Techniques and Associations - Line of appeal

Techniques and Associations - Line of appeal 

Overt:

The advert for this Yorkie bar would be aimed towards middle aged men who work everyday for example middle class people. The technique that is used in this advert would be overt as you can clearly see the message that the advert is trying to get across which is that with Yorkie you have the strength to do strenuous tasks for example they show the strength he needs to carry all the shopping by himself. At 0:08 you see that some of the handles of the shopping bags are slipping or ripping but he manages to carry on holding them, then at 0:15 you see the man manage to get his keys out of his pocket and open the door. The advert then carries on with him taking the Yorkie bar out and taking a bite out of the bar with the graphics 'MAN FUEL FOR MAN STUFF', showing that it is specifically sold for men which shows that the technique does make the advert appeal to men as all the shots are of the man carrying shopping, opening the door, dropping the shopping and then eating the bar.

Hidden:



This advert would appeal to both men and women as most people are likely to have a credit card, though this would appeal more to the younger audience as you would not typically see the older generation on a water slide of this extent, the socio-economic group that this would appeal to would be people who belong to the C1 group as the advert begins in an office. The technique that was used in this advert would be hidden as the message that is in the advert is not very clear as they are not only promoting the card but they are also promoting that you can have fun no matter what job you are doing for example the fact that he spends the majority of the advert on the water slide shows the amount of fun you can have. This would appeal to the audience as it shows his journey from leaving work till he gets home for example at 0:28 he passes through a superstore and buys a banana, then at 0:38 he passes through a library them through a station and a bus stop to reach his house, which is what most people are likely to do when they leave work.

Emotional response: Compassion



This WWF adopt a polar bear advert is most likely to appeal to children and young adults as it is likely to pull at their heartstrings and make them feel sympathy for the polar bears which entices the audience to want to adopt the polar bear. The technique of this advert would be compassion as the advert gives you certain facts and rhetorical questions like "Are you ready to say goodbye to the Polar bear?" and other statements like "We need to protect them", these imply that it is partly our fault that the extinction of the polar bear so we need to be the ones that save them from extinction. The use of this technique will make the audience feel as though they need to fix a mistake that was made, especially for kids as they would never be able to see a polar bear if it goes extinct so they would beg their parents to adopt one.

Emotional response: Self-perception/social position



This mars advert would appeal an all male audience of a range of ages as kids would want to be him similarly with some grown men who would aspire to be as it may be their dream to play or attend a real football match, this would usually apply to men in the middle class and are in the C2/D socio-economic class as they are the people that are most likely to go to a match on a regular basis. The technique used in this advert would be self-perception/social position as this would appeal more to people would be able to attend as the man who eats the mars bar is just a regular man who manages to gain the confidence to play at a real match at 0:32 - 0:38 shows him celebrating with actually England football players which would be any fans dream.

Celebrity endorsement:



This Pepsi advert features Beyonce which will appeal to women as they aspire to be Beyonce, Beyonce is well know in many countries especially the USA and the United Kingdom as she is a well known singer, know for her assets and her relationship to famous rapper Jay Z, the audience both men and females alike find her attractive and as she is still young so that appeals to the male audience as they are likely going to want to be with her. The technique used here is celebrity endorsement as they have specifically used Beyonce to increase the sales of their product and the fact that they have used her different outfits from her previous music videos to show that she can still dance as well as she used to.

Codes and Conventions

Television adverts use various different codes and conventions to make the audience feel various different emotions while watching the advert:

Shock/surprise and sympathy are used together in an advert as you would mostly be shocked or surprised by the message the advert is trying to get across and they usually use those emotions with sympathy as they work hand in hand with another so they makes the advert pull at your heartstrings. An example would be the 'anti smoking advert' as it clearly shows that smoke can get anywhere and that we all breathe it in.

Annoyingness and catchiness is when the advert uses music and images that make the advert catchy but after a while the advert can become quite annoying as it sticks in your head, an example of this would be the confused.com advert , as the tune stays in your head after it has finished.

Celebrity endorsement is used in adverts as the audience are more likely to want to purchase that product when they know a celebrity has used or produced it, for example Cheryl Cole who is advertising hair dye for L'Oreal which would appeal to the female audience that would like to or already dye their hair.

Music is a key part of an advert as the choice in music is what allows the audience to be able to feel the message that is being put across, for example the music in the John Lewis advert where they begin with a baby and show her journey as she grows older which matches the song 'She's Always A Woman'.

Strong message is when the advert is quite serious and is trying to get an important message across to the audience to stop them from doing something that could harm other an example of this would be the adverts about abuse, which asks the question "would you stop yourself".

Aspiration is usually seen in an advert when the producer of a an advert knows that a certain topic or person is what the audience aspires to they include that in the advert so that they can give the audience a bit more hope to be what they really want, an example would be the Pepsi football ad as it makes boys want to aspire to be them and to drink Pepsi like they do

Humour is often used in adverts to make the advert the advert seem less serious and more entertaining for the audience as it is more likely to catch the audiences attention if it is humorous, an example would be the 'Time for change advert'

Animal factor is used in adverts to make the product that they are trying to sell, an example of this would be when the 'Be more dog' advert as they show in the advert that without O2 your life is boring and nothing new will happen in your life whereas with O2 you are able to do things you could not before

Nostalgia is a convention that is used to make the audience remember important memories of their past that make them feel good, an example would be the Richmond sausages advert which shows that he will always go back home.

Intertextuality is commonly used in an advert so that it will replicate a certain scene or shot in a movie so that it registers in the audiences head as something they have previously seen and to make them want to buy that product more, an example would be the 'Cadbury fingers advert' as this mimics a scene in 'Death becomes her'. 


Camera angle and shot: The advert uses various different shots and camera angles, for example is uses close up's of the boy getting the chocolate out of the calendar as he counts down the days to Christmas showing his impatience especially when the show his face when he realizes that he has a while to go until it is Christmas. There is also a long shot showing the boy trying to pass time while he waits for Christmas to arrive showing the importance of this time of year.

Editing: The editing of the advert flows well with the changes of the shots as the music is slow the use of many shots emphasizes just how much Christmas means to the little boys in the adverts and it allows the younger audience to be able to relate with the boys as that is how they most likely feel when they know when Christmas is dawning and they are bugging their parents to know what they are getting for Christmas.

Lighting: The lighting of this advert changes with the images as it helps to keep the pace and to show the emotions that are being put across the to make the audience feel all the emotions at once, the lighting also changes for the time of day to show how slowly the days are moving along until it gets to Christmas when the lighting is brighter than before.

Music: The song that is used in this advert is "Please, Please, Please, Let Me Get What I Want", which was originally sung by The Smiths but in the advert covered by Slow Moving Millie. The song is slow and fits the advert as it is trying to emphasize the meaning of Christmas, that you should gift others with love as it means more to the people you love. The music also implies that it is the one day of the year that you can get what you want if you behave and gift others.



Camera angles and shots: The camera shots in this advert are mostly close ups which emphasize the pizza and its topping for example at the beginning it shows fresh tomatoes followed by the tomato sauce that is made with the tomato showing the use natural produce. This is then followed with the rest of the ingredients like the dough, the cheese and the pepperoni, this helps to gain the audiences attention to entice them to buy the pizza.

Editing: The editing of this advert flows well with the shots moving smoothly and in a way that makes the food look delicious and mouthwatering so that you want to go out an buy it and enjoy all the pepperoni by showing the pepperoni on the pizza where it falls perfectly which makes the editing fall into place with each shot that we are shown making the pizza look desirable.

Sound: Throughout the advert there is a voice over which tells you what each shot is about so they tell you about the tomatoes being rich and when mixed with herbs they become a delicious sauce, they carry on with all the ingredients and how they are made. Whilst this is happening there is background music which makes the advert seem more enticing to the audience so they go our and buy the product. 

Research purposes

Characteristics of Advertising

Benefits offered:
The benefits that are offered in this aero advert are that it is pleasurable as the rapid melting of the chocolate allows you to have immense pleasure and flavours in your mouth as there are a range of different flavours. The graphics also say "Have you felt the bubbles melt?", showing the audience that they should go out and try it because it is the bubbles that cause the chocolate to melt the way that they do, and the ending voice over tells you that there are single bars so you can enjoy the pleasures of the chocolate on your own.

Advantages over other similar products:
The advantages of this product over other types of chocolate is that it melts quicker than other chocolate products for example another advert that would be similar is the minstrels advert which shows the two women sitting waiting to watch a show with a bag of minstrels between them it is later revealed that they were watching a raunchy show which echoes  the aero advert as it features a half naked man but this shows him with water droplets so it echoes the representation of melting.

USP:
The unique selling point of this product is that the chocolate melts in your mouth unlike many other chocolates which you would have to suck on the chocolate for it to start melting an example of this from the advert would be from 0:06 - 0:10 when he describes that when it gets to body temperature it starts to melt so it not only melts in your mouth but it also starts to melt before you put it into your mouth. This is then repeated later during 0:15 - 0:24 when he tells the ladies that it increases the pleasure when it melts faster this is followed with two women voice overs saying that that explained why there were bubbles and the other woman had zoned out whilst he was speaking because of his physical appearance. 

Lifestyle appeal:
The lifestyle appeal of this product is that for women between the ages of 20 -35 as seeing a man half naked would immediately grab their attention from the beginning when he throws the towel and then when he sits on the couch so you can see him sitting on the couch at 0:13 - 0:23 which also shows a close-up of his face allowing you to see him eating some of the aero bubbles and the look of delight and the raise of his eyebrows in a cheeky manor after he had the chocolate.

Brand identity:
The brand identity of this product could be described as saucy and sensual as they man in the advert is only wrapped in a towel for the duration of the advert showing just how pleasurable the chocolate are, also from 0:00 - 0:02 you see the man drying his hair and then goes on to throw the towel to the side showing that he had just gotten out of the shower showing just sensual the chocolate is. The mood that is set is quite romantic as the way that he speaks is deep, low voice which would immediately capture the attention of the audience for example when he speaks from 0:03 - 0:10 when he describes the temperature and that it melts once it reaches the temperature.



Benefits offered:
The benefits that are offered with this product is that they are trying to promote healthy living as a graphic in the advert that says "LIVE LIKE GRANDPA DID: MOVE MORE, EAT WELL, TAKE IT EASY", this shows that are trying to get you to eat healthier but to have a treat once in a while by having coca cola like their grandpas did. Another benefit offered is that you can follow in your grandpas footsteps and to be exactly like him by doing similar jobs, and eating similar foods.

Advantages over other similar products:
The coca-cola advert has an advantage over other similar products as they have made their advert different to others instead of using cartoons/animations to make it appeal to the audience they have used real stories about grandparents and their grandchildren to show that it runs in the family and that everyone does drink cola. They also further this by showing pictures of other families drinking to show the similarities between that family and other families which also promotes family life and the relationships between grandparents and grandchildren.

USP: 
The unique selling point of this product is that whilst it is trying to promote their product they are trying to also promote healthy living as they show the differences between the grandpa and his grandson an example would be from 0:07 - 0:11 this shows that there is a difference as one has breakfast but the other only has a bite and a travel mug of coffee in his had before he leaves which is then followed by their way of getting to work as one rides his bike whilst the other drives his car. Also at 0:20 you see a clip of them both having a snack, the granddad having an apple whilst his counterpart was having a bag of crisps, this is similar when they are having dinner as one has a homemade meal and the other had a microwave meal.

Lifestyle appeal:
This appeals to the audiences lifestyle as they are shown that they can have a healthy live and still treat themselves once in a while as it appeals to people of all ages for example children are going to ask their grandparents questions of their past to see what they did as they may want to mimic them like the advert showed them, also the grandparents may be reminiscing over their past and their youth feeling nostalgic over times that have passed. This is shown when they show other families 0:52 with the graphic to enjoy life and they follow with other families until 0:56 showing it could be anyone.

Brand identity:
The brand identity of this product would be active, the work hard ethic and to also have fun as they are the different things that the advertisement are trying to promote to their audience, this is because the advert is mostly done in split screen and to show the similarities and the differences between the two and their lifestyles. Throughout the advert you can see that both men work hard to make a living but in their own way, the advert also uses graphics like "LIVE LIKE GRANDPA DID: MOVE MORE, EAT WELL, TAKE IT EASY" and "DON'T FORGET TO ENJOY LIFE", these show that you should work hard and you should also rest and equal amounts of time for fun.