Lines of Appeal

1. Humour
 This advert by Honda gives animals human qualities, making the sheep able to sing and the dog talk to create humour. The sheep singing in the field are used to reinforce the ideology that you may think something is impossible, but you never know. The advert uses a hyperbole situation, which would be ridiculous in real life and uses this to enhance the humour. By taking everyday things like animals and music, Honda created an advert that challenges expectations. Due to this it won’t appeal to the Mainstreamers, because it doesn’t stick to the status quo, however it would be suitable for the Succeeder and Explorer in Young and Rubicams 4c’s model. This is because, the advert is presenting something new and unseen which would appeal to the Explorers need of wanting to discover and try new things, while also fulfilling the Succeeders need for wanting the best quality products that they think they deserve. One ideology encoded is that where you want to get in life may not seem achievable at first, but if you don’t try you’ll never know. By using a natural setting with the juxtaposition of a car instead of a tractor, it can help to tap into our needs for autonomy (Honda introducers a new idea that is different from other cars, the ability to externally play music) and this is done in a humorous way.

  

2. Slogan
‘Once you pop, you can’t stop!’ is the slogan of the popular Pringles crisp brand. It is not only memorable because it is a well-known brand, but the lexis used helps it to stick in people’s minds.

Not only does it rhyme, but the selected language is used to speak to the audience in different ways. The direct address using the personal pro-noun ‘you’ directly involves the audience fulfilling the personal identity need. The use of onomatopoeia by ‘pop’ is used to directly relate the slogan and link it to the product. It actually helps the consumer to create an image of opening a can of Pringles, because effectively it makes a popping sound. This fulfils not only physiological need, as it is food, but the safety need in Maslow’s hierarchy of needs. This is because the slogan says exactly what the product does, also appealing to the mainstreamer, as they know exactly what to expect in the product. 

3. Shock Tactics
This advert for save the children is appealing due to the shock factor embedded in to it. It starts with a child celebrating her birthday and follows her innocent child life, gradually introducing war and conflict in to the scenes to show it developing in the UK. The hard hitting advertisement shows a city in a well-developed country being turned into a war zone. The use of a child plays on one of the basic needs to nurture, because we see the damaging things happening to the young girl and is made impossible to fulfil. The advert creates fear by challenging certain needs we have, such as the need for safety and this is because unlike charity campaigns that show children in other countries, this one hits home. The video makes the audience feel helpless and makes it hard for the audience to be ‘active’, as the advert plays against needs we want to fulfil. After the video finishes the message appears "Just because it isn't happening here doesn't mean it isn't happening." Which is a very important, powerful message about what children all over our planet have to go through when someone with power decides to go to war.

4. Stereotyping

This advert by APAV Victim Support, is using the  stereotype of men being 'wife beaters' and the woman being the victim. This isn't always the case, as woman abuse men too. It is stereotyping men to be the violent partner in a relationship, abusing the woman and this would be a preferred reading of the ad. The negotiated reader for this, may be that women are inferior to men. It could also connote that men are stronger than women or opposing this, we may take the reading that the advert is trying to promote how strong women are, because they essentially have to suffer in silence. Overall, the ideologies encoded suggest that stereotypes are very much still enforced with men having power over women.

5. Intertextuality
This Vodafone advert uses Yoda from StarWars as a reference. They have done this. because this main character is well-known and recognisable, even to people who haven't seen the films. It also uses nostalgia as one of it's techniques, because the fist films were released in the 70's and 80's. The advert is even more memorable, because of the wording 'We taxes don't pay'. This is referring to the unique way Yoda talks, adding humour and making the audience feel a sense of gratification for recognising and having knowledge of the film. The frequent use of Yoda in Vodafones adverts, means that his face is immediately associated with this brand, helping it to develop.

6. Elite Persons

 Justin Bieber is the celebrity used in this Calvin Klein advertisement to reinforce the ideologies they want to promote. By using an elite person, the product is immediately associated with a luxurious lifestyle, appealing to succeders. By using someone with such a large following, the product can reach a wider audience. His earlier music mainly attracted a large female following, however more recently as he has grown up so has his music, now attracting both genders and more of them. The black and white filter, along with the topless celeb suggest sex appeal, while giving the advert an element of class. Direct address, from Bieber looking into the camera, also helps to capture the audience and makes the advert feel more personal and that by wearing this product can help you achieve a slice of celeb life.

7. Reward and Punishment
This advert by The Shelter Pet Project is very good at provoking the audience to feel certain ways. Firstly, it challenges our need to nurture, as we feel bad for not helping vulnerable animals. This being said, it plays on our need for love and belonging, because this advert promotes ideologies of companionship and animals need owners to be able to survive. The use of the personal pro-noun 'you' is a very effective way of punishing the audience, because it directly address' and exposes them for not yet visiting the shelter. The bold lettering of 'shelter pet' highlights that these aren't any animals, they're pets and this challenges our need for safety, as they are in need. The reward aspect of the advert is that it provides a website that you can visit, fulfilling a persons need to achieve, which may lead to them adopting or donating. Further to this, the ad help to fulfil the need for guidance, because the campaign not only presents you with the problem, but it guides you have to change and resolve the issue.