Lines of appeal homework

1)      An advertising campaign that uses humour as its main persuasive device is the Phil Collins gorilla drummer Cadburys advert. The humour behind the advert is that simply an animal is playing the drums which isn’t something you would expect to see therefore amuses the audience due to its originality.  I believe the target audience of this piece would be for working class families due to the fact the advert targeted free view channels such as itv and channel 4 therefore suggesting it’s for lower class citizens who can’t afford sky, virgin Netflix etc. another reason I believe it is targeted at lower class people is due to the fact the advert isn’t very sophisticated in a sense and it very silly and unrealistic and will appeal more to the simpler minded. People of higher class might not as get the same level of enjoyment as they could believe it is stupid and irrelevant to chocolate.

This advert would appeal to an audience of any age due to the fact it has different aspects of it will appeal to different people. For example it has the very silly idea of a gorilla playing a drums that will appeal to children and younger people. However it also has a classic sound track by Phil Collins which reached number 2 in the official charts n 1981 appealing to the older audience appealing to their sense of nostalgia bringing about happy memories from that time. This would also not require any certain level of education due to the fact it is a very simple advert that doesn’t require you to think about anything and is just trying to sell you chocolate.

This would appeal to the mainstreamer from the Young & Rubicams 4c’s model as Cadburys its self is a mainstream product and it is aired on a very regular channel which most people will watch your common programs on such as the Xfactor, soaps and Come dine with me.

Cadburys its self was established in 1824 and is a reliable product which is tried and tested and hasn’t changed very much since it first came about.  The products flavour and packaging has barely altered in the past 150 years therefore offers a sense of security to the consumer and because it has an established track record means there aren’t going to be any hidden surprises.

 

This would also be suited to groupies again as Cadburys is a very popular product and is the second largest confectionery brand in the world, which would ensure a groupie that by buying this well-known product they would fit In to society.

2)      L’ Oreal’s ‘because you’re worth It’ is a very well-known slogan used to advertise woman’s cosmetics.  The short phrase consist of 4 words that are quick and to the point that means the audience can easily recall upon the slogan. The use of the pronoun ‘you’re’ involves the audience making them think they are individually being targeted therefore is successful in making a connection to the audience making it more memorable to them. It also starts off a chain reaction off in the brain as it allows the individual to think ‘are they worth it?’ if so they should go and indulge themselves in one of L’Oréal’s products. Women wear make up to make themselves appear more beautiful and desirable, therefore appeals to them as an individual rather than about the product its self and how makeup can affect you as a person.

The concept of makeup has a powerful message behind it and holds a very high ranking in most women’s daily self-care and says a lot about them as a person. If l’ oreal is stating that their item is a luxury and is singling out the audience to make them feel better about themselves they are more likely to go out and purchase their product in order to feel like they are ‘worth it’.

3)      An advertising campaign that uses shock tactics is the Think! Child road safety tales of the road campaign in 2010.

The advert uses the contrast of different colours throughout the advert using black and white and light and shade to highlight the effect the accident had on the child and how dark his world now is that he is injured and can no longer play with his friends.  It then uses bright colours and light to show how wonderful his life was before the accident and how quickly things can become dark if you aren’t aware of your surroundings.

The use of a young boy id say around the age of 7 in the advert reaches out to parents and therefore shocks them into thinking this could be their son or daughter if they don’t teach them road safety correctly. Children bring out our most vulnerable sides as people therefore the use of children appeals to people’s emotions therefore increasing the shock and pain.

The isolation of the character on the other side of the road in darkness suggests that he could be dead and is a subtle way to reinforce the fact that roads are extremely dangerous and have that feeling of dread on the audience making them feel uneasy and fearful for their own children.

The impact the accident had on the child’s life appeals to the parents’ extra cautious side and gets them putting this advert in to context and applying it to a real life circumstance thinking about their own children. The appearance of the child is severely bruised and damaged which could have a metaphorical representation of how it can completely break apart theirs and their family’s lives and change it forever.

4)       
       An advert which stereotypes a group of people is a potatoes advert that quotes ‘so easy a husband could do it.’ The stereotype which is reinforced in this advert is that men can’t cook. It is calling upon the old ideologies that men are the breadwinners and go out and work whereas the women as supposed to stay at home to cook and clean.

It also highlights the old fashion beliefs that men can’t handle anything too complicated and need help and guidance by women so they can accomplish something. It undermines men and accuses them of having simple minds and refers to them as inferior and not as capable of as women. It also suggest that they don’t put a lot of effort in what they do and are only looking for something quick and easy that won’t cause them a lot of stress.

5)      Intertextuality is used in the toys r us advert where two teddies are re-enacting the iconic scene from the titanic with Jack and Rose. A long shot it used to fill up the whole space of the advert so it is clear to the audience that they are in fact on a boat in the ocean and they catch on to the titanic reference.  The written caption in the right hand side of the image says ‘classic dvds available’ is written in very fine print due to the fact the image its self is very strong and doesn’t require an explanation due to its simplicity.

There is a use of humour with in this that draws attention to the advert and makes the audience do a double take and find it amusing that a toy store is using a 1996 classic film to appeal to young children. The advert will be recognised by most people due to the fact it was such a popular film in the 90’s so will reach a larger audience. It will also call upon people sense of nostalgia due to the fact that titanic is now considered an older film and some young people are unaware of this master piece of a production.

6)      An elite person used in advertising is Justin Bieber used in Calvin Klein’s underwear range. Justin Bieber is one of the biggest male artists in the world at the moment and has fan internationally. He is currently in the peak of his career and is seen as an icon to many and represents Success and perfection at such a young age. They have chosen to use him due to the fact that many women adore him and use him as a stereotypical ‘dream boyfriend’ due to his attractive appearance and impressive body. Therefore by using him as a model it puts across the image to males if they want to look as good as Justin Bieber they must purchase Calvin Klein because if it’s good enough for him its good enough for them. It also says that if they want their partners to stop fanaticising over Justin Bieber they must aspire to be like him and use their product. Justin Bieber currently represented the best in the world of pop therefore also suggests that Calvin Klein is also the best in the underwear business.

7)      An example of a reward and punishment campaign is the water aid ‘ through the lens TV appeal’

The use of the first personal pronoun ‘you’ is used throughout the advert to make it feel like you are individually being targeted by the campaign and they are talking to you. The reward of this advert is that if you donate to the charity you will be saving children’s lives and contributing to helping a whole town to have clean drinking water.  However the punishment if you don’t donate is that you are responsible for the death of all of these children’s lives. The ideologies behind this piece is we should treat others how you would like to be treated, and that as well off people we should support the less fortunate and help them