Lines of Appeal Homework

1.

This advert for Lamisil foot cream and it uses the image of a foot against a face, a foot that may not even be her own. The fact that the woman is so infatuated by the smooth feel of a freshly creamed foot on her cheek makes it humourous. Equally, the idea that the foot may not be her own OR the fact that if it was her own she would be positioned in a completely ridiculous way is also funny. The audience is left to decide what the story is behind the advert. Feet and faces are not something that generally encounter one another so the juxtaposition of the two is the main premise behind the advert's humour.

While being a humourous advert, the point is to advertise the cream. It appeals to the succeeder audience member as well as the explorer in some ways. The succeeder can see that the woman is enjoying her smooth foot which is something that benefits her, this idea appeals to a succeeder as they only want the best for themselves. The explorer is able to appreciate the uniqueness of the advertisement as they will be used to seeing foot cream adverts with the main focus being a foot, not a face and a foot. It catches them off guard as it breaks away from what is expected from an advert like this. To an extent, the text appeals to the mainstream as Lamisil is a well known brand that they know they can trust.

2.

This slogan contains a single sentence and is the official tagline for Disneyland. Disneyland and Disney in general is a huge business and it is recognised worldwide, with this slogan describing what many would agree with. The use of the superlative adjective 'happiest' implies that there is nothing else that is as good as Disneyland, nothing that can come close to the amount of happiness that it brings. The use of the full stop makes the audience read this slogan like a statement that can't be argued with, a statement that is just fact and there is no more need for discussion. The use of the determiner 'The' reinforces the idea that Disneyland is definitely the happiest place and thus persuading the audience of the fact. The use of the noun 'Earth' increases the scale of the statement. The audience are led to believe that Disneyland is the happiest place that they could possibly visit, it cleverly convinces the audience to attend the theme park by suggesting that there is nowhere else they could go to be as happy.

3.

This WWF advertisement uses two images of the ocean, one with a fin and one without. The advert has a preferred reading where the audience will understand that the image without the fin and the copy "more horrifying" is suggesting that animal extinction is a thing of horror. A negotiated reading would be that when sharks can't be seen, it is scary because they could be anywhere, the copy would still make sense but this would not be the point of the advert.

The copy in the left image, 'horrifying' does present sharks as a bit scary and the creator of the text understands that some people are scared by sharks but when compared to the copy in the right image it shocks the audience and makes them realise that having no sharks at all would be even scarier. It is suggested that as humans, we are responsible for the horror being created. It implies that while we have created fear around sharks (Jaws and general other shark media) that we are also causing the extinction of sharks. The two images are positioned as if the audience are seeing the world through two eyes. In the left eye they are shown the shocking image of a shark in water which could cause fear, then in the right eye they are shown the potential future and highlights the social issues that surround animal extinction. The audience will find the text shocking because of the positioning of the two images in this looking glass format. The audience are forced to see both sides of the problem.

4.

This advertisement uses the copy to create the impression that the man is being described but then another piece of copy negates that idea and we see that it is in fact the cleaning product that is being described. The three adjectives are something that men are supposedly meant to be and it is implied that a woman would be attracted to the cleaning product as it fits what she is supposed to want a man to be. Not that the product is intended to replace a man but it is supposed to be equal to a man.

5.

This advert is for some Samsung earphones but it cleverly uses a reference to Elvis Presley which can be recognised by most people but not all so the audience members who get the reference will be rewarded.

6.

Bruce Willis is being featured in this advert as a trusted elite person who the audience should listen to. The copy that states this vodka is the BEST that Bruce knows suggests that if it is good enough for Bruce then it is something that the audience should appreciate.

7.

This advert plays on the audience's need for love and belonging. It uses the copy to compliment the ideas shown in the image. The rhetorical question makes the audience consider their position in the world which threatens the audience's needs.