Barnardos Advert
The barnardos advert is mainly to be found on flyers. other copies of this advert could be found in ladies magazines because they are more likely to read the advert other than men.
The target audience for this advert are adults and elderly people because they are more likely to be the people that look at the flyers and advertising not to see that it wants money and to just bin it.
the advert uses the lines of appeal happy families and self-importance and pride to attract there specific target audiences by making them feel really good if they give money to help an orphan and they will be feel as proud inside they will have more pride about themselves.
The advert uses reward power, coercive power to attract target audiences by making them feel good if you help the company then you will feel good where as the coercive power will make you feel really bad because you've made an innocent child die.
The camera angles used in the advert are a face shot so you can see the child's expression and his eyes.
The other technical codes that have been used are tag-lines which will stick in the target audiences mind. also the colour codes that have been used to make the black look like death and and the white of the child's face seem like a candle slowly burning out.
Typography appeals to the target audience because the bold letters stand out and make you want to read the smaller but no less important writing.
The modes of address that the advert uses are a direct mode of address because the child's face is looking straight at you and also a formal mode of address is used because the matter of life is not to be messed with.
The advert is similar to the other adverts on the sheet because they have a main picture with bold writing to catch your eye and then your hooked line and sinker because you've been pulled in and you can't stop reading until you've finished.
The symbolic and cultural codes that have been used are that the black is death and the blue is tears.
The uses and gratification theory can be applied to the barnados advert. personal identity can be applied because you look into the childs yes and think that could have been me and personal relationships can be used because of how he looks at you and its asif he knows you and you know him even if you dont.
intertextuality in the barnados advert helps us to think that the advert is like a war film and the childs being sent away for safety also the black backround could say the same asif its like a scene where men are dying.
the advert uses techniques common in print advertising. the most obvious of these is the use of text features like the big bold heading to draw people in. another technique is the use of limited colours and the light to draw you to see one thing imparticular.
