This poster is made by ‘New Ark Mission of India’ which is an organization focusing on rescuing and rebuilding the lives of the destitute and dying people in the streets living in India. Ogilvy & Mather, Bangalore dressed street children in their everyday clothes, which are made from discarded newspapers, sacking, cardboard and photographed them. This poster is a signifier of a girl modelling in a creative winter collection poster. It signifies how the girl doesn’t have enough money to afford winter clothing. This poster also shows how the model is a young girl, seeming like she’s trying to take care of her family.
It connotes how the poor can’t afford winter clothing when it is necessary to do so. This poster conveys the troubles for the people who live in the street to go through every winter. The purpose of this campaign poster is to let the people who can afford clothings awareness of others struggles and encourage them to be more selfless in donating their belongings to those who need them. It can also show the situation in India where the percentage of the poverty is high.
This poster denotes the girl wearing a worn out cardboard material for the clothes, with no footwear, looking unhappy in a black, dark and plain background. The colors and lighting of the background shows how she is currently feeling and the lighting shows that the spotlight of the poster is her. The color black creates a perception of seriousness, coldness, and depression. It’s isn’t just cardsboards, poor people would often wear newspapers, trash bags, etc as clothing.
A metaphor that is suitable for this would be “Her outfit is as cheap as a penny.”.”Cheap as a penny” would mean that the cardboard that she is wearing has no value in currency. Another metaphor example would be, “This poster would cry for the viewers.”. This implies how they expect the audience to react when they see this ad. The metonymy for this is “The outfit causes ice to form on her skin.” The cardboard isn’t her full body well and the material isn't cold proof. This causes the snow and cold weather to stick to her skin, making them feel as cold as ice.
People often forget that clothing is an entitlement, but these New Ark Mission of India fashion ads act as sad reminders of the economic state abroad. These articles may be handouts or literal garbage. The destitute children in the New Ark Mission of India fashion ads sport cardboard boxes, newspaper dresses and burlap sack suits, creating a cultural irony that may grab the affluents' attention. A reviewer desk quoted: “Many of us check for different winter collections when it comes to winter, however forget about poor kids who don’t even have clothes to wear. This creative has illustrated the message in a very nice manner. There are people who fight for clothes, we should think about them and donate our clothes, and this will bring a smile on someone’s face. A really nice message…
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