Lines Of Appeal

Use of humour as a persuasive device

This advert for Waterfall Bose Noise Reducing Headphones uses humour as a persuasive device to sell their product and also to show how effective their product is.

The humour is denoted in the fact the man on the rowboat is wearing a pair of these noise reducing headphones and because of this he is unaware of the impending doom behind him. This advert is funny because the the images connotes that the man on the rowboat so relaxed and calm as he cannot hear the sounds made by the water because of the effectiveness of the noise reducing headphones he is using, so he is unaware of the dangers.

Using Young & Rubicams 4Cs model i think that the target audience for this advert would be the Explorers, not because of what is denoted in the advert because the Explorers search for new experiences and challenges in life and this advert would appeal to their need for discovery and could also connect with them through the connoted ideology that they can do anything with these headphones, even something dangerous.


Use of slogans

The Electronic Arts Games slogan is 'challenge everything'. The obvious reason for its success would be because its short and because of that it is easily memorable but there is more to the slogan than its length.

The slogan 'challenge everything' is telling the audience to challenge their gaming expectations and presenting the ideas that these games are unlike any other they have played and will challenge them.

It could also be telling the audience that they should  also challenge themselves and and that these games will push them to their limits, this is fulfilling the audiences need to achieve as they want to conquer things they  think they may be unable to do and

Use of shock tactics

This advert is bringing the attention to the dangers of having your baby sleep on the bed with you, it is suggesting that having a child sleep on the bed with you is as dangerous as the child sleeping next to a knife.

The uses shock tactics in this advert are not what you would usually expect  as there are no graphic or violent images, but a simple yet effective image that demonstrates a danger in the home that many parents may be unaware of.

 It will be shocking to the audience as most parents could see having their child on the bed with them a good thing as they can make sure they are alright throughout the night and don't have to leave them alone in a cot with a baby monitor and not realize that by doing this they are risking the life of their child.. The use of these images to show this will appeal to the audiences need to nurture and the need to feel safe, this advert connects with the parental instincts in the audience, it would mostly be

Stereotypes in advertising

Yorkie are traditionally known as a mans chocolate bar since the 'trucker' advert from the 1970s and the newer adverts are intended to literally stop women from purchasing it and reclaiming the Yorkie as 'the chocolate for men' to do they they have replaced the 'O' in Yorkie with the image of a 'no' road sign with the line cutting through a woman.

This advert has the tag line 'Its not for girls' and Yorkie use the typical stereotype of 'girly' and 'feminine' women who love pink with the copy 'Not available in pink' and the preferred reading of this would be that this is a mans chocolate bar and because the wrapper is not pink that a woman would not want it as women love pink and will only buy pink products.

Intertextuality in advertising

This advert for Cadbury Fingers uses an intertextual reference to the 1978 American prime time soap opera 'Dallas' and 'Dynasty' the 1981 American prime time soap opera. This advert will evoke elements of nostalgia for older audiences as Dallas and Dynasty are quite old shows and may not be recognized by a younger audience.

The intertextual reference to Dallas is denoted by the title card of the advert as it is in the same style of the Dallas title card and the house set up and style is very similar to the one used in Dallas. The Dyansty reference is to the 'classic' scene where Alexis pushed Crystal down the stairs.

The use of this reference is rewarding to those in the audience who can identify the specific reference but can also work for the ones that do not see it as the rest of the audience will see the intertextual  reference as just being  typical dramatic soap and may connect it to other shows like it.

Elite Persons in advertising

These adverts are used to by apple celebrate the historic figures whose contribution to society has changed the world in some way, the campaign includes people such as Albert Einstein, Amelia Earhart, Alfred Hitchcock and many more highly influential members of society.

The use of these figures connote to the audience that the ideologies held by the apple company and staff, that they think very highly of their products and the innovation and creativity involved in making and producing them and hope to change the world in ways like the figures have.

As the audience makes the connection they will also start to believe the ideologies and take on the preferred reading that apple are a highly creative and wold altering brand like the icons used to advertise them.

Reward & Punishment 

This anti drug advert uses reward and punishment ideologies, mostly punishment and is powerful for many reasons.

Firstly because it appeals to the audiences need for Love and Belonging because it shows the audience that they are not the only ones affected by drug use, this advert is from the perspective of the children as the copy on the right is written in the style of a child so the audience is shown how the children are effect by the drug use of a parent. This appeals to the audiences need for Love and Belonging as their actions are putting a strain on the family and their children.

As well as the punishment ideologies, that they are bad parents, it appeals and fulfills the audiences need to nurture as the image is of two unhappy children and it will bring out a parental instinct in the audience and it will make they want to look after them and care for them.