Lines of appeal | Homework

Use of humour in adverts
Money Super market



This advert promotes Money Super Market which is a way to make insurance easier to use. The advert uses three men, Dave, Collin and Gary to advertise there brand it shows the audience the unexpected as typically builders don't usually break dance and its not everyday we a see a man wearing heels and hot pants. The advert is very memorable as its hard to forget, and uses the hit song Worth it by Fifth Harmony which will appeal to the watcher is they are into pop music. This would appeal to the main streamer from the Young and Rubicam 4C's model as it offers security and protection over families as it helps you get secured insurance. I would also say this appealed to the main streamers because it is shown a lot before main stream shows such as, soaps, talent shows and reality shows as well as it being on the main channels such as ITV, BBC. It also presents the ideology of protection for example, most people need protection in their everyday lives therefore, the company provides that with things such as, breakdown cover, income protection and mortgages.

Use of slogans in adverts
Kit Kat


Kit Kat is a very popular mainstream brand of nestle chocolate. Besides the famous red packaging and the enjoyment of the chocolate bar it has a memorable slogan which is " Have a break have a Kit Kat." This is imperative slogan which demands the audience to complete the action. This slogan would appeal to busy parents or people who have full time jobs as if this was heard on the radio TV etc, whilst in work or in the day time it will make the audience want to sit down and have a break, to have time to relax and take a minute to enjoy the chocolate. It reinforces occasional snacking and why Kit Kats are the best option it uses "have a Kit Kat" in the title as it presents Kit Kat is the best of the best it doesn't say "have a break , have some chocolate" it uses the brand in the slogan which makes it memorable for the audience. It will always spring to mind when they do need a break the chocolate will come to mind. The comma in the middle of the sentence reinforces how they could be waiting a comma means a pause so they could be waiting for you to do what it is telling.

Shock Tactics in adverts
NSPCC

The National society for the prevention of cruelty to children is an organisation which focuses on helping children's lives and keeping them safe. This advert shows a young boy who looks scared it uses shock tactics because seeing young children and babies gives us an automatic reaction for the need to nurture. This is a great way of advertising the organisation as it raises awareness and makes people help out and call the number shown. It juxtaposes the fact that children or babies are usually protected and cared for this is the opposite as the child is in danger or had been neglected which shocks the audience. It makes us want to protect and ensure that this doesn't happen any further. The words "don't" is imperative as it is an order it makes sure we "don't" wait until we are certain you need to call the number provided to make sure you are not too late.

Stereotypes in advertising
Del Monte Ketchup

This is an advert advertising Del Monte Ketchup, this is a well known brand of ketchup it reads "even a women can open it", this is basically saying that it's so easy to open women can open it. This is saying women are weaker than men. I can imagine a lot of controversy around this advert as it's presenting an ideology of sexism. The woman also has flawless skin and classic red lips this is also presenting that all women should look perfect. Her facial expression looks shocked that she can open it. It is sticking to the stereotypical meaning that men are stronger than women. Moreover, the word 'Woman' is underlined which shows how they are reinforcing how easy it is to open. I think it is hard to say who this advert would be aimed at as women will most likely find this offensive.

Intertextuality in adverts
Compare the Market


This advert is advertising Compare the Market it provides insurance, utilities and rewards it uses the classic meerkats that the company constantly uses, however in this advert they use Arnold Schwarzenegger to represent the brand. They twist the famous "ill be back" by saying "we'll be back" this shows intertextuality as they are using a famous quote from a film Schwarzenegger was in "The Terminator". This quote will appeal to the older audience such as, parents as the film was made around the time they where growing up so it could create a sense of nostalgia. This is fitting because the advert is aimed at the older audience it reinforces who the brand itself is aimed at parents with families for example; mainstreamers who are looking for security for there families.

Elite persons in advertising
T Mobile

Kim Kardashian West is a television personality with a successful TV show Keeping up with the

Kardashian she is most known for her selfies. T Mobile teamed up with Kim to make a humorous ironic advert, they have used Kim to be the face of the company as they are advertising lost data therefore, they obviously wanted an elite person like Kim who has knowledge on things like this who is a social media genius to show how important data going back to wireless companies is. This advert is mostly played before YouTube videos as its not really mainstream enough to make it on the television constantly, and people who are watching YouTube videos are most likely to be more prone to the media and know what Kim's branding is.