Analysing Advertisements: Lucozade and Shelter

The Lucozade poster has used a thin font on a yellow background which contrasts with the blue to portray the Lucozade packaging for the sport edition. This sport theme is enforced through the usage of footballer Gareth Bale on the right hand side of the advert, which gives a need for the product as it implies you can achieve the same skills he has by consuming the product. The usage of Bale in particular  is important as he is a well known celebrity and is famous for his worth and skill in football.
The angle of the camera is a head and shoulder shot and very engaging as Bale is staring directly into the camera which gives a sense of intimidation and power. Bale reinforces this by the stern look on his face with the lowered brow and tight lips. He also appears focused and in his element, which perhaps shows how he is ready to play sport and therefore has a lot of energy to do so due to this product.  The director has used the lighting to highlight Bale on the left hand side of his face which casts a small shadow to the right side of his face. This may have been used to show the tag line brightening his face and creating a balance in the centre of the poster.
The text "In a different league" contributes to the poster as it implies that you may become superior by consuming the product and again gain the status and power that Bale possesses.
The blue background relates to the packaging of Lucozade Sport and may of also been used as a contrast to the yellow. There is also the fact that typically blue conveys refreshment and water and yellow the sun and therefore energy which combines to create the power of the product.
The above factors contribute to represent the product altogether as they reinforce the sport theme and convey an achievement that can be accessed through consuming the product. The use of the celebrity footballer exemplifies this and really highlights the energising aspect.
The audience are receiving this advertisement in a way that inevitably promotes the product. The possible main selling point here is the footballer Bale and connotations to water and energy which the audience may associate with drinking and therefore gain a want for the product. Contextually this poster may be placed around football grounds or outside shops which would convince an audience to buy the product as there is the association with Bale and association of energy as previously stated.

The homeless charity group 'Shelter' have used actors to portray homeless people or people in need of help financially. They have done this through the solemn and longing expression yet overall passive attitude regarding situation in life.
They have chosen a selection of different people with various ages and gender to portray how real homelessness is. The lips on the actors are slightly open and soft which may convey pleading. Each face has been lit from a front facing angle to highlight their faces and perhaps avoid casting a shadow over them and the situation. The darker shadow falls around the homeless people which perhaps conveys the shadow that has been casted over them and the lifestyle they are forced to lead. The camera shot used is extremely close up which may connote the inability to escape as the faces of the actors are pushed tightly to the edges of the poster.
Shelter have used the actors and overlaying red text as the main image of the poster. Underneath is the informative text and following that the logo on the right hand side and website link on the left. The text on the faces is prominent to the poster as in a way it labels the homeless people and humanises them to make it a harsh reality. The use of the colour red typically symbolises excitement, energy, passion, action, love, and danger in Western cultures, but in this instance symbolises particularly the danger and vulnerableness of being homeless.
The audience has been communicated to through the heartfelt posters which almost puts guilt on the reader and puts them in the situation of the homeless people. The audience has been communicated also through the white text which gives a situation to the audience and offers help.
The red statements and messages link with the white text and give almost a plea to the readers which would emotionally connect with the audience.
The audience should be receiving this advertisement with an attitude to help the charity and change the homeless situation of the country as an ideal outcome. The audience is possibly pressurised by the helpless images of the people and therefore pushed to donate to the charity. Contextually this poster may be placed on bus stops or walls around a city which would again cause the audience to consider donating as they are situated in the environment that the homeless people are forced to live through every day.