I think the Dove ad is successful due to its representations and how inclusive it is as well as its intertextuality.
I think Jordan Luce is a good choice for river island as he's a prominent figure in his sport as well as having a disability which fits in well with RI's inclusivity
The purpose of a charity advert is to bring attention to the problems they are attempting to fix as well as gather donations rather than sell a product or service
Shelter-
UK based charity focused on homelessness as well as providing shelter - not loads of money so can only really afford printed adverts.
Their campaign was targeted to liberal reformers and carers - young and wish to help
Purpose of the campaign was to direct people in need to the charity to seek help
6 week campaign - posters Facebook ads and mobile messaging
Audience identification and social realism - shows it can affect anyone
socio/political context - UKM 2008 banking crisis still felt in 2011
Amplify sequenced campaign - typically known for non traditional advertising - did it for free
Triptych - 3 images typically illustrate a story
Homelessness is NOT a choice is the message they wish to convety
Close up of face - brings personality to the issue
colors- red black white - red typically has more sinister connotations while the back and white do nothing to mask it.
Faces - inclusive - ageless - could be ANYONE
Font- Obscures our view of them - shows the magnitude
Logo- has their website listed next to it - sans serif - serious
White text shows different circumstances - once again reinforcing the inclusivity
Dual Audiences - the homeless to show them theres options and things being done for them and people who can help.
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