"...is a municipal humanitarian emergency service...whose purpose is to provide care...medical ambulatory aid and nursing to homeless people and people in social distress."*
Semiotics for homeless-ness:
- sleeping bag/pillow
- torn sock/lost shoe
- wine bottle (alcohol abuse)
- raised hand (begging?)
Other semiotics:
- greys/blues/browns/greens
- graffiti (red/green)
- young clothing/mature face?
Synecdochal:
- urban setting
- garages?
- restaurant/house in background (seats and table)
Tag line: "The longer you live on the street, the harder it is to get off it" - just like the man sinking into the pavement, so is the end line of the slogan. (anchorage)
Also links straight to the SAMU Social logo immediately after the viewer has read the tag line.
Composition: Male is in the centre of advert. Sleeping bag and pillow just above him. This can be seen to make a point like a triangle. (This technique in composition seems to be used a lot within still advertisements e.g - GHD ads of June 2004). The view is also from the perspective of an on looker. (this is suggested by the way the homeless man is raising his hand out towards the viewer).
*http://en.wikipedia.org/wiki/SAMU_Social
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