Salvation Army Red Shield Ad Analysis

Advertising is a sophisticated form of persuasion which influences the way people think, how they feel and what they believe. This advertisement is for the Salvation Army Red Shield Appeal highlights the extreme desire for public donations, allowing them to continue to ‘shield those in need’. The target audience, adults who may uphold a Christian philosophy willing to give to the less privileged due to their financial stability, is encouraged to donate to the poor and homeless through the use of both visual and written techniques which further convey the Salvation Army’s need for donations. The advertisement. This advertisement shows how they would be unable to care for the needy without public donations due to the high need for their life-changing

Firstly, the ad makes use of positive language in the copy through the words, “shield”, “help”, “provide”, “image”, “support”, “continue to help” inviting the reader to contribute to the significant costs of providing so many people with the resources they lack. The target audience is encouraged to feel empathetic as they are able to understand how we must “Help the Salvos” so they are able to continue to look after those unable to provide for themselves or their families. This campaign also uses facts and statistics showing the viewer just how essential they are in the lives of so many. Secondly, the Red Shield Appeal effectively includes 2 forms of persuasive devices, alliteration and repetition. Alliteration is put into use through the headline ‘Help the Salvos shield those in need’, creating a soft and gentle sound, soothing to those who are in need

Firstly, visual symbolism was used through colours, in particular red. Red connotates to power and dominance showing that the officers will take action in ensuring that they care for as many people as possible and providing them with everything they need to live a decent life surrounded by people who will look out for them. In this advertisement, the colour red is used in a cloth that is wrapped around the women showing that she has been protected by the Salvation Army. Red is also the colour of love which illustrates that they will be cared for with love and affection. Secondly, special effects have been used to create a black and white background with pops of red. The contrast in colours show the difference in the lives of those in need before and after they are cared for by the Salvation Army, the black and white symbolises the hardships people live through whilst the fluorescent red shows the increase in quality of life allowing them to have a brighter future with the Salvos. Due to the Black and white filter, the light coming in through the window becomes increasingly obvious showing that they are inside a safe environment that is protected from the dangers of the world allowing people to improve their lives in a supporting and compassionate living area. Therefore, the Salvation Army Red