1) Humorous Advert
The advertising campaign that uses humour as its main persuasive device that I've chosen to analyse is Evian's Baby Campaign. This advert consists of a group of baby toddlers in roller skates street dancing in a park. Although it is completely unrealistic, you cannot help but laugh. I believe this advert targets everybody as their target audience. Both genders can be maternal / paternal and no matter what age you are - 60+ you could be grandparents, 20-40 you could be new parents and 18 and under you could have a younger sibling therefore all ages have a soft spot for babies. However, this campaign isn't targeted for their audience to soften when watching it, it's intended purpose is to make babies humorous by putting them in situations they'll never be in. You will never see a 1-2 year old child skating round a park doing a hand stand yet because Evian has created this image you cannot help but laugh. This ad also includes "naturally pure". This connotes with both the baby and the water. Evian is trying to convey their brand is as pure and natural as a baby. Also, the children in this are energetic, happy, healthy and refreshed as they are able to do unimaginable tricks therefore this advertisement is implying that this water is the reason that those babies are so full of life and joy - the one thing any parent wishes on their child. Although it is a humorous advert that you can't help but laugh when you see it, it also has a sweet sentiment behind it that is the reason all ages will buy the water. I believe this advert appeals to both the mainstream and explorers. The mainstream mostly because the majority of the population have a small child in their family and therefore can relate and identify with the advert. The explorer too will enjoy this advert as it isn't like the usual water, healthy branded product's adverts. For example, a cliché, stereotypical ad would include an incredibly fit young man or woman drinking the product signifying that the water is what makes them so healthy. However, this campaign shows the explorers that being healthy doesn't necessarily mean you need to have the slimmest body or the best muscles and figure. Being healthy means being happy and enjoying yourself which is exactly why I believe that this is meant to appeal to explorers - to show them the real reason of what being healthy and "naturally pure" is.

 

2) Memorable Slogan

This is the famous fast food restaurant's slogan "I'm Lovin' It" by McDonalds. I believe this slogan is effective and memorable for many reasons. For example, it is extremely short and catchy. It's only three words yet the majority seem to connote this brand with this slogan. The "I'm" could represent anyone and it is extremely confident of McDonalds to include this as it is assuming everybody is "lovin'" their product. Also "I'm" is present tense which assumes that you will never not love this brand, you will always use their products and you will always love it too. They have deliberately used "I am" not "I did" or "I was" which is implying the consumer will never be disappointed. The "'" in "Lovin'" suggests that whoever is saying "I'm lovin' it" loves the food so much they can't finish the full word and instead are reduced to using contractions "lovin'" as their satisfaction is too hard to vocalise. Using "love" instead of "enjoy" or "like" exaggerates how impressive their product is and is vital towards how successful their persuasiveness is. They are proving to the audience that their food is not satisfactory but addictive as you will always be "lovin'" it. The "it" in the slogan is open to interpretation as the brand doesn't specifically identify what "it" represents. As McDonalds is famous for their selection of fatty food and drink for any time of day, "it" could really mean anything. You could be "lovin" the customer service, a specific drink, ice cream or breakfast menu. This is why I believe this slogan is so successful and effective as McDonalds is proving - using this slogan - that no matter what you wish to consume there, you will undoubtedly love it. The oozing confidence of this statement causes the audience to trust McDonald's due to the lack of uncertainty.

 

 

 

3) Shock Tactics
This anti-smoking advert uses shock tactics in order to get their point across to the audience. As smoking is a major cause for lung defiency diseases and is one of the main causes of death in Britain each year, shock tactics has become the only way to stop people from smoking. The packets even have "smoking kills" printed on the front and the whole of October is dedicated as "Stoptober" in order to stop smokers even if its temporary- yet it still doesn't work.
This advert shows a painfully pale man, void of any emotion, smoking a cigarette and shaking slightly. This conveys a lot to the audience. For example, as the man is shockingly pale, it causes the audience to question whether the reason he is so undoubtedly ill is because of the nicotine he's smoking. That is alarm number one. The second alarm is his facial expression; emotionless. He looks like the life and soul has been drained out of him and he has nothing left, almost zombie like. This causes the audience to question whether the reason he looks so depressed and dead is because he's become addicted to smoking which has overtaken his life causing everything else in his life to disappear as he has now prioritised smoking. The man appears isolated with nobody around him. This signifies that smoking leads to being socially introverted and isolated as it controls you - it is dangerous to you and whomever is around you as second hand smoke is equally as toxic. This implies that if you continue smoking you will lose those around you. The fact he is shaking whilst he's smoking proves he is addicted and he physically cannot relax without nicotine. This also magnifies how smoking can also affect your mental health as it is clear he is suffering from anxiety. The main focal point of this advertisement is the imagery. Suddenly, a tumour breaks out of the cigarette whilst he is smoking which implies that he is unknowingly killing himself. The more he smokes the bigger the tumour grows which suggests that by continuing to smoke will only result in tragedy. This imagery causes the whole audience watching to inwardly beg him to quit smoking as now the cigarette is viewed as a toxic, deadly disease. This triggers a response from the audience. The fact that this advert is sponsored by the NHS is the most important factor of this campaign. This shows that medical experts verify that this message and ideology is medically correct which should shock the audience the most - not only is it disturbing to watch it is disturbing as it is nothing but the cold hard truth.




4) Stereotypical Adverts
This advert is by the famous children's toy story Smyths. I believe this advert gender stereotypes young children. In this advert, it is targeting young girls to buy a Barbie. I think this is stereotyping what toys girls like. There aren't any ken dolls included in this advertisement and it is gender appropriating what certain genders should be playing with. We live in a generation where boys and girls are expected to be raised the same and this advert diminishes any movement towards equality for genders. This ideology implies that girls should grow up feminine, wear lots of pink, play and focus on their dolls without an interest in anything else. This carries the old fashioned ideology that women are the submissive gender who only care for feminine products and only care for their image - the Barbie being the metaphor for their self esteem and aspirations in life as women are stereotyped as vain and materialistic which is exactly what Barbie represents.





5) Intertextuality Advert
The ad I'm choosing to analyse is the Galaxy Chocolate advert. This uses an example of intertextuality as they have an actress who has a striking resemblance to the late great Audrey Hepburn. Though today's generation might not be familiar with who she is, she has one of the most iconic 60's look similar to Marilyn Monroe that her name has become a household name. Her image and style is arguably one of the most iconic of the century. Therefore the majority of the population will realise who the actress is trying to portray. The reason I believe Galaxy specifically chosen Audrey Hepburn as their representative is because she is known famously for her classic image with divine taste and expensive lifestyle. Galaxy is therefore trying to connote their brand with classiness, elegance and sensational taste. Hepburn's image is being used to represent Galaxy therefore whatever she stands for that is what they want to stand for too. They want the audience to know that their chocolate is of such a high standard that even Audrey Hepburn would eat it. If it is good enough for her it is good enough for you.





6) Elite Advertisements
This advertisement is for the high fashion brand Pull and Bear. This fashion brand is known worldwide for their quirky sense of fashion taste different to the mainstream brands. The people in this ad are the famous social media power couple Jay Alvarrez and Alexis Ren. This couple is known worldwide for their luxurious lifestyle as both of them are models. Their social media is an accurate depiction of their lives as they frequently post on Instagram their latest adventures whether it be in Spain, Maldives, Hawaii, Greece or Tahiti - to name a few. They have gained a mass following on social media for their desired lifestyle as they seem to be in a different city each week. This advert shows exactly the life they live. Here, it shows them at several different beaches, riding waves, surfboarding, appreciating nature from wildlife to watching the sunset. At one point they are positioned literally at the top of the world - standing on a giant peak overlooking one of Hawaii's beautiful beaches it captures them standing higher than anything else in view. Another part shows Jay doing a breath taking skydive - which he frequently does wherever he travels. This lifestyle is squeezed into a small two minute advertisement clip. I believe Pull and Bear distinctively chosen to have Alexis and Jay as their representatives as this intertextuality proves how even those living the life of luxury can wear Pull and Bear - it is that comfortable and popular. The audience get a sense of awe and appreciation that even successful supermodels wear affordable clothes that are available to the public and it creates the feeling of anticipation almost as if you should buy from this brand immediately just because Jay and Alexis wear it - an aspect that would appeal to the aspirer.




7) Reward and Punishment Advertisement
This advert is a celebrity endorsement by actress Jorgie Porter who is famous for starring in the soap opera Hollyoaks. This is her sharing her personal struggle growing up with acne. Immediately this helps those also suffering with acne to personally identify with her and this text. As she appeared in the reality show I'm A Celebrity Get Me Out Of Here the British public saw her at her most vulnerable and exposed when she was starving with little amenities to help her survive. It was here she used toothpaste to cover her acne due to her massive insecurities. As a part of growing up as a teenager is having poor skin, many people will have tried toothpaste to cleanse their bad skin (guilty) which makes this ad so relatable. Due to the fact it is a certainty Jorgie had acne and suffered terribly with this insecurity, this puts her in a very trustworthy position. The audience identify with her as during the ad she seems to have impeccable skin conveying to the audience her secret is using Proactive. This positions Jorgie as an honest and trustworthy representative as she has previously been in the position of the audience - looking for trusted, effective brands to end their misery. Therefore she has no reason to lie to the audience. This gives the audience the impression that if this skincare product is successful on a girl who's suffered tremendously with her skin to the extent of being bullied online, then it will work for them. Also Jorgie makes it blatant how no other brand works as good as Proactive - resulting in the audience to feel like if they don't buy the product, their skin will be punished with more acne and if they do buy it their skin will be rewarded with clear skin just like Jorgie.