp and defined look which makes the dress stand out in the image.


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