Lines of Appeal | Homework

1. Humour

An advert that I have found that attempts to use humour is the Just Eat adverts. There are a few of these adverts, where it shows people ordering something from a takeaway in the tune of famous songs. Humour is used to make the company come across positive as oppose to what it actually is, which could be seen as quite boring. Also, Just Eat could be used as treat for people, so if the advert was boring and serious it wouldn't be as enjoyable for people.
The target audience would be Mainstreamers due to the normality of the situation in the advert, for example a couple ordering food. Relating to the Income status model it also could be aimed at middle class to skilled working class, as the people in the advert don't look upper class, however they also don't look like people at the lowest level of income, therefore the middle classes to skilled working class would find these people relatable to a certain extent.




2. Slogan
A slogan that I think is memorable and effective is McDonalds 'I'm loving it.' I think it's an effective slogan because although it's only 3 words, it's easy to remember and promotes the brand in a positive way due to the word 'love' being used. When on the TV or radio, the slogan is heard with a catchy tune, which also makes it effective because people will remember it along with the tune. Also, the use of the word 'I'm' connects with the audience, as it may make them feel as though they are actually loving it as the slogan says. The word 'it' makes me think that 'it' could be anything therefore opening the audiences mind up to the range of food that McDonalds has to offer.


3. Shock Tactics
An advertising campaign I have found that uses shock tactics, is an anti-smoking advert, clearly aimed at smokers. It shows a normal, typical man, who comes in the garden with a cup of tea, and then gets out a cigarette. The noises in the background sound just like you'd hear if you was there in that situation, for example you can hear a bit of wind, dogs barking and birds. This could've been done to make the audience feel as if they are in his ,or maybe someone he knows, situation, to possibly empathise with him or the people around him. We can see many close ups of the cigarette, to create an atmosphere and it makes the cigarette come across like the topic of the advert. Then, we can gradually see the cigarette represent someones insides being damaged. This is the main shock tactic used in the advert because I think it will hit smokers, that this is what is going on inside their body. Their is camera angles used, such as a close up of the mans face, to create an atmosphere as we can see into his eyes. Also, theres a shot of a bird flying away from his garden which could represent many things in a smokers life, for example family and friends - as the extent to which their smoking could push them away, or maybe themselves, because if they carry on smoking, they're damaging themselves, possibly to even death. The voice in the background also creates an atmosphere due to it being the only sound, and its deep and serious.
The ideologies associated with the adverts, would be that smoking is bad for your healthy, and is also unattractive to the people around you. Linking this advert to the Media Effects Debate, I think it relates to the hypodermic syringe model, because the encoders aim is to make the active audience act on the advert, like stopping smoking.


4. Stereotypes
An advertisement  that I have found uses stereotypes is an advert for Smyths Toy Store. It shows a young boy in the toy shop, leading his mum to the aisle filled with wrestling and fighting figures, whilst dressed with a cap on backwards and quite untidy. It promotes ideologies that boys need to fit in with societies idea of masculinity, meaning he needs to be strong and big, and enjoys rough activities like fighting and wrestling, therefore doesn't challenge the usual stereotypes of what is expected of boys.


5. Intertextuality
An ad that I've found that uses intertexuality is an advert promoting the cleaning products Flash. Intertexuality is used in the advert through the use of a very famous song by Queen, which I think is a recognisable for a wide audience, particularly the older generation who will also recognise the song from Flash Gordon. The fact that this song could be seen as very popular, is the reason it's also used to promote their product, as it may reflect the quality of their product as popular and hopefully recognisable. They have made up words to fit the purpose of their product and the tune of the song which will also make this advert memorable  because it will stick in people's heads. Even if the audience isn't familiar with the singer, words, or background of the song, they will probably remember the tune.


6. Elite Persons
The advert that I've seen that uses elite persons to promote their brand/product is Oral-B who use Shakira to advertise their new 3D white toothpaste. I think Oral-B have chosen to use Shakira to represent their brand, because she is one of the most well known artists and performers in and around the world today, therefore advertising their brand and products to wider audience across the world. Also, people view Shakira as 'a perfect woman.' By this I mean she has a good body, and looks attractive so people will be drawn into the product she promotes and uses, to possibly feel as though if they use the same product as Shakira, they might even begin to look like her. In the advert, we see her looking candid, yet still attracting people's attention which people will be drawn into.

7. Reward & Punishment 
The adverts used for Rewards and Punishment is a Save the Children Ad. This advert mainly seems to offer punishment as it could make us as an audience feel guilty about the state some children's lives are in. Paul OGrady, who's the elite person in this ad, uses language like 'if you love this country' and 'if you care about our children' to emphasise the fact that we should be doing something to help the people poorer than ourselves, and uses the word 'our' to make us feel connected the poor children he's on about. We also see various images and clips of the deprived children to try and make us feel a sense of guilt to persuade us to donate. However reward is offered when he tells us that we can make a difference to these lives by donating  £2 a month, and providing us with a number to also donate money. He uses to direct language like 'you' to make is come across like he is talking specifically to each individual person, so therefore we feel as though it is our responsibility to help the children, which in return rewards us.