The use of the corpse filled with currency creates the ideology that giving 'change' to the homeless can actually lead them into darker situations than they are already in, such as them buying drugs with the money they ask for, this can lead to them actually killing themselves from the use and abuse of the drug, this relates back to the slogan 'Your kindness could kill'.
The advert is heavily text based, as it wants to out out the factual element in the advert to give the audience the true understanding of what outcomes can occur when giving money to the homeless.
The use of the corpse filled with money shows a sense of reality as this is happening when we give money also it is in complete relation back to the slogan. The advert can form a personal identity with a lot people as the people who give money to the homeless may re-think about how the individual will use the money handed to them.
What doesn't work
- With the advert being majority text based some audiences will completely ignore the advert as it might not be appealing to them.
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