Homeless - The Salvation Army

Ideology

There are so many people who will be homeless this Christmas whilst others are surrounded by warmth and family, some our surrounded by cold and pavements. With the support of the public The Salvation Army can help prevent so many people being alone and cold this Christmas with the donations from people.

Characters/Visual style

There are various characters in this advert, each of them all homeless this Christmas. The MCU are used to help the audience connect with the characters so they can only imagine to understand how it feels to be lonely this Christmas. The settings used are all recognisable - park bench, streets, underground - however we don't recognise them in the same way homeless people do, to them these places are their beds. The VO is sympathetic and pleading because The Salvation Army are determined to bring more people off the streets for Christmas but can only do so with public help.

Lines of Appeal

This advert makes the audience realise that we can help these people which influences our use of Reward and Punishment ideology. The advert also reaches out to Love and Belonging Needs as we see each of the characters in need of somewhere to sleep and some food at Christmas time. The advert helps the audience personally identify with it because in our everyday lives we witness the homeless and assume they are no good however, we don't think about what their real reasons are for being homeless or how they must feel to be alone and cold on Christmas.