CLIO advertisment deconstruction

Target Audience

Everyone

Why this advertisement won an award

This advertisement won an award because it showed awareness that not everybody wants the same thing and some people just want a home.

Elements:

Symbolism - The surroundings of the little kid in the box symbolize the horrible places on the street where some people live and how they deserve to have a home.

Body Language - The way the kid is lying down inside the box shapes just like the girl who's on the computer to show that some people get their brand new computer and all that kid gets is a cardboard home.

Camera Angles - The way the camera is pointing at the box is to the side and the reason for that is to show the body language they used for this picture which as I mentioned in the other element of body language, the picture shows how happy a girl is because she got a new computer on the side of the box while it shows the legs of a homeless child who is using that box as a home.

Lighting and Color - The way the lighting and color element was used was like this: nearing the bottom where it said the caption of the advertisement 'NOT ALL KIDS WANT THE SAME THING FOR CHRISTMAS' the color of the font was white while the cement behind the caption was black and as it went further up the advertisement the lighting became brighter so we could see the real point of the advertisement.

Layout - The arrangement of the items in this advertisement was made like this to be perfect. The way the box was put towards the left side so there would be more space for the legs of the child with a small amount of space in which the gate was placed with the graffiti piece right in the middle of the gate next to the worn out brick wall.