Lines of Appeals

1. The use of humour as a persuasive device

 The Evian advert uses babies roller staking to create humour. As it's not an everyday site and makes the viewers laugh. They use of babies is to represent  and reinforce their slogan 'live young' and during the adverts it says how water keeps the body young. The advert uses love and belonging as most of the views of the advert will have a family. This supports the need for security as a mother or fathers role is to protect their children, as though out the adverts the babies are doing dangerous things they would never be able to do. Also the need for nurture is meet as it appeals to the viewers paternal or maternal instances. The use of music in this keeps it upbeat and fun.


2. Use of Slogan- 'have a break, have a Kitkat'

 The slogan is short and easy to remember. As they use repetition. However you will always relate KitKat's and breaks together. It acts as an order,  telling you that you must have a KitKat. But at the same time the adverts orders you in a nice way, as if you need to have break or a rest and treat yourself by having the KitKat. This meets the needs for affiliation, as sharing the kitkat with friend's, Also meeting the need of love and belonging. Making you feel like you achieved the break, meeting the need for achievement. This advert would target the mainstream as these  four factors are familiar in everyday life. Finally meeting the physiological needs. They are the  needs for sleep, eat and drinks . Making the advert appeal to the viewer as its about food. As food is key to survival.


3.The use of shock tactics- Talk To Frank

This advert for Talk to Frank uses shocking images by talking about the truth of drugs on todays streets. It gives a number of views on drugs and facts about them.  It grabs peoples attention by giving such shocking statements such as '30% cocaine and 70% who the hell knows'. So the adverts is not so glum and boring like other drug adverts, they bring in a slight hint of humour by having a talking dog. By doing this it appeals to the need of nurture, as its a small helpless dog that done nothing wrong but is still being/ been hurt. It challenges the need for security. As you have no control over what is happening in the advert or of what happened to the dog. In a way it meets the need for guidance, as its telling you right from wrong. The music playing in the background changes with each new scene or sketch within the advert, making the seriousness of the advert stand out in the parts it most needed. It carries a valuable message that drugs are dangerous and can kill, creating fare. Meeting parts of Maslows hierarchy or the 4C's such as Physiological needs (survival), esteem needs (control) and finally love and belonging (security).

4.stereotype in advertising 

  'Who said men can't multi-task' this is the stereotype in this is advert. I think this stereotype is more accepted as its meant in a playful way. I think this advert has been aimed at the aspirer. As they care about their appearance and image. The model on the advert is handsome and meets all the aims that the aspirer wants. This meet the esteem needs for control and status. This advert also appeals to self-importance and pride. Also the need for attention, as we want people to notice us, be looked at and to be put in a type of spotlight. The slogan 'for men who dare to care' relates to the need for prominence. This is having a social status and be respected or even admired. On the advert itself uses shortcuts to meaning, they do this by not including a lot of text. 

 

5.Interetextuality in advertising 

In this Volkswagen advert the use of interetextuality is used. A young boy plays the role of  Darth Vader, trying to use ‘The Force’. We also feel some form of reward because we understand the reference to Star Wars and we feel nostalgia, when we think back to when we were children, and how we used to imagine things and think we had super powers, so this ad mostly uses personal identification because we relate with the character. It also relates to the mainstream because it relates to families and everyday life. This is the largest group out of the 4C's so people are more likely to relate to it.  Finally the need to nurture is in the text as you feel sad for the small boys as he cannot use 'the force'  and he his disappointed by this.

6. Elite person in adverting 

 This advert by myx promoting drink supported by Nicki Minja. By using Nicki as an elite person in this advert it appeals to the basic need for sex. This is a basic human need and is the most effective persuasive tools. This is because Nicki is a sex icon, this is also backed up by the clothes she is wearing. This sex appeal is also emphasised in her body language. Give the product the ideologies that the product will also give you this sexiness. It also appeals to beautiful women, as men and women both adore her. The audience that is being targeted in this advert is the explorer, as they are always looking for something new. Also think it targets the aspirer as its give them the status they want. for example  by them having that drink, they feel like the can relate to Nicki's lifestyle.

7.Reward and Punishment in advertising 

 The NHS advert is an image of a small child inhaling second hand fumes from a cigarette. This is an example of reward and punishment because it makes the audience think that if they smoke around their children, it will affect them just as much as it will affect them. This advert also uses reward and punishment to relate to the audiences Safety Needs and also their Love and Belonging Needs. This is why the NHS have used a baby as the subject of the advert. Also it touches on the needs for nurture, as your not looking after your child properly and putting them in danger. The advert is aimed at the mainstream as it  interferes with there core needs of security, which is familiar to their everyday lives.