Lines of Appeal

Lines of appeal 
Question 1: Use of Humor as a persuasive device 
"Perhaps it's time to turn to Pedigree light dog food"

This advert for pedigree (A dog food company) uses a very simplistic idea that is used for other adverts that involve food or weight. It is the idea of when you get to fat and get stuck, however, with dogs, this seems highly unlikely when they are active normally. This is funny because it's a funny situation that might happen in an everyday household, but obviously not to every dog. It also uses the stereotype of cats and dogs hating each other, which suggests that the cat has put the flower in a way funnier position. It also persuades because the fact of you wouldn't want your dog to this.
The target audience is the Mainstreamer from the 4Cs. This is because it is quite common for a person to have a dog in society like Britain. The ideology of this advert is simply to tell you to keep your dog healthy and aren't doing it any good if you feeding it the wrong things. It is using the punishment/reward strategy, suggesting the product is saving them from the punishment of obesity. This could also be aimed towards succeeded, simply to make sure there dogs are extremely healthy and well trained so they can be the perfect for their perfect and controlling owners.


Question 2:Use of slogans

Even though this slogan isn't as popular as Nike's, it still holds a powerful message and persuasion. It is effective because of it's well known and powerful. It has been known for while and I will be evaluating why it is still as powerful as it is.
The slogan is very similar to its competitor, Nike, It is three easily remembered words. However, it has a different effect, it suggests a theory as the advert suggests that Impossibility is nothing without having a negative opinion on it. For example, If an audience member believes they aren't good enough for the Olympics, if he changed his opinion and works insanely hard at it, They can do it. It's massively motivating. That's how it links to an audience. It's a positive ideology on life that anything can be done with the right mindset and motivation. Again, Nike is similar but both approach the situation differently.

Question 3: The use of shock tactics

This advert is for Burger king's new burger released a while ago called the 'Seven Incher'. This adverts was banned almost everywhere besides certain place in America because of the hilarious but extremely suggestive photo of the Women with her mouth wide open for a 'Seven Incher.' This lead to many people complain and saying it was suggestive because it has references of oral sex. It also would have been taken down because it is degrading towards women because it suggests them as submissive and being a tart in a way. This mean that the hypodermic syringe model would be in effect, but simply, not all the audience are passive robots waiting for commands, unable to perform for themselves. In Modern advertisement, it is seen as if the person doesn't agree with the ideology, they can simply dismiss it. Just because this advert suggested these things about women, it doesn't mean they will pick up the advertisers Ideologies.
The advert is shocking because it attacks the safety of our fragile minds, we can't have it around on tv or other media because it is sexual, even though nothing is actually performed. It was shocking because of the fact it is a family friendly fast food restaurant, parents wouldn't want their children seeing that. Another shocking factor could have been that it shows off a bad lighting of women, in a time where feminism is strong in numbers and controversy. It could be
seen as it was having a hit at women's rights, but that is a long, long shot, however, it is up to the audience and how they read it.

Question 4: Stereotypes in advertising

These adverts uses it's covers to show the stereotypes between men and women. Women are submissive, weak and must be pretty. While the men's is more dominant, strong and working. These stereotypes have been around since the beginning of advertisement and haven't changed much, just been used less. However, it is not exactly suggested a few of those things but can be picked up for example submissive for her because she's nude and I suggested working and dominant with the suit as it suggest power and money.




Question 5: Intertextuality in advertisement

This simple but effective advert for Volvo uses only one intertextuality reference but it is so popular that, it shouldn't be missed. It is nostalgic to anyone who was raised with Disney movies, but mainly uses popularity as it's main engage with the audience. The main image is Snow White hitchhiking, extremely unusual and rather weird. She is also an older princess, they could have used newer ones but it simply wouldn't have worked. The intertextuality is that the Volvo is a seven seated car, meaning the dwarves all got in the car, leaving Snow White behind because there is no room left. Knowing this would require you to have knowledge about old Disney movies and Volvo cars themselves. Which will feel like the audience who understands is rewarded for knowing.

Question 6: Elite People in advertisement

The Hollywood 'A-list' Tom Hiddleston, represents an elite and prestigious person. One of the best at being the villain. He became a massive movie icon in the movie avengers in 2012 after he played Loki, the main villain in 'Avengers'. He is known for playing the stereotypical British villain very well, better to use in an advert called the "Act of villainy" made by Jaguar. He is also seen as a model, for his sharp and defining features, his perfections. Which is why he is one of the people advertising it, it gives the ideology he is perfect in loads of ways, like their car. These features are emphasised by the way he is dressed, smartly dressed for the villain get up but also, it is seen as a symbol of a well developed man. He is loved for his amazing interviews and interactions with his fans because he is so down to earth with people. This completely goes against what he is in person, like a second personality. This could suggest different uses and aspects of the car that make it perfect for everyone.

Question 7:Reward &Punishment in advertisement

The advert covers one massive Reward & Punishment, This one covers punishment. Firstly, the main ideology of this advert is that the family can't get clean water, the child is vulnerable and challenging the audience into wanting to help or need to nurture. This is shown even further with, what seems to be, an unhealthy/dehydrated child. This could feed the audience is a physiological need, that they need what you take for granted. This also persuades the audience to donate money by, saying "you" It puts pressure on you, like on you can change what's going on out their. It forces them to help in a way.