Lines of appeal

Media Studies:

Use of humour as a persuasive device – Specsavers advert http://www.youtube.com/watch?v=w9J_q2OUzis

This advert for Specsavers (a glasses company) uses persuasive humour in order for you to buy their product. The old man and woman on the roller coaster had no idea that they had got on there. At first we see them sitting down by the sea which is what they thought it was, then we see them blasting off on the roller coaster. The slogan “Should’ve gone to specsavers” gives the audience the feel that this wouldn’t have happened if they had just got to this company, instead they didn’t and this is the kind of stuff of what would happen to you if you don’t go to Specsavers. This is obviously taken to exaggerated proportion in the advert, creating an impossible situation, which is ridiculous and incongruous to real life. They are just putting humorous in to the advert to make it persuasive enough for you to go their company and buy their glasses.

I  would say that the target audience would be the struggle as they would need “safety needs” for them selves, which the glasses would help them see better and not do the wrong thing. Also the main target audience would obviously be people who need glasses, as it would be no use to the people who don’t need them. The ideologies encoded in the advert are that you would need great quality glasses to help you through out the day without accidently putting yourself on a rollercoaster. The advert uses an elderly man and woman because their eyesight is not the best, they used the roller coaster because when you go the theme park you never see elderly people going on a big roller coaster, as it would shock them seeing that from the advert.

Use of slogans – Tesco: Every little helps

http://www.youtube.com/watch?v=2b5GzgBz68w

This slogan has the ideology that Tesco are making it easier for their customers to shop, saving us time and money. The slogan “Every little helps” is saying by shopping at Tesco it is helping you in every day-to-day life. Its not saying if you shop at Tesco it will make you rich, it is basically saying you will be better off and would save money, and these little things do help. Also Tesco is now the number 1 top supermarket in the UK with Asda in 2^nd and Sainsbury’s in 3^rd. This slogan has helped Tesco to come number 1.

The word “little” in this slogan is not saying it would make a huge different in your life, but it would help you a little, as it has cheap prices and great quality food and products, and as it has cheap prices it is saving you money than shopping at anywhere else. The word “help” has the appeal of need for guidance, as Tesco are saying that they are helping the customers out when they shop there. Also it is like a mother or father figure as they are caring for you and you don’t have to worry, Tesco are staying loyal and trustworthy to them by sticking to what they say.  This slogan is in small black lower case letters and “Tesco” are in big red upper case, which makes it more vibrant and stand out more.  The slogan looks like it has been handwritten, like t is a personal letter, Tesco are writing it to you and mean to stick by it.

I would say the main target audience would be people who like cheap prices with good quality.