Dogs Trust Print Advertisement

Dogs Trust Print Advertisement

Ideologies:

The ideology promoted in this advert, is that dogs are possibly vulnerable and need love and care.

This is shown by the use of a wide shot to show the dog further away. This makes the dog look smaller and therefore more vulnerable which also in turn makes the advert more emotive and thought provoking.

Visual and Narrative Techniques:

The main visual technique used here is the camera positioning and the vulnerability of the dog in order to make a more moving advert. The use of a wide shot not only makes the dog smaller, but makes the space around him look larger which makes it look more like the dog is intimidated. This is key as this is what will drive people to sponsor a dog because if the dog looks in a stable and safe environment then people will feel less inclined to donate and sponsor. 

Advertising Techniques:

This advert appeals to our need to nurture in the fact the dog looks vulnerable which makes us feel responsible for the dog. The use of the colour yellow maybe the signature colour for dogs trust however, this colour makes the poster stand out which would attract more attention. 

What works?

The use of the shot type in order to express vulnerability is successful and is maybe what drives people to sponsor or donate. However, the use of small text may be ineffective as people passing by may not stop to read it therefore it will be wasted.