Lines of Appeal

1.) Humour.
The advertising campaign which I have chosen that uses humour is MoneySupermarkets's  'Dave's Epic Strut'. The advert uses the juxtaposition of a grown man in women's mini denim shorts and high heels to create the humour because as an audience we know that they clearly do not go together. It shows the man strutting down quite a busy street to the PussyCat Doll's song 'Don't cha'' with people stopping and looking at him mortified in which he just responds to giving them a shake or a pose. The main purpose of the advert is to get across how 'epic' we would feel if we used MoneySuperMarket but in this situation it is obviously exaggerated yet it makes us pay more attention to it because of the humour it creates from the ridiculousness. Based on Young & Rubicam's 4Cs model the target audience would be the mainstream as at the end it shows the man strutting past Sharon Osbourne and giving her a pose. She is a familiar face for the mainstream audience as she appears on our Televisions every Saturday for the X factor therefore the audience will value that. The ideologies encoded are that we can still pay for insurances and still feel epic. It also allows the audience to socially interact with the hashtag '#epicstrut' to give the audience a feeling of ownership.

2.) Slogans.

The slogan for the advert is very simple and we easily remember it because the brand is so famous. The slogan 'Because you're worth it' shows us that the main target audience is women as we know that L'oreal is so well known for its beauty products. It connotes that you use their beauty products because you're worthy of it, it allows the audience to personally identify with themselves as worthy to other people around them, often reached out to the aspirer in this case. 'Because you're worth it' also shows direct address to the audience and uses the personal pronoun 'you're' to get the message across that you are worth it. The slogan gives a reason why you use the brands products and it gives the audience a sense of belonging if they go out and buy L'oreals product to make them feel what they say you will feel - 'worth it'.

3.) Shock Tactics

I chose the WWF advert for animal abuse. The advert shows an image of a wild tiger  alongside a copy which uses statistics to show that 'as few as 3,200 wild tigers remain'. An audience may find this shocking as the figure is so small compared to how many there used to be. The figure is so small due to the poaching of skins for rugs as highlighted in the title 'I AM NOT A RUG' in big capital letters as if the tiger is demanding it from the use of personification from the campaign which causes the audience to engage with their emotions for the animal as they know they don't have a say and so the advert says it for them. This gives the audience a desperate need for nurture for the protection of the wildlife. The image of the tiger is cropped and shot in a way to put emphasis on the tigers eyes looking directly at us which puts the audience under pressure to do something about the protection of our wildlife. Near the bottom of the ad shows the organisation behind the advert - WWF and how they tell us that 'It's dead serious' and to 'stop' in capital red letters which connotes danger and warning therefore shocking the audience and giving them an eye opener that something is needed to be done.  

4.) Stereotyping

The advert is the famous crisp brand 'Mccoys' which shows us the gender stereotype. The advert shows a group of men in a pub playing a pub quiz. The men all answer the stereotypical man questions except for one question which is often renowned as the typical answer women would know which asks for a ballet move. When one of the men in the group of friends answers correctly in a high pitched voice,  the men seem to look in shock and take the packet of crisp of him as the crisp are said to be 'man crisp' so therefore it shows he is not worthy of being a man and is sucked up into a pipe and sent away. The voice over says how the crisp are 'rich, thick and remarkably ample' which could be said that it refers to a woman therefore the advert contradicts itself and this may offend women. The advert can also be very offensive as plenty of women will know the answer to what the advert seems to portray as manly questions and the same for men who aren't ashamed to know the typical women questions. At the end of the advert its shows a picture of the product alongside a big title of 'MAN CRISPS' which is completely sexist.

5.) Intertextuality

This advert is for Vodaphone. It uses the intertextual reference to the very well known film Star Wars by using Yoda, a character from Star Wars, as the campaign's mascot. This allows the audience to personally identify with the text as it will allow them to engage with the advert by the use of nostalgia. Primarily in the late 70's, early 80's. The advert shows Yoda using his 'force' to bring together watching sports on the move however, it is much simpler than that and so Vodaphone uses this to show how easy it is to watch things such as Sky Sports (as stated in the copy) on your mobile. The copy also says 'May the 4G be with you' referencing back to the intertextuality of Star Wars as the line plays with the quote 'May the force be with you' from the franchise but in this case it is 4G meaning faster internet therefore it allows us to identify with the text as we know what it is conveying even if we have never seen the films.

6.) Elite persons in advertising

Jared Leto is the celebrity used in this advert for Gucci's perfume and aftershave 'Gucci Guilty' which is significant because not many actors/actresses will represent the two iterations. The choice of actor is appropriate because the campaign was brought out this year (2016) the same year Jared Leto portrayed the famous role of the Joker in Suicide Squad released in August therefore allowing the audience to identify with the advert as they are likely to recognise the actor as he is so fresh in their minds. Also Jared Leto is a gay rights activist and supports animal rights which will further the public's opinion to favour him working to the campaign's advantage. Not only that but to many people, Jared Leto is seen as very handsome and appealing in the public's eye for many years now, therefore he represents the advert well as the advert is all about sensuality especially the fact that the advert is set in Venice, a city of romance. It encodes the ideology to be yourself and the advert uses the example of 3 people in one relationship.

7.) Reward and Punishment

In this advert it shows the actress Helen Mirren representing the anti ageing cream 'Age Perfect' by L'Oréal. The advert offers various ideologies of reward and punishment for the audience. Firstly the advert punishes the audience by encoding the ideology if you don't use the cream then you will go unnoticed 'ever feel like you go unnoticed' it challenges the audience to feel the need of belonging and being noticed therefore making them likely to buy the product and rewarding yourself to look and feel noticed. It also says how it is trusted by scientists and makes you look like you. It tells the audience to reward your skin 'indulge your skin' and if they don't you will be able to spot your age 'show them age spots who's boss'. The language used is very demanding towards the audience 'Our perfect age is now' therefore it motivates them to reward themselves in order to stop punishing themselves by not using the product. It finishes off with allowing us to personally identify with ourselves by Helen Mirren asking us 'so are we worth it'and justifying it by 'more than ever' relatively more focused upon people around her age to feel rewarded.