Homelessness is a prominent issue in the United States that many people know and hear about. However, many people do not know what a large percent of children in the United States make up the homeless population. Homeless youth is a rising problem that many either do not know about or do not want to acknowledge.
Organizations like Covenant House and Raise the Roof try to take on the task of spreading awareness about this issue. These organizations take on many similar themes in their advertisements but use different strategies.
The first advertisement is a simple billboard featuring childhood building blocks that many are familiar with. The contrast between the simple, childhood toy and the heaviness of the word "homelessness" really gets the point across that there are children in the country that suffer from this issue at such a young age.
The second advertisement, one of many placed on stoops and sidewalks around cities, is a stark white poster with bold black letters. This simple format makes the message even more powerful; that youth should not be out on the streets. The use of location and placement of the poster also is a creative way to get the message across.
The third advertisement, by Covenant House, used a floor plan to frame the picture of a homeless youth sleeping on what looks like a dirty mattress frame. Using the floor plan to frame the picture of the girl really emphasizes how the streets are bedrooms for many homeless youth, and this shocking picture emphasizes the urgency of the issue.
This advertisement by Raise the Roof has it's emphasis on the message in the white text. The picture of the lone red chair really stands out against the environment, which helps the comparison between the homeless youth and the chair, and how people view each.
This last advertisement plays up the connection between the youth and technology, saying "Do Not Ignore iHobo" featuring a young man on the screen of an iPhone. This poster also uses graffiti like text and elements to emphasize the theme of living on the streets. There is also a lot of information regarding the issue of homeless youth and how you can help.
In terms of the rhetorical situation I believe it would be most important to pay attention to purpose and context here. Not many know that the problem that exists with homeless youths, and so the issue lives within the greater context of homelessness as a whole; it needs to be promoted so that the general public can understand what a large-scale issue it is. This leads right into purpose; these advertisements are obviously doing the job to attempt to make the general public more aware of the homeless youths issue. It will be important to take into account the surrounding context which has already made the general issue of homelessness into the enveloping issue; this campaign by Covenant House and Raise the Roof will need to distinguish themselves.
ReplyDeleteIn the first advertisement I see a large use of color, specifically used to point out the child's building blocks that spell out the word "Homeless"; using these colors and the images brings back a certain nostalgic feeling. I also picked up on emphasis and the use of color in the second advertisement, because there is an absence of color and therefore the emphasis is put heavily on the words and the placement of the stark white background. In the third advertisement I see the use of framing; the homeless youth is outlined by a floor plan, which packs a big emotional punch. In the fourth advertisement I see contrast, because the bright pink chair stands out so brightly against the gray elements in the picture. In the fifth advertisement I picked up on its use of organization, between the phone and the graffiti words and the informative blurbs, there is a lot to take in.
In the second advertisement I see that the specific emphasis is created using the color elements. The advertisement, slumped in a corner where a passerby might not have noticed it, had to stand out against the dark corner that it is in. By emphasizing the stark white background, the advertisement is made to stand out more and the black text suddenly seems to jump off of the ground.
1.) For these ads, I believe context and audience are most important. Context because there is a larger social reality/understanding of homelessness, youth, and both put together. The audience is crucial here, as this is a subject (as some of the ads tackle) that people really don't want to think about. How then, does the ad get that attention back?
ReplyDelete2.) Ad 1: Color and sequence here are key. The blocks are different primary colors, which makes each individual letter of the word "homeless" pop, and the sequence is obviously necessary in order to create the word.
Ad 2: Contrast and color here is important, because the white background contrasts sharply against the physical real world around the ad, and the black text in turn contrasts against the white. These factors both contribute to the emphasis of the ad.
Ad 3: Framing here is key. No pun intended, the dingy bed frame captures the child within its limited perameters, and in turn there is a less noticeable (but still important) thin white frame around pretty much the entire ad.
Ad 4: Organization here is important. The most important items of this ad are the colorful chair (again, color important here too) and the white lettering. The ad would look worlds different if the chair and sentences were placed in different spaces relative to each other.
Ad 5: Again, organization plays a crucial role. There are several important items, and in the interest of not creating chaotic imagery, these items need a well-thought out organization in order to compliment (not crowd or overshadow) each other.
3.) Like the topic of child homelessness itself, ads 2, 3 and 4 present the topic at hand in a gripping way, meant to make the viewer uncomfortable. This purpose ties together the social context of the issue, then brings the unpleasant details of the issue (dirty bed frame, living in a hole in the wall).
1. In regards to this topic, I think it is important to focus on purpose and context. Often times, people hear about homelessness, as you mention in your pitch, but I think that people are not actually in touch with the true reality of the situation. These ads that you found can help bring together the context of the presence of homelessness. Along with this, purpose is definitely a huge component to consider as it is important to see what each ad contributes to the problem of homelessness. Each ad is unique and shows a different angle/perspective to this prevalent problem.
ReplyDelete2. In ad 1, I'm really drawn to color. The bold colors chosen for the block letters and the border with the logo stand out against the white background. In ad 2, I am drawn to alignment. I think it is a cool effect that the ad has the text beginning against the wall and continues down to the edge of the stair. In ad 3, I am paying most attention to framing, as I think there is an emphasis on the mock blueprint of a bedroom for the person in the center. In ad 4, I like the contrast of the bright chair against the outdoors scenery that is slightly darker. In ad 5, I like the organization of all of the different elements and how it is brought together in one ad.
3. I believe that ad 3 and 4 in particular show the raw reality of homelessness by putting the focus on one thing, for ad 3 that is the person in the bed, and in ad 4 that is the chair by itself on the street. Both images in these ads show a sense of loneliness, which adds to the purpose of the ads for this topic.
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ReplyDeleteI really like your idea. I think you should concentrate on audience and context. Audience is important because who are these ads aiming at? You need to find out who is going to actually help these homeless people. I think context is also important because you need to know the context and understand, in order to refrain from offending anyone, as this is a touchy subject. Ad#1 to me, is very boring and outdated. I feel that it doesn't get the job done and looks too childish. Ad #2 is awesome! I love how creative it is and how it is posted onto a step outside of a public building. The bright white color jumps out immediately. Ad #3 is very effective as well. It makes you upset and makes you want to help that little girl right away. I like that it is a bird's eye view of the girl on an old, rusty mattress. Ad #4 catches your eye right away with the misplaced red chair, but I feel that the white writing to the right is too hard too read against the background & there's too much writing. Ad#5 catches your eye with the white spray paint block letters against the black background, but it isn't visually appealing and is a little too dark. An example of a strategy I noticed is that a lot of the ads involve children or the youth because they kow that people will be drawn in.
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