Zoe Midwinter – Charity Project

Contextual Analysis of Existing Adverts

Advert 1

Advert 2

This is an advert that was produced for Cats Protection advertising their need for volunteers. The advert contains an image of a sleeping kitten and a trail of sparkles. The sleeping kitten is the focal point of the image, making it clear before reading any of the text that the advert is related to cats. The use of the kitten also draws an emotional response from the viewer, as psychologically, humans will naturally care for something they find ‘cute’. The image of the sleeping kitten makes people want to take care of it. The writing on this advert is yellow, which is the charity’s signature colour. The bright colour contrasts the black background and is very clear, and the viewer’s eye is drawn straight to it. The tagline ‘Purr your stress away’ is a humourous play on words, which actively engages the viewer to read further into the advert.

This is another advert produced for this charity. This poster is advertising the charity’s event ‘Black Cat Day,’ which actively promotes the adoption of black cats, as people tend to overlook them when looking to adopt. In contrast to the first advert, this one has a sleek and simple design. The tagline on this advert is “Black cats often go unnoticed” and this is what makes the design of the advert relevant. The idea of black cats going “unnoticed” is made clear in this advert through the use of the black background behind the black cat. This makes the cat in the advert seem almost invisible. This is an emotional persuasion technique, and it makes viewers of the advert feel sorry for the cat, thus further promoting their own need to look into adoption.

Why Babies and Other Things Are Cute, Explained. - http://www.stuffyoushouldknow.com/blog/babies-cute-explained/ Last Accessed 03/12/2015Preloved Voluntary Work. - http://www.preloved.co.uk/adverts/show/108485030/shop-volunteers-wanted-to-help-at-cats-protection-shop.html Last Accessed 03/12/2015Cats Protection Website. http://www.cats.org.uk/get-involved/national-black-cat-day Last Accessed 30/11/2015