The Lines of Appeal

Herein lies the most important document you'll need whilst studying Advertising as a topic - this document is also very useful when studying other types of media that have similar appeals.

That does not mean all types of media are appealing in this way but as we study them you will see how they are.

It is important that you know this document inside and out - but also that you can apply it to adverts that you see and know.

Lines of Appeal

Lines of appeal 
Question 1: Use of Humor as a persuasive device 
"Perhaps it's time to turn to Pedigree light dog food"

This advert for pedigree (A dog food company) uses a very simplistic idea that is used for other adverts that involve food or weight. It is the idea of when you get to fat and get stuck, however, with dogs, this seems highly unlikely when they are active normally. This is funny because it's a funny situation that might happen in an everyday household, but obviously not to every dog. It also uses the stereotype of cats and dogs hating each other, which suggests that the cat has put the flower in a way funnier position. It also persuades because the fact of you wouldn't want your dog to this.
The target audience is the Mainstreamer from the 4Cs. This is because it is quite common for a person to have a dog in society like Britain. The ideology of this advert is simply to tell you to keep your dog healthy and aren't doing it any good if you feeding it the wrong things. It is using the punishment/reward strategy, suggesting the product is saving them from the punishment of obesity. This could also be aimed towards succeeded, simply to make sure there dogs are extremely healthy and well trained so they can be the perfect for their perfect and controlling owners.


Question 2:Use of slogans

Even though this slogan isn't as popular as Nike's, it still holds a powerful message and persuasion. It is effective because of it's well known and powerful. It has been known for while and I will be evaluating why it is still as powerful as it is.
The slogan is very similar to its competitor, Nike, It is three easily remembered words. However, it has a different effect, it suggests a theory as the advert suggests that Impossibility is nothing without having a negative opinion on it. For example, If an audience member believes they aren't good enough for the Olympics, if he changed his opinion and works insanely hard at it, They can do it. It's massively motivating. That's how it links to an audience. It's a positive ideology on life that anything can be done with the right mindset and motivation. Again, Nike is similar but both approach the situation differently.

Question 3: The use of shock tactics

This advert is for Burger king's new burger released a while ago called the 'Seven Incher'. This adverts was banned almost everywhere besides certain place in America because of the hilarious but extremely suggestive photo of the Women with her mouth wide open for a 'Seven Incher.' This lead to many people complain and saying it was suggestive because it has references of oral sex. It also would have been taken down because it is degrading towards women because it suggests them as submissive and being a tart in a way. This mean that the hypodermic syringe model would be in effect, but simply, not all the audience are passive robots waiting for commands, unable to perform for themselves. In Modern advertisement, it is seen as if the person doesn't agree with the ideology, they can simply dismiss it. Just because this advert suggested these things about women, it doesn't mean they will pick up the advertisers Ideologies.
The advert is shocking because it attacks the safety of our fragile minds, we can't have it around on tv or other media because it is sexual, even though nothing is actually performed. It was shocking because of the fact it is a family friendly fast food restaurant, parents wouldn't want their children seeing that. Another shocking factor could have been that it shows off a bad lighting of women, in a time where feminism is strong in numbers and controversy. It could be
seen as it was having a hit at women's rights, but that is a long, long shot, however, it is up to the audience and how they read it.

Question 4: Stereotypes in advertising

These adverts uses it's covers to show the stereotypes between men and women. Women are submissive, weak and must be pretty. While the men's is more dominant, strong and working. These stereotypes have been around since the beginning of advertisement and haven't changed much, just been used less. However, it is not exactly suggested a few of those things but can be picked up for example submissive for her because she's nude and I suggested working and dominant with the suit as it suggest power and money.




Question 5: Intertextuality in advertisement

This simple but effective advert for Volvo uses only one intertextuality reference but it is so popular that, it shouldn't be missed. It is nostalgic to anyone who was raised with Disney movies, but mainly uses popularity as it's main engage with the audience. The main image is Snow White hitchhiking, extremely unusual and rather weird. She is also an older princess, they could have used newer ones but it simply wouldn't have worked. The intertextuality is that the Volvo is a seven seated car, meaning the dwarves all got in the car, leaving Snow White behind because there is no room left. Knowing this would require you to have knowledge about old Disney movies and Volvo cars themselves. Which will feel like the audience who understands is rewarded for knowing.

Question 6: Elite People in advertisement

The Hollywood 'A-list' Tom Hiddleston, represents an elite and prestigious person. One of the best at being the villain. He became a massive movie icon in the movie avengers in 2012 after he played Loki, the main villain in 'Avengers'. He is known for playing the stereotypical British villain very well, better to use in an advert called the "Act of villainy" made by Jaguar. He is also seen as a model, for his sharp and defining features, his perfections. Which is why he is one of the people advertising it, it gives the ideology he is perfect in loads of ways, like their car. These features are emphasised by the way he is dressed, smartly dressed for the villain get up but also, it is seen as a symbol of a well developed man. He is loved for his amazing interviews and interactions with his fans because he is so down to earth with people. This completely goes against what he is in person, like a second personality. This could suggest different uses and aspects of the car that make it perfect for everyone.

Question 7:Reward &Punishment in advertisement

The advert covers one massive Reward & Punishment, This one covers punishment. Firstly, the main ideology of this advert is that the family can't get clean water, the child is vulnerable and challenging the audience into wanting to help or need to nurture. This is shown even further with, what seems to be, an unhealthy/dehydrated child. This could feed the audience is a physiological need, that they need what you take for granted. This also persuades the audience to donate money by, saying "you" It puts pressure on you, like on you can change what's going on out their. It forces them to help in a way.

Lines of Appeal

Line of appeal

Use of humour

As you can see the advert that I have chosen is the John West Salmon advert because of its use of camera angles to make the audience think that this is the real footage of a man attacking a real bear but in reality it’s only an actor dressed up as a Bear because the audience clearly knows that if it was a real footage, it would be too graphic to be aired on TV. I think that the main purpose of this advertisement is that to get the audience’s attention by using the bear coming towards the man. Making the audience feel curious then have the John West Salmon show up. Based on the Young & Rubicam’s 4c model the target audience would be the mainstreamer because of its use of humour. This is because Salmon is food and with food are obviously for mainstreamers as they care about their family and this will lead them to buy John West Salmon.

Slogan

This is brand, Adidas is one of the most famous brands in the world and its slogan is extremely simple. ‘Impossible is nothing’ This is basically telling the audience that there is no such thing as impossible if you have their products on you. For example if you wear their running shoes, then becoming a professional athlete wouldn’t be impossible. These words from Adidas are very motivational because for everyone, something has be impossible for us to do e.g. David Beckham wanting to a professional basketball player. But Adidas is telling us that everything is possible.

Shock tactic

This advertisement was released by the department of health and this is a shocking advert because at first, the audience might think that this is an anti-fishing advert on TV as it includes a hook therefore its for the people who fish regularly but in the end we see that the man is actually smoking outside when the hook dragged him outside. Therefore it is definitely shocking when the audience sees that he is smoking. to represent the hook means an addiction.

Stereotype

This type of product always put a woman in the advert because they think that women should just stay at home and clean which is the typical role of any house wife. The company thinks that every women are like that therefore they continued to use them in their adverts. Although it might be offensive to a minority of men but they’d still buy it because its essential in their life.

Inter textual

This advertisement is clearly interacting with the audience by using the word ‘you’ as it asks the audience to not to stare at its egg mcmuffin otherwise they’ll miss the train. But the audience can’t help it to stare at that and especially in the morning.

This advertisement is for Smart Water is using Jennifer Aniston to make people recognise the water and the celebrity. This advertisement is effective as people will recognise her easily from the Tv show ‘Friends’ also it will appeal to her fans as well. As if you drink this water then you’ll be forever young like Jennifer. Furthermore the photo has used black and white for Jennifer but the water bottle is in colour. This is used because Smartwater wants people to focus on the drink as if the advert is in colour then Jennifer would take all the attention away.

Punishment and Reward

As you see from this advertisement, this is similar to the adverts that was released by the department of health but this time the NHS has used a teenager instead as well as telling the audience about that statistic about an average smoker. The teenager is used because they want to tell the audience that this could be your daughter/son during their teenage years. Not to mention that this is rather graphical for an advertisement. The white background is used because it is to show the wire of the hook so the audience can see it more clear how thick the hook is.

Lines of appeal questions

Question 1:

The Haribo advert attempts to be humorous by taking the dialect of children, but having adults mime it. The advert promotes the product as youthful and the ideology that despite being an adult, you can still enjoy the product. Moreover, the product can promote nostalgia. It also promotes the product as fun and the idea that you can have fun with the product and possibly enjoy it with children or young relatives, too. For this reason, the target audience of this advert would the manstream from Young and Rubicam's 4C's.

                         
Question 2:

The slogan for Kit-Kat is 'have a break, have a Kit-Kat'. This slogan is effective due to many reasons, one being the use of the imperative. The command 'have' can be used as a persuasion technique to encourage people to purchase the product. Furthermore, the repetition of 'have a' links the words following, therefore, relating a break to the product. This instills the mind set that consuming a Kit-Kat  will provide the same joy as a break from a long day. Usually, when this product is advertised, it will be within the place of work, meaning that the target audience of the advertisement is the mainstream from Young and Rubicam's 4C's.



Question 3:

This advert would be so shocking to the audience due to the use of a child with an aged face, relating to the text. The use of a child relates to the audiences need to nurture, they will sympathise towards the advert as they wish to care for the child. Elaborating on this, the child's body language promotes the ideology that she is scared, also relating to the need to nurture. Another way this advert may instill fear in the audience is the placement of the girl's clothing straps along with the men's legs in the background, this relates to the 'abuse' we are aware of from the text. It is clear to the audience that the girl has recently endured abuse, which can be frightening. The advert is extremely effective as it will leave the audience thinking about abuse and the ongoing effect it can have on children - and that it must be stopped.



Question 4:

This advert stereotypes men as being incapable of cooking, This revolves around the ideology of women being the ones to cook and provide for the family. The advert states that the product is brilliant as even men will be able to prepare it with ease - promoting the stereotype of men being poor cooks.



Question 5:

Within this advert, intertextuality is used. Rosie the riveter is an icon of power for women. The reason this text is referenced in this advert is to link the product to Rosie the riveter's level of power and the icon herself. The intertextuality also promotes the ideology that the product is supportive of women and for women. The target audience for this advert would have been women - as it is products which stereotypically, women would use and an iconic woman is promoting them.



Question 6:

The elite persons used within this advert are Jay Alvarez and Alexis Ren. They are advertising the new feature for Snapchat, allowing users to save memories. The two are both models, known for their couples travel vlogs on YouTube. For this reason, they may have been used as, within the advert they are showing family members memories from recent travels, meaning the audience may recognize them and be inspired to use the app and its new feature. This adverts target audience may be the mainstream audience from Young and Rubicam's 4C's as the app is extremely common and within the advert, their are common themes - such as family and relationships.



Question 7:

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.