The Big Issue Key Words

Ad Revenue- Companies will pay Advertisement Revenue in order to have their product/service advertised in The Big Issue.

Articles- A piece of writing covering a particular subject.

Audience Appeal- The way the magazine is structured in order to appeal to their target audience.

Cost- The price amount of money a customer will pay for the magazine.

Cultural and Political Awareness- They write articles based on what is currently happening culturally and politically.

Culture- The arts (Music, TV, Film, Art, Theatre)

David v Goliath Narratives- A story where a ‘down trodden’ group will fight corporate giants.

Editor in Chief- Someone who oversees the production of content.

Editorial Content- The content of the magazine.

Editorial Opinion- The journalist writing the articles weighs in with their own opinion.

Emotional Fulfilment- The satisfaction of helping someone who needs it, which customers of The Big Issue get.

Front Cover- The front page of a magazine which highlights the key areas which will be covered within the publication.

Guest Columnist- Someone who has written a column for the magazine that doesn’t usually write for them, usually a celebrity/politician.

Hybrid Genre- Contains articles relevant to news, culture, editorial opinion and interviews.

Ideological Beliefs- A set of social or political beliefs within a culture.

Ideology- Ideas and ideals which will be key in forming economic and political beliefs.

Independent Publication- The Big Issue isn’t owned by another company, it is produced independently.

Institutional Factors- Factors of sales which The Big Issue Company Ltd will control when it comes to the magazine (target audience, editorial content, structure etc)

Intertextuality- One form of media (Movie, TV show, Music, Book etc.) which is referenced in another form of media.

Interviews- A celebrity will answer the questions of a reporter and it will be published in the magazine.

John Bird and Gordon Roddick- The founders of The Big Issue.

Key Appeals- Components which are the most appealing to an audience.

Language Code- The level of language used within the articles. For The Big Issue their target audience are mainly educated middle class people therefore it would be at a higher level.

Low Production Values- The cost at which the magazine is produced, to ensure The Big Issue is cheap to produce therefore it is cheap for the vendors to purchase.

Magazine Sales- The amount of magazines sold and the amount of revenue acquired from them.

Modes of Address- The language codes used within articles. The Big Issue is usually more complex and aimed at educated individuals.

News- A report on the current affairs of the world.

Not-For-Profit Organisation- A business that is not interested in profit, and any money that is made will usually be delegated to the charity in order to help their cause.

Passing Trade- The Big Issue is usually sold to people who are just passing by a particular area.

Primary Target Audience- The Big Issues target audience is ABC1, socially aware professionals aged between 25-44. This is the demographic that The Big Issue aims it’s magazines at.

Public Service- Offering a service that will benefit the community, The Big Issue is trying to eliminate homelessness.

Published- After something has been fully produced and is free to be purchased and viewed by the public.

Rogue Traders- People who acquire the magazine at no cost to then sell it and keep all profits to themselves.

Socially Aware- The Big Issue is aware of main problems or events within society to support the fact they are left wing.

Start-Up Capital- Money raised prior to the opening of the business to get it started.

Target Audience- The Big Issues target audience is ABC1, socially aware professionals aged between 25-44. This is the demographic that The Big Issue aims its magazines at.

The Big Issue- The name of the magazine which is a platform designed to allow people in poverty to earn an honest living.

The Big Issue Company Ltd- The private company which produces the magazine and invests in other charities such as The Big Issue Foundation.

The Big Issue Foundation- The charity that receives any profit made from The Big Issue.

Vendors- People who are living in poverty who sell the magazine as a means to earn money.

Weekly Circulation- The amount of magazines sold per week.

The Big Issue- Initial Research

• A magazine which offers to people in poverty.

• Aim to dismantle poverty through giving job opportunities.

• Launched in 1991 in response to the amount of homeless people on the streets in London.

• Offers a legitimate income.

• Vendors purchase the magazine for £1.25 and sell it for £2.50, meaning they are working and not begging.

• More than 200 million copies of the magazine have been sold.

• 92,000 people have sold the Big Issue.

• In the past 25 years vendors have earned £115 million.

• 3700 new vendors go to The Big Issue everyday.

• Currently around 1500 vendors.

• The magazine is read by 379,195 people.

• 82,294 copies circulated every week.

• Inspired over 120 similar magazines in 35 countries.

• Big Issue Invest founded in 2005.

• UK's first 'Social Merchant Bank' by social entrepreneurs for social entrepreneurs.

• Big Issue Invest offers social enterprises, charities and profit-with- purpose businesses, loans and investment from £20,000 to £3 million.

• Since 2005, they have invested in approximately 300 social enterprises and charities, all of which have positively influenced the lives of an estimated 1 million people across the UK.
• The Big Issue Foundation founded in 1995.
• The Big Issue Foundation addresses the fundamental issues attached to social and financial exclusion by working with individuals who have made the first step towards working themselves out of poverty through selling the magazine.

NSPCC Advertisement Notes

Visual Narrative:

• Why are they so sad?
• How can I help them?

Colour:

• All the colours are dark/ photographs are in black and white, gives it a solemn mood
• The NSPCC's green is used/ It is immediately associated with the NSPCC

Camera Shots:

• Mid shot of 4 different children that are all being abuse just in different ways
• Direct gaze
• The 4 children show that it is possibly happening to a lot of children, as there is variation- boys, girls and different ethnicity's

Copy:

• States how each child is being abused in bold, capital letters above their faces
• 'Stop abuse now give £2 a month' suggests that if you donate you will single handedly stop child abuse.

Non-Profit Print Advertisements

Shelter Print Advertisement

Visual Narrative

• What is happening to them?
• What issues are they having?
• Why are they at risk of homelessness?

Colour

• The photographs seem to be dominated by darkness (dark background, their eyes are also dark)
• The red copy that is over their face suggests anger and frustration. It is in all capitals and bold, and due to it being in first person, it suggests they are saying this with anger and desperation. 

Rule of Thirds

• Their faces fill the advertisement, there eyes are the focal point, it is the first thing you are drawn to as they hit the top two points on the grid. 

Camera Shots

• Extreme close-up of the face, which are lit from the front, allows the viewer to see the looks of desperation on all of their faces. 
• The fact they are all different people seen in a position that is the same suggests that homelessness could happen to anyone at any given time. 

Copy

• The copy over their face conveys a different issue for each of them, but then underneath there is a copy in white which is Shelter offering a solution. The copy in red has a very angered vibe, yet the one in white seems very calm, which suggests the help shelter will provide is something that will calm them. 

Shelter: Initial Research

• Shelter is a charity that wishes to end homelessness in England and Scotland.
• It gives advice, information and advocacy to all those in need
• It does this by lobbying government and local authorities for new legislation to be passed to improves the lives of the homeless
• Shelter was launched on December 1 1966
• The launch of Shelter did benefit from the screening of the BBC tv play 'Cathy Come Home' 10 days before their launch. The play highlighted the issue of homelessness in Britain and caused a lot of outcry
• Shelter was set up by Rev. Bruce Kenrick after he has formed the Notting Hill Housing Trust in 1963
• Des Wilson, a social campaigner, was key in developing Shelter, after seeing 'Cathy Come Home'
• In 2013 they created an advertisement, in partnership with the agency Leagas Delaney, titled ''Bank of Mum and Dad in Crisis'. The campaign, which was directed by Chris Felsted, is trying to show that as house prices rise, it will be much harder for parents to help get their children on the property ladder.

 

Old Spice: Initial Research

• It was founded in 1934 by William Lightfoot Schultz
• He was inspired by his mothers potpourri
• The first Old Spice product he released was a women’s scent called ‘Early American Old Spice’ this product did extremely well on the market

• They then moved to Old Spice Men in 1938 and found this actually was more successful to market to men
• Old spice was initially manufactured by the Shulton Company
• It is now manufactured by Procter and Gamble as they purchased it in 1990
• The men’s products were dominated by shaving foam and aftershave
• In the 70s Old Spice shifted from being a shaving brand to a fragrance brand with Old Spice Burley
• In 2014 they broadened their market and started producing hair care products like gel and wax
• The advertising campaign ‘The Man Your Man Could Smell Like’ in 2010 went viral with Isaiah Mustafa being the face of it. This ad campaign was created by the agency Wieden+Kennedy

• After the ‘The Man Your Man Could Smell Like’ campaign’s success they decided to create another with Isaiah Mustafa called ‘The Response Campaign’. For this campaign they created over 100 videos of Mustafa talking to fans and other celebrities.
• This campaign made the Old Spice youtube channel the number 1 trending channel on Youtube and the amount of views it got exceeded that of the acceptance speech from Obama.
• They have also partnered with other members of the NFL including Ray Lewis, Greg Jennings, Wes Walker and Terry Crews.
• ‘Make a Smellmitment’ advertisements with Terry Crews and Isaiah Mustafa aired in 2015, promoting Timber(or Swagger) and Bearglove