Lines Of Appeal
-- Lewis Tant

1) Haynes Baked Beans -- Not for Astronauts

https://www.youtube.com/watch?v=HWR1Qo6e3K4

The humour from this advertisement comes from the last astronaut who survived the attack as he farts and alerts the monster to his position. The nature of the fart joke is immature on its own yet we laugh at it because of how unexpected it is. This also links in with the product itself, 'beans', and the running joke is that beans make you fart; watching someone fart in a life threatening situation can elicit a sense of ironic humour within the audience. Ths advert would be more focused towards the Mainstream audience as Haynes is the most popular brand of Beans and would appeal to the need of safety and security.  

2) MasterCard -- "There are some things money can't buy. For everything else, there's MasterCard."

https://www.youtube.com/watch?v=Q_6stXKGuHo&feature=youtu.be

MasterCard's two-sentence slogan was created in 1997 as a part of an award-winning advertising campaign that ran in 98 countries and 48 languages. The first version of the campaign was a Television advert that aired in 1997. A dad takes his son to a baseball game and pays for a hot dog and a drink, but the conversation between the two is "priceless."  One key to this campaign's success was the fact that each advert creates an emotional response within the audience. The first Television advert might remind you of sports games you went to as a child, for example. Each advertisement attempted to trigger a different memory or feeling; they used nostalgia marketing and it appeared to be effective. This advert effectively meets the need for 'love and belonging' and reaches out to the mainstream audience.

"You have to create a cultural phenomenon and then constantly nurture it to keep it fresh"  - MasterCard CMO Raja Rajamannar

3) Humans for Animals -- "Seal" (France, 2005)

 

The Humans for Animals advertisement campaign for ending Seal Clubbing uses shock tactics to frighten the audience into gaining their attention. The picture shown above shows a seal clubbing a baby human to death with the message: "Don't treat other the way you don't want to be treated." This juxtaposes what happens in real life by making the humans the victims. For the most part, this advert polarises opinions, some will hate it, others will admire the hard-hitting approach, yet the main point of the advertisement is to tap into a human's paternal and maternal instincts - the need to protect. The shock the audience feels comes from the fact that they are unable to step in and help the child, the fact that this horrendous act is happening to these cute animals, and the fact that the message somewhat blames the audience for the death of the child.

4) The Republican Party -- Willie Horton

https://www.youtube.com/watch?v=EC9j6Wfdq3o&feature=youtu.be

The Republican party released a television advert in 1988. The Party has had a documented habit of playing on racial prejudice – tying prevailing negative stereotypes of African-Americans directly to Democrats. In one of the most famous racist ads of all time, the Willie Horton ad of 1988 played into beliefs about African-American men being nothing more than dangerous criminals – making Dukakis seem like a weak and useless leader; sleeping on the job while black convicts are on the loose raping women and stabbing men. This directly tied to the results of Dukakis giving prison passes to convicts. In reality, Dukakis had nothing to do with the unfortunate lapse in prison management, but the ad successfully played into racist fears.

5) Sky Movies -- Intertextual Christmas Advert

https://www.youtube.com/watch?v=BBQqHKxDGmM

The Sky Movies Christmas advert shows a man running home from his office with presents for his family. On his way home the man finds himself running through various different movie scenes as he briefly interacts with them. The use of intertextuality in this advert is shown through the use of all the various different movie references; the audience receives a sense of reward for understanding the reference and will further elicit senses of nostalgia, humour or any other emotions or memories the viewer had related to the movie. The use of the mainstream films are also used to capture the attention  of mainstreamers (the most prominent of the 4C's), to create as much popularity as possible.     

6) Adidas -- Muhammad Ali

https://www.youtube.com/watch?v=xkRzfHU6R5g

“The Long Run” features 7 of today’s top athletes (David Beckham, Tracy McGrady, Laila Ali, Haile Gebrselassie, Ian Thorpe, Zinedine Zidane and Maurice Greene) who join young Mohammad Ali on one of his famous morning runs in 1974. The post-production in this advert seamlessly merges new footage with original film shot in Zaire. The use of these famous athletes helps influence the way consumers view the product. If Muhammad Ali, as well as other famous athletes, advertise the trainers (rather than just 'anyone'), the customer subconsciously equates that product with the appearance or 'star-quality' of the celebrities. Customers relate the item to fame and success of the celebrity, purchasing the product in the hope of emulating that to some degree. It for fills the audience's need for admiration and ultimately appeals towards the Aspirer.

7) Oxfam -- Water

The Oxfam advertisement for clean water has a denotation of a poor, African mother nurturing her child. The anchorage tells the picture's story; that the mother cannot (as much as she tries) for fill her maternal duties due to her lack of supplies and the harshness of the area she lives in. The advert then says "£3 from you can"; this personal message puts the audience in a position of reward and punishment. If the viewer ignores the advert, it's intention is to make the viewer feel guilty and stingy. If a viewer donates, their paternal and maternal needs are for filled as they have given another person a sense of 'love and belonging,' this is the audience's reward for helping. This advert reaches out to all classifications of audience, but more specifically the Successors and the Aspirers. The Aspirer's need for admiration is filled, and the Successor is expected to give up only a little of their wealth to help others.