Advertising & Marketing (Shelter)

Shelter-

Shelter helps people in housing need by providing advice and practical assistance, and fights for better investment in housing and for laws and policies to improve the lives of homeless and badly housed people.

Financial Information-

• Total incoming resources: £60,902,000
• Total expenditure: £62,874,000
• Fundraising costs: £18,852,000
• Total cost of charitable activities: £44,022,000

Sources of funding-

• Donations and legacies 54%
• Housing advice and support services 29%
• Shelter shops 14%
• Training and publications 2%
• Other 2%

Homelessness in
UK- 320,000    1/201
London- 170,000
Half of the homeless people live in London

How much it's increased?
Last Decade- Gone up by 100% ( doubled)


Affordable Homes
Housing Crisis
Austerity
Domestic Abuse
Mental Health

Shows how we take advantage of what we have and that we are lucky, the persuasive statements are the writing in red because they want you to read that first and it will entice you to read the rest of it and feel sympathy for them, makes you realise things. There is one rhetorical question which is 'Bu where will we live' and the rest are statements. The fear is that it can happen to anyone.

Viewpoints and ideologies-
'A home for Everyone' campaign, the advert reinforces a viewpoint that social inequality has injustice and that the people in position of wealth and social power have a duty to help whereas those who don't. The advert supports a social, liberal view with the idea that we have a social duty to help each other.
It reinforces the ideological values of individualism by suggesting that every individual has the right to self fufilment and a better life including those who have less than others.
This value is reinforced through the ideology of consumerism by using the advert form, which is relied on by the consumption of messages and values to create empathy and persuade the audience to donate.


Audience response and interpretation-
The preferred reading of the advert is that homelessness can happen to anyone for a number of different reasons, An additional preferred meaning suggests that we should feel empathy and responsibiltiy for helping others who are less fortunate than ourselves, the audience response to the advert and the interpretation of it wll depend on the demographic and experience of the audience. In particular it will depend on their views towards charity and how they represent to the representations constructed.


Study tip-


Middle class woman- They may respond to the preferred meaning as quite negotiated as in the middle class you have enough money to care for yourself and your family but sometimes it might be tight, so I put her as negotiated because some months she could donate to the charity when they have enough for themselves to get through and when money is quite tight to not donate so its a couple of months donate a couple of months not.