https://youtu.be/Yr7Y-ddGzew?si=VA3jIOUdaAciOdKy
I chose this Shelter advert because it tells an emotional story about homelessness as a social problem needing our understanding and action. The advert constructs a clear preffered reading: the audience is encouraged to view the homeless individual not as a statistic but as a relateable character which creates identification and emotional engagement. The narrative focuses on vulnerability and injustice, positioning the audience to feel a moral duty to engage.
The advert reflects altruism and prosocial behavior through its use of representation and mode of address. By highlighting the severe struggles of homeless individuals, it serves as a call to action, aiming to inspire compassion and motivate people to donate or support the charity. The emotional appeals, close-up shots, and straightforward messaging all work to evoke empathy, which drives altruistic behavior.
This advert uses symbolic codes like dark lighting and a distressed mise-en-scene to highlight the idea that homelessness is a societal failure that needs our compassion and intervention. Overall, the story encourages us to act selflessly to make a difference in someone else's life.
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