Exam question ting

Analyse how social and cultural contexts can influence advertising. The shelter campaign shows the struggles of the regular average person that could well be any one of us, the people shown are just used as exemplars to portray that anyone could be in the position to lose their house all together. Shelter end up representing the social compliance's that have been made up over the years, such as bottling up emotions and financial struggles and not letting anyone help has become a common theme, this often leads to manipulation in some cases, for example the big red font on the second picture says "He can't do that", the "he" mentioned here would be the landlord, this probably shows that the landlord is kicking the tenant out because of insufficient payments and/or payment manipulation by bumping the rent up. Shelter highlights this fact by putting it in big red font almost in a bloodied colour to show the importance and danger that this has in life, it can cause chaos and uproar in lives and can tend to deteriorate a persons mental psych, probably leading to severe cases of suicide or attempted suicide. Shelter raises the issues of social contexts because of how important it is to find help and helping the prevention of homelessness, they want to make their material shocking to the public because they need to get their message across to ensure that fewer people lose homes and more people call Shelter to find help about their property. Shelter provides the cultural input as well, for context in England, a lot of people in England are well off and do not have these kinds of issues, this is what the government would want you to believe, however the truth is that more than 10% of people need financial help with their housing situation as of 2019. However the cultural construct is being merged and moulded into the form of England being quite a wealthy country and most of the populace being able to maintain houses. Shelter have tried to break down this cultural construct by making normal people look like they need help, with the camera close up and the sad looking type faces they have really break the stereotype of England.