River Island

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River Island

High Street Fashion Brand

- established in 1948

- over 250 stores in the UK

- expanding worldwide and online

- typically, conventional high street fashion advertising

- in 2018, there was a shift in the campaign, they became less corporate and more woke, diverse and sustainable

River Island collaborated with 'Ditch The Label' (which is an anti bullying charity) ensuring £3 of every sale would be donated to charity. This overall ensured more inclusivity and celebrated individuality.

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The handsome man in the wheelchair in the advert above is called Jordan Luce. The red and back colour scheme is very , gold jacket connotates to wealth, positive smile, ties in with hashtag suggesting labels are important for status but signifies importance to diversity. Disabilities are severely underrepresented in media, 'Smooth Moves Only' makes him seem charming and representing a disabled man as a sexy and charming person in a romantic manner is EXTREMELY rare to see. This is all part of a campaign to challenge stereotypes and self expression (ethnicity, disabilities and gender identity).

Modern day social and cultural pressures are demanding advertisers to have more diverse and inclusive representation within their advertisements, majority of the time this involves minorities as they are primarily the most underrepresented groups.

- classy colour scheme

- bright big smile

- perfect 'z' pattern

- total control of his lived experience

Intertextuality = references to a wider campaign.

An example of this would be the audio and visual campaign by River Island in 2018. 'Smooth Moves only', '100% style queen' and 'labels are for clothes'. In a nutshell, the audience target market is aimed at young adults, appealing to trendsetters and fashion conscious consumers. The visual style of the ad features eye-catching visual that highlight River Islands collection and aligns with the campaigns energetic style. Narrative wise Jordan Luce embodies a confident, attractive and stylish persona; the narrative promotes a sense of empowerment. It overall, reinforces the identity of River Island, it is the go-to brand for contemporary, stylish clothing - aligning itself with youthful energy and modern trend.

Shelter

Shelter is a UK based housing and homelessness charity (less money t o spend on advertising and marketing than commercial campaigns, hence more print based). Campaign targeted at liberal reformers and carers (family oriented) and the main focus of the campaign is to direct potential charity users to seek advice and help.

red upper case , sans serif text = urgency, panic.

triptych is the 3 panels with connotations of seriousness. 

the super extreme close ups anchor themes and issues surrounding problems and mask diversity to highlight the feeling of similarity.

preventative ideology. on the other hand a lot of charity advertisement is proactive.

panel 1: consequences of losing job.

panel 2: rogue landlord.

panel 3: suffering consequences - can't deal with debt.

Hopes for 'audience identification' with ordinary people in distress - a key selling point of many charity campaigns in this element of social realism. The dual target audience consists of those experiencing problems and people who can help via donation. This campaign was launched in 2011, after the 2008 global financial crisis brought about by the credit crunch. This advert was created by amplify. They have a progressive viewpoint and work on a pro-bono basis without pay.