Lines of Appeal

Line of appeal

Use of humour

As you can see the advert that I have chosen is the John West Salmon advert because of its use of camera angles to make the audience think that this is the real footage of a man attacking a real bear but in reality it’s only an actor dressed up as a Bear because the audience clearly knows that if it was a real footage, it would be too graphic to be aired on TV. I think that the main purpose of this advertisement is that to get the audience’s attention by using the bear coming towards the man. Making the audience feel curious then have the John West Salmon show up. Based on the Young & Rubicam’s 4c model the target audience would be the mainstreamer because of its use of humour. This is because Salmon is food and with food are obviously for mainstreamers as they care about their family and this will lead them to buy John West Salmon.

Slogan

This is brand, Adidas is one of the most famous brands in the world and its slogan is extremely simple. ‘Impossible is nothing’ This is basically telling the audience that there is no such thing as impossible if you have their products on you. For example if you wear their running shoes, then becoming a professional athlete wouldn’t be impossible. These words from Adidas are very motivational because for everyone, something has be impossible for us to do e.g. David Beckham wanting to a professional basketball player. But Adidas is telling us that everything is possible.

Shock tactic

This advertisement was released by the department of health and this is a shocking advert because at first, the audience might think that this is an anti-fishing advert on TV as it includes a hook therefore its for the people who fish regularly but in the end we see that the man is actually smoking outside when the hook dragged him outside. Therefore it is definitely shocking when the audience sees that he is smoking. to represent the hook means an addiction.

Stereotype

This type of product always put a woman in the advert because they think that women should just stay at home and clean which is the typical role of any house wife. The company thinks that every women are like that therefore they continued to use them in their adverts. Although it might be offensive to a minority of men but they’d still buy it because its essential in their life.

Inter textual

This advertisement is clearly interacting with the audience by using the word ‘you’ as it asks the audience to not to stare at its egg mcmuffin otherwise they’ll miss the train. But the audience can’t help it to stare at that and especially in the morning.

This advertisement is for Smart Water is using Jennifer Aniston to make people recognise the water and the celebrity. This advertisement is effective as people will recognise her easily from the Tv show ‘Friends’ also it will appeal to her fans as well. As if you drink this water then you’ll be forever young like Jennifer. Furthermore the photo has used black and white for Jennifer but the water bottle is in colour. This is used because Smartwater wants people to focus on the drink as if the advert is in colour then Jennifer would take all the attention away.

Punishment and Reward

As you see from this advertisement, this is similar to the adverts that was released by the department of health but this time the NHS has used a teenager instead as well as telling the audience about that statistic about an average smoker. The teenager is used because they want to tell the audience that this could be your daughter/son during their teenage years. Not to mention that this is rather graphical for an advertisement. The white background is used because it is to show the wire of the hook so the audience can see it more clear how thick the hook is.