Lines of Appeal

Lines of Appeal

1. The advertising campaign I will be analysing is the James Bond Skyfall Heineken advert. The humorous concept of this advert is that the bad guys pursuing Bond get the Heineken guy mixed up with Bond and think he is him, this then sets up for a cat and mouse chase through different Bond themed carriages on the train which makes for some funny, nostalgic Bond references. This advert primarily targets Bond fans and people who aspire to be cool like a Bond character. It uses humour to entertain us and also includes the new Bond girl and Bond himself which would appeal to the audiences need for aesthetic sensations.  

2. The slogan I will be analysing is the HP sauce – “A sauce of manliness”. This slogan uses humour to evoke its message that this is a man’s product and it is very masculine. The slogan uses metaphoric language to make it memorable as the “sauce” obviously means sauce as in the product itself but it could also mean source, it’s like saying that using this source will make you manly.

3. An advertising campaign that uses shock tactics is NSPCC child abuse adverts on television, the audience would find these adverts shocking because people would question and be disgusted in how anyone could harm a child. The advert uses shock tactics by explaining the situations the children on the advert are in and using numbers to tell the audience that this happens a lot and that these incidents are not one offs.

4. An advert I find that stereotypes a group of people is the “WKD Missus Alert” advert which stereotype men as being liars as the man in the advert lies to his girlfriend which is helped by the rest of the men in the pub. It suggests that men would lie to spend time with their mates instead of telling their partners the truth.

5. The Volkswagen “The Force” advert uses intertextuality of the kid in the advert being dressed as Darth Vader. This is a reference that virtually everyone would understand as Darth Vader is such an iconic character, it will appeal to the nostalgia of adults who will be purchasing the car but also because Star Wars is constantly in the media everyone will understand the reference.

6. An elite persons being used in an advert is the MORE THAN Freeman adverts which use Morgan Freeman as a voice over whilst they have another man miming, this is done for comedic effect. The reason his voice has been used is because people will recognise it and it is known a being a comforting, trustworthy voice which could persuade people to use the company’s product.

7. An example of a reward and punishment advert is EDF energy which promotes the idea of using their company then you will be rewarded as you are helping benefit the world. And if you do not use them you will be not doing your part to help the environment as they use recycled energy.