Lines of Appeal Homework

1. Use of humour as a persuasive device.

This advert for Colgate uses the juxtaposition of nice white teeth compared to the danger of the great white shark; making the feared specimen not so threatening which can be considered ironic. The advert shows that "with Colgate look how nice your teeth will be" no matter whether you're a regular person or even a great white shark. Furthermore, that a nice smile is always considered non-threatening.

The target audience would be the mainstreamer from Young & Rubicam's 4Cs model as Colgate is a main stable of everyday society as it is the most popular toothpaste company. Moreover, the ideologies encoded in the advert are that no matter what a nice smile is always nice and can be available to anyone, yes even a great white shark. 

2. Use of slogans.

The slogan is effective as Tesco is seen as the brand "for the people" therefore showing the flexibility to fit with any of Tesco's messages. Whether it's referring to value, quality or service the slogan can be applied to each one.

The slogan being three words make it easily memorable. The use of help can be interpreted two ways, whether the customer is helping the brand by buying from their store or even possibly complaining as it may "help" the company improve. Also the company may help by providing a family food and simple necessities, a connotation of this could be that even if the item is small and only helps a little it'll still be a success for Tesco as they've helped even it is such a "little" thing.

3. The use of shock tactics.

This advert for the NHS urges smokers to "fight back" showing the true damage of smoking although it is unseen due to being inside us. Without the headline the initial thought may be perhaps he has been in a fight as this shows the outcome of it however the audience may have a personal identification once they read the headline as them-self may smoke. Creating a possible shock reaction from them as they see the actual damage that can be caused due to smoking. 

4. Stereotypes in advertising. 

This Mr. Clean ad reinforces the stereotype of what we used to believe a woman should do, showing a woman and possibly her daughter cleaning together. Further emphasising the stereotype that no matter what age a woman must know how to clean, even doing their "job" on their celebrated day. This advert can be viewed as very misogynistic as it is "Mr. Clean" rather than a Mrs. and that how the advert uses the imperative of "get" to suggest that our Mr. Clean here is demanding the woman to clean, and suggesting that she is a lower class of person due to simply being a woman which is purely wrong on multiple levels.

  5. Intertextuality in advertising.

This advert for the 2010 movie Tooth Fairy starring Dwayne Johnson references Jack Nicholson's "You Can't Handle The Truth" line from A Few Good Men. The use of replacing truth with tooth can be seen as comedic as it has a less serious tone than the original line; possibly rewarding the audience for recognising the original quote however, it can be considered that a person doesn't have to know the quote to understand what the ad is. The ad having personal pronoun "you" may make the interpreter reflect on themselves, possibly questioning if they know where the original quote is from.

6. Elite Persons in advertising.

 David Beckham is the celebrity used in this advert for Emporio Armani's underwear range. The use of Beckham could represent many qualities that EA want to promote. Beckham represents prestige, success, being one of the most marketable athletes in sport, as shown by this ad but many others too. Beckham has consistently ranked among the highest earners in terms of football. Furthermore, people simply aspire to be Beckham whether it's as a footballer, husband or model, the product being represented by such a person must imply that the product itself is of a high prestige.

7. Reward & Punishment in advertising.

There are a few ideologies with this advert mainly punishment. The central ideology is that children are vulnerable which contradicts with the strong term of "hate"used by the child which can challenge our need to nurture especially the fact that there is a possibility that this child has been struck and we want to protect this child from this event re-occurring. Also feeding into an audience's need for Love & Belonging as we want to take care of this child and love this child like their parent never did.