Lines of Appeal

Mars Bar advert

This Mars Bar advert is based on a penalty shootout at a England football match. In the advert England's goal keeper is injured and it shows how the players are giving up. However, a fan eats a Mars Bar and decides to be the goalkeeper for England. The audience don't expect this and he goes on to save all of the shots from the opponents, including Robin Van Persies. The fan celebrates and shows his passion for the team and the players are thankful.

This advert shows the dedication in the fans and the message of the advert is to support England and if this opportunity was to occur a fan should do this, eve thought the idea is ridiculous and is a situation that wouldn't happen.

This gives the audience a topic to socialise about, even people who aren't football fans can see how a dedicated fan winning for England in this way is humours and unexpected. The title of the advert is "Work Rest Play Your Part for England" adding the idea of gaining support for England. Humour in a advert makes it memorable and so Mars have created an advert that will be remembered for a long time. The target audience for this advert would be men aged 18-35 and men this age who mainly play any kind of football. The fan in the advert it a good example of the target audience. The ideology in the advert is not a local situation or a city rivalry so it targets people across the country are involved and because it is the England team and a Mars Bar involved which are well known, it targets the mainstreamer.

Nike: Just Do It 

 

This slogan has been used for years and is one of the most famous slogans in the world. It is simple but a lot is reveled when analysed.  

Firstly, it is very easy to remember due to it only being three words, the slogan is also acts as a command to the audience. This brand has used the use of a command/order so well that the audience connects and so it creates a Personal identity with Nike. 

This advert allows the audience to feel an accomplishment when buying the product because the brand implies the ideology that 'nothing is impossible'. The words "Just Do It" stand out massively for this brand, the word "Just" implies that you need to do something such as an activity because there is nothing better to do, "Do" is the main command in this slogan, telling you to complete this activity. "It" suggests that the activity can be done and makes it sound simple. The full stop at the end of the slogan shows that the activity is over and it connoted that you have accomplished your achievement. A basic appeal used in this advert is the need to dominate because that is about mastering abilities and Nikes slogan represents this. 

Aston Martin advert  

This advert uses shock tactics and many people were offended by this advert, especially women. The advert shows a half naked woman and we are unable to identify her, this is because the advert is taken as a long shot so we can only see her body an some of her surroundings. The Aston Martin logo is at the bottom of the advert, so the main focus is the woman and I says "you know you're not the first, but do you really care?". This implies that the woman is just an object and that anyone can 'use' her. The Inoculation model will be in use in this advert because we see adverts like this all the time in the media and women are used for purposes like this, treated as objects. Many people will see how this is humorous and clever but Aston Martin know that this will get peoples attention and talk about it, and so this puts the Hypodermic Syringe model in use. The target audience in this advert is of course men in the upper middle class who can afford a luxurious car even though men in lower classes such as working class with consume it. A basic appeal that are used in this advert are the need for 'successful romance and love', this is fairly obvious due to the advert being a woman in this situation. Another basic appeal is 'Rich, luxurious lifestyles - aspirational' because people aspire to have an Aston Martin in their life time. The need for aesthetic sensations is present along with the need for prominence. 

Stereotype Advert 

This advert shows a woman opening a bottle of ketchup with a caption saying “You mean a woman can open it…?”. This advert is implying that women are useless when it comes to practical activities such as opening jars and bottles, even thought in this advert she seems to be a ‘typical’ stay at home wife who does activities like cleaning an looking after children. The advert connotes how men are more useful than women manually as the women in the ad seems surprised that she can open the bottle. The advert uses a negotiated reading showing the stereotype of women being unable to do practical work without a man and the company have made their product easier to open for women. 

Intertextual Advert  

This advert shows how a phone company can use a intertextual reference from a famous movie. The first point is that the main image in this advert is “Yoda” who is a well know character from the mover Star Wars. Most people will have knowledge of the character, even if some audience member haven't seen the films they may still recognise or have an idea of who Yoda is. Due to Star Wars having such a wide audience it allows this audience to see the advert and allow it to become a social talking point.  

The second intertextual reference is “We takes don't pay” this refers to something that the Star Wars character would say and this is a change on words to what we would usually say. It may connote that the taxes don't pay for themselves and so other people have to. The word “we” implies how the taxes are together, this could suggest that Vodafone treat people as a ‘team’ are that the customers are together and can connect with personal ideologies. 

Elite Persons in advertising  

Gary Lineker is the celebrity icon for the Walkers crisps. The choice of this footballer is clever in a way because he was a well known footballer an is now a well known represented for shows like Match of the Day. As a footballer Gary Lineker didn’t have a aggressive attitude in matches and so he only received one yellow card in his career. Walkers show the famous sportsman as a mischievous man who tries many different ways to steal a bag of walkers, which is a change from his clean style of play on the pitch. In this ad it shows his good and evil side above him and this connotes that his ‘evil’ side is shown in Walkers advertisements instead of his good side. Walkers also say that there crisp are 100% British and Gary Lineker is a perfect example to show patriotism towards Britain. 

His body language in this advert is shown as troublesome by looking up at this evil side whilst eating the crisps in a medium close up shot. The line of appeal that will be used in this advert is the need to aggress, this is because Walkers is a very big brand and so you can become ‘elite’ from buying it.  

Reward & Punishment in advertising

There are many ideologies in this advert that surround the punishment section on this type of advertising. The main ideology is that the innocent children are vulnerable to drugs and the fact that the children think that their father doesn't love them activates the audiences need to nurture and the need for love & belonging is also used die to the children's writing in the advert. 

Drugs is the key message in this advert, however the fact that we can see the children's reaction to the father taking the drugs is shocking. The fact that the picture is in black and white emphasises how bad the situation is for these children and this will get the audiences attention. Also, these children are exposed to drugs and so it could lead them to a life of drugs and disappointment. The fact that the children look sad and hopeless the audiences parental feelings will be triggered as no parent should want their child experiencing this.

Textual Ananlysis of Advertising

1.

One advert I feel that uses humour as a way of targeting people is the Evian water advert. In this advert babies are shown to be using roller-skates; throughout the advertisement they complete various jumps and tricks. I could see Evian targeting people with young children as they may find this entertaining. I find this meeting the need to nurture, as there are various babies in this advert. The initial scene of the advert has the Evian logo with the statement “Lets observe the effect of Evian on your body” This is suggesting that if you drink this brand of water, you will be able to do everything that the babies are, also it is promoting the idea that anything can be possible, no matter how illogical. 

I believe the target audience from Young & Rubicam's 4Cs model would possibly be the group of Mainstreamers, as Evian is a very well known brand of water and very popular to most people. I feel as though this advert with make the mainstreamer feel as though they are part of a group due to the amount of people who drink this brand of water. 


2.

This advert is part of a campaign from Nike called #MakeItCount, this campaign uses different successful athletes to show the audience that this is the brand to use if you want to be as successful as these different people. Nike's main logo is 'Just Do It', the use of language shows that it is not a question, it is a command, Nike is telling you to do whatever this 'it' is in your life, don't procrastinate about it, just get it over with. The word 'Just' connotes an idea that whatever activity you are doing is simple, that it doesn't take much effort. The word 'Do' represents actually putting in work and doing something. Due to this slogans short length, it is easier to remember than most other brands, in my opinion, I would say that this statement is much more recognisable than Adidas, which is 'Impossible Is Nothing'. I could see this brand fitting into the lifestyle of the aspirer, as the core need for the aspirer is for status. They may be able to get the status they want from using this brand. 

3.

The advert that I find most shocking is for a campaign to stop smoking, in the advertisement it shows a man smoking a cigarette, as he smokes the end of the cigarette expands and shows what looks like a tumour of some kind. I feel as though people may not react the same way if nothing was shown, people may not have seen the effects smoking has before this.  I understand that a lot of campaigns feel as though they need to be shocking or no one will stop, I feel as though this one oversteps a mark and is quite disgusting. People could view this as a way of showing people what actually happens. But people from a different cultural background may understand that it is trying to stop people smoking, but if the man in the advertisement doesn't seem to care about what is happening, why should they change anything they do?

I could see this fitting into the choices a utopian would follow, as they want to make the world a better place, they may see this as a way to help people as a way of gaining enlightenment. 

4.

This advert is for a cleaning powder, in the advert a woman is shown to be excited over washing-up powder, this has the ideology that women need to be the perfect house-wife and do all of the cleaning around the house while the man is out at work. On the woman's hand a wedding ring is easily seen, once again promoting the idea of  the women having the majority of the house duties. In the bottom right-hand corner, there is a statement that Tide can also be used to clean dishes. I think due to the time period this is from, stereotypes were a natural thing, they weren't really seen as being offensive. Women were expected to do this type of job as people may have found it strange and unusual for a woman to be in a job that pays. There is also the stereotype that men cannot do washing up, men were seen to be simple and not able to multi-task. So this advert shows stereotypes to both genders. I think this was targeted towards young females, maybe just married as they will start doing the household jobs in the new family house.

5.

Many people will understand Volvo's reference to the childhood fairytale 'Snow White and the Seven Dwarfs'. Volvo have decided to use this as a link as the car they are advertising only allows for seven people. In the top right-hand corner, next to the logo, says the text 'The new volvo XC90. With seven seats, sorry' this will produce some kind of nostalgia for the audience as they will either be familiar with this fairytale from when they were a child or possibly if they have their own children. The main image is a woman dressed as snow white, holding her hand out as a sign of hitch-hiking, due to the fact she would not have been able to fit in the car. Volvo have still kept an aspect of nature, as instead of placing snow white in a busy city, she is seen near fields which is also a key reference to the Snow White film, as she hides in the woods from her step-mother. 

6.

For this advert, L'oreal have chosen to use Cheryl as their elite person, Cheryl has been classed as the nation's sweetheart, so it is suitable for her to be used for such a high end product. Cheryl has many connotations that follow her, including the obvious, fame, status. luxury and respect. I believe L'oreal have chosen to use Cheryl as they would also like to be seen as these things, they don't want to be seen as a throw-away brand, they are seen as luxury due to the popularity of their products. L'oreal has always kept their prices reasonable as a way to ensure that even the lower end of the income/status model could still involve themselves with this brand.

Many young women aspire to look like Cheryl as she is known for her beauty, I believe this could persuade people to buy this product, as is people want to be like her, they will want to use the same products.

7.

This Gillette advertisement mainly uses the aspect of reward to promote their product. The advert uses a simplistic layout and little colour to ensure that everything is made to look simple, the main text of the advert is 'Go ahead. Make yourself more comfortable.' promoting the idea that something as routine as shaving shouldn't be a hard thing to do. Gillette's slogan is 'The best a man can get', this in itself allows people to feel as though they are being rewarded, if it has been branded as the best, I believe the category of the succeeder, they believe they should reward themselves that could be more expensive as a treat for doing something good. The aspirer is driven by other people's perceptions of them, so they would want to have the best to ensure people think that way of them. This advert also uses elite persons as a way to show that different celebrities are supporting the product, the brand have chosen many successful athletes from various sports, to ensure that fans are certain sports are represented in this advert.