Approaches to textual analysis of avertising

Persuasive tools
The use of Humour

In this advert pedigree adds humour by using the 'dead bird' to highlight a dogs bad breath. It is highlighting the importance of using this product but is also making it less serious and is adding a comical twist to it to make the ad much more interesting to look at. This ad appeals to the basic need of nurture as you would want the best for your pets or child.



The use of Repetition

The slogan 'Because your'e worth it.' is well known around the world and has been used in nearly all of Loreal's adverts. the brand Loreal focuses more on beauty products for women rather than men. The slogan connotes that if a woman buys a certain product of Loreal they are worthy of this product. Some women will here this slogan and will interpret to mean that they should go and buy this product as they are 'worth it' it makes them feel important. This ad appeals to the basic need of aesthetic sensations: beauty attracts us, makes us feel enhanced- it is the basic need to get the best out of this beauty products. Also the need prominence- we want to be admired and respected; to have high social status.- by buying this product women are being admired for their beauty tips and products but also think they are 'worth it' due to the slogan.
 The use of shock tactics

This advert is for the the company/organisation WWF who protect endangered wildlife and environments, also deals with issues of climate change and tries to promote ways in which we can improve these problems. The advert is presenting what looks to be a father aiming to shoot a child in a tiger suit. The child looks like she is having fun in the environment she is in and doesn't seem to notice the danger that is pointing at her. This would be shocking to an audience as this is not seen as normal, and leads the audience to feel guilty and question wether hunting animals is acceptable. This ad appeal to the basic needs nurture as you want to protect this child but also the tiger.

The use of stereotypes
This advert for mini coopers uses the stereotype of women being bad drivers. It suggests that this car is perfect for a women as it is simple to drive and does not require much thought into driving it.

The use of intertextuality 
Many episodes of the Simpsons use intertextuality. For example one episode involves a remake of the
famous scene from the film Psycho. This scene is very famous and therefore the audience who will
watch this episode will understand the meaning of it . Recognising this will reward the audience for having knowledge of the movie.




The use of Elite Persons
David and Victoria Beckham are use in the Armani underwear advert.The choice of these celebrities is clever as they represent success and money. These are ideologies that Armani want people to associate with the brand. In the ad they have a look of elegance and class. The ad is unusual as it is quite personal, the Beckham's are guarded on their personal lives. To see this advert is shocking but intriguing.

The use of Reward and Punishment