Lines Of Appeal

1.The use of a persuasive device: Humour. 

Cadbury's have made numerous advertisements that provide humour to persuade the audience to buy their chocolate. One that I think is most effective is the 'Gorilla' ad, this is because of how different it is to any other advert. In the advertisement there is a gorilla sitting at drum kit and is listening to the iconic song In the Air Tonight - Phil Collins, the gorilla then goes on to play along with song's famous drum fill. Playing the drums is such a normal thing to do but the fact it's a gorilla playing them is what adds humour and makes it different. As well as making the audience laugh, the advert also intrigues people and makes them want to join in with the climax of the song and be involved; making it more enjoyable for them by creating a buzz as everybody in the UK was doing the exact same thing. Nostalgia is also used as the song will definitely bring back memories for people which is another reason why it is an effective choice of song. This text clearly persuaded people as the sales revenue for Cadbury's chocolate went up 5% and the advert was later shown in different countries around the world. 

The target audience would be the Explorer from Young & Rubicam's 4Cs model. The ideologies encoded in this advert could be to show if you eat the chocolate it may give you a wider imagination or perhaps just to be ridiculous and encourage the silliness. However, the gorilla has no reference to the chocolate bar or the company but was used for selling purposes. The advert itself doesn't advertise a hard copy of the chocolate bar by showing the texture or taste and people could be easily frustrated by this as they won't understand the meaning. But, what if the advert has no meaning? This would particularly appeal to Explorer's as they seek difference as they'll see the text as an opportunity to use their imagination on deciding the meaning. 

2.The use of Intertextuality in advertising.

The text is an advert for a Volvo car, it uses intertextuality by relating it to Snow White and the Seven Dwarfs. The woman standing beside the road is dressed as Snow White and in the top corner it says "The Volvo XC90. With Seven Seats. Sorry." which implies The Seven Dwarfs. This could mean that because this car is able to fit the seven dwarfs into this car, people with big families could benefit from this car. If this is a family car using Snow White in the advertisement is clever as it is a well known family Disney film. Snow White appears to be hitch hiking as she wasn't able to fit into the car however all seven of the dwarfs did, so a hidden message could be, by buying the car you're able to get a large amount of people in it.

3.The use of Stereotyping in advertising.

The woman in the car seems to be very feminine and looks surprised she is behind the wheel. The text says "The mini automatic. For simple driving". This is  a gender stereotype  and is being portrayed here by implying that driving a manual shift car is too complicated for a woman so the 'Mini Automatic' inventors have made it as simple as possible to drive a car, just for women. The woman could be described as a 'typical' woman as she is well groomed: her nails are painted pink (seen to be a very girly colour) she has make up on, her hair is clearly taken care of and the woman also has a lot of jewellery on. This also stereotypes women as only caring about their appearance and being overly concerned with their looks. The expression on her face is as though she's quite hesitant to be driving a car or as though she is still confused on how to drive one properly as women supposedly can't do so properly.

4. Reward & Punishment in advertising.

There are a lot of celebrities within this advert, like the use of elite persons, this makes the audience at hand want to buy the product more as they want to be like the elite persons. The advert offers a somewhat physical reward, as the slogan is "Gillette, the best a man can get"  implies that if you do not buy Gillette and use it, anything else that you use will be rubbish and won't do as good a job in comparison. This can then mess with the audiences self-esteem and the way they feel about themselves, somewhat pressuring themselves into buying the product just so that it makes them feel better about themselves. 

5. How Elite Persons are represented in advertising. 

This text is an advertisement for Revlon, starring Emma Stone (Revlon Ambassador). The actress is admired by many because of her lead roles in popular films and also because of how strong her personality is. In this advert she represents natural beauty; she says "every girl has secrets" and then shares one of her own secrets, even though her secret has affected her throughout her life the audience are able to see she is just a normal person, making her more of a relatable person. By her sharing a personal secret and making it humorous through her tone of voice allows a tenor between her and the audience to be made. She then suggests that the product is so good at looking natural that it is another secret of hers by making her look like she has no make up on whatsoever making viewers want to look that good without people knowing their secret too. Emma Stone is known for her captivating looks and bold personality making her very important in this text as women/girls will see her and aspire and desire to look/be like her. This would make people want to by the product so they are, in turn, able to perceive themselves more genuine like Emma Stone

6. Use of Shock-tactics in advertising.


NHS are advertising anti-smoking in this text, there is an image of a small child inhaling second hand fumes from a cigarette. The fumes have been made to shape a hand around the child's throat to show that you are harming him too, as a smoker. An audience would find this shocking because smoke fumes are invisible so you cannot physically see the damage they do but this advert definitely emphasises just how much it does do by harming the child and not allowing him to breathe properly. Moreover, the facial expressions on the child suggest he is confused/unsure on what the smoke is doing to him. The background is grey, the same colour as the young boy's t-shirt and also the fumes. This could be to show the gloominess of the advertisement, as well a strong message being on a boring background which really emphasises how important the message is. 

7.Use of Slogans in an advert.

Maybelline cosmetics adverts have one of the most poplar and well known strap lines ever. The company have paved the way for women to enhance their beauty, even if they aren't born looking like models. This has a positive ideology as we're able to be and feel beautiful. This slogan would target our esteem needs and therefore the audience group the Aspirer. This is because The Aspirer believes and follow more superficial things and they are driven by other people's perceptions of them. "Maybe she's born with it, maybe it's Maybelline" could mean that people are talking about this woman in a positive way because of her appearance, which supports the Aspirer's core need for Status.