'Good as Gold' Shelter advert

The campaign focuses on a young girl who seems to be practicing conventional acts of "Christmas kindness" however the advert adds a statistic and its use of emotive language as '131,000' children wish for a home at Christmas, shelter is also known for being very factual. Shelter also plays on the idea of young, white girls being vulnerable, and also mums with babies as they are who are presented as homeless in this advert, this evokes feelings of sympathy and empathy.

 Using this stereotype highlights the need for social responsibility, to raise awareness, it also makes their audience think about who could be affected by homelessness using the same girl in multiple different situations, a child on a bus, in the shops, a neighbour, a student, it raises a sense of compassion, responsibility and guilt. The use of strongly emotive and disturbing scenes place an expectation on the audience that if they are able they should be trying to help, it emphasises donating as an altruistic social behaviour. 

shelter began in the 1960's,to alleviate the stress of bad housing and homelessness, it was inspired by a BBC programme called 'Cathy come home' at the time the housing crisis was not well known but, now these adverts truly reflect the zeitgeist as anyone can be impacted by homelessness or rogue landlords which these adverts pay on as the make anyone feel they can be impacted.

The use of the sans serif font at the end of the advert evokes a sense of urgency, which reflects the house style and message of shelter. The red and black typography colour presents a sense of misery and danger, its also bold and stands out attracting attention (as part of an out of home campaign, where information may only be presented for a few seconds). The information being central, shows the magnitude of the problem and promotes the need to donate.

• Halls (preferred meaning) is that homelessness can happen to anyone, and it plays on the demographic, and how the audience will perceive the ideology
• you could also argue that Gerbner's 'mean world theory' is that these adverts would be broadcasted regularly and the audience will be effected by its message and feel that everyone is vulnerable to homelessness