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.