Lines Of Appeal

1. Humour Advert 

The advertising campaign I decided to use to demonstrate humor is an insurance company. This uses humour as its main persuasive device by showing a man dancing in very short shorts and a pair of ladies heels. This alone suggests it is humorous because it is not likely you'd see a man dancing in the street on a daily basis. Dave, the dancing man is shown in shorts and heels to reinforce the message that the price of the insurance is so worth it to the point where it makes you want to dance in the street like Dave does. There is nothing stopping Dave therefore it gives the ideology of nothing stopping us as an audience to do the same. However this advert is taken to exaggerated measures because it is not likely that random passengers in the street will get involved and follow an exact dance routine therefore it shows no realism whatsoever however the humour is still there and as an audience member you can't help but laugh.
The target audience would be mainstreamers because buying insurance happens everyday, it would appeal to those who are older and more mature. This could range from an 18 year old who has just passed their driving test or a 60 year old who is looking to buy home insurance. In addition, this appeals to  both genders.

2. Use of slogans 

This slogan is very effective. Purely because it refers to a time when people were struggling with money, Tesco is saying that they understand money can be tight sometimes so they have used this slogan to make the audience aware that they understand. This could be interpreted in different ways, it could represent Tesco cutting prices to lure customers in.

Furthermore, the big red and blue logo that reads 'TESCO' is very bold and strong compared to the slogan below which reads 'every little helps.' This comparison shows that they are considerate towards those suffering. Suggesting that the bold text symoblises the actual shop therefore it has meaning, being popular and well-known. The slogan has a much more softer approach and appears to be handwritten, suggesting that it is much more personal. Indicating that they know what it is like to have limited money. The effectiveness could link to audience forming personal identity with the shop because they may relate to their slogan.
The slogan creates a positive ideology being that they are not alone,it is delightfully motivating because if a few of us do a little then every little helps a lot.

3. Shock Tactics

This advert by Barnardo's shows a new born baby with a bottle of incredibly strong alcohol shoved in it's mouth. Suggesting that the baby has only just came into this world and it is already getting led to a rather unreasonable lifestyle. This ad represents what looks to be alcoholism  and its causes with poverty being one of them. For many, this ad will give off the impression that this innocent baby is going to become an alcoholic due to their way of life and how the baby is brought up.

The headline in this ad immediately caught my attention. 'There are no silver spoons for children born into poverty' suggests that children born into poverty are trapped, they are stuck in a  life that is not wanted. It is almost like a comparison between those who are born in a more wealthier, steadier home. The 'silver spoons' implies that there is a great divide between the rich and the poor.

Another interesting line is the one that reads 'poverty is waiting to destroy Amy's hope and joy.' This one line particularly stood out to me because the use of language is extreme. 'Destroy' suggesting that is damaging and life threating. Something that cannot be mended once broken.  'Hope' highlights the fact that this helpless little girl is deprived of a good life, she is not capable of achieving all she hopes because poverty is overpowering. 'Joy' implies that she will not be happy due to this huge problem that stands in her way.

However, this advert can link with the hypodermic syringe model and the inoculation model because these two theories treat the audience as passive. Some may disagree with this because not all children who are brought up in poverty turn to alcohol. This is very one sided because some believe money doesn't matter, it is the parenting which is the main source. It is possible for some audience members to reject the ideology that babies being born into a poverty stricken background will turn to alcohol therefore this advert is unlikely to change their mind-set.

The need for nurture and to protect those who are vulnerable is key to this ad because the baby is the main focus. She represents thousands of other babies stuck in the same situation, she looks helpless. Babies are supposed to be happy and cared for, this ad portrays the complete opposite image as it is very shocking.

4. Stereotypes in advertising

This Yorkie advert shows gender stereotypes. It uses the stereotype of men being better than women to the point where women are not supposed to eat this specific chocolate bar. According to this ad, all women wear pink. The colour pink is identified with women rather than men because it is society's perception of what is means to be feminine however this is not true. It is also indirectly implying that for some reason it is unacceptable as a colour for men, or that a man who wears pink is not very masculine.

5. Intertextuality in advertising

This Warburtons advert uses The Muppets from the Muppet Show. This has been done because the Muppets are well-known and recognisable. Even those who haven't watched this show will recognise the faces of the comedic puppet characters.

It uses nostalgia as one of it's techniques, because the  television series aired from 1976 to 1981. The advert is even more memorable. It is not only memorable, it uses humour and the song is catchy because it has been made up specially for this advert.



6. Elite Persons in advertising.
I have chosen to analyse the smart water advert featuring Jenifer Aniston purely because
she has status. She is well-know from many films and the TV series called 'Friends.' She is seen as an attractive, strong woman in society therefore smart water have  chosen to use her to show that a woman in her late forties can still look good and have a healthy look to their skin. Suggesting that the audience can too. This leads on to personal identity because she doesn't look as old as she actually is therefore they will believe if they drink this water, they will
achieve this too.



7. Reward and Punishment

In the pampers advert, they are advertising baby nappies. They use reward in this advert because it gives the feeling that Pampers nappies are better than any ordinary nappies. Its

compelling the people to believe that their baby will be more comfortable and dryer when they use pampers. It also gives the ideology that your baby will not wake up through the night if they wear a pampers nappy. This will make a happy baby as well as a happy parent. On the other hand, the punishment is that if you don't use pampers your baby will be restless and unhappy. It tries to but the blame onto the parents by not purchasing the product. Parents want the best for their children, they want people to but the nappies by enforcing this idea that it will be much more beneficial for the baby. Parents are most likely to give in to this notion because of peer pressure that has clearly been used effectively.