Adverts techniques and Associates

I will analyse five adverts and how they use their techniques to target a line of appeal:

1.

 

Overt message
An overt message is a message that is shown very clearly and the message that the media text is portraying is very obvious and also easy to understand. This is an advert for Haribo. The video shows a kid walking past a girl he liked eating a sour Haribo, at 0:07 we see that its really sour by the facial expressions she makes. So this advert instantly becomes overt because the obvious message in this is telling us that this product is very sour and you might also make similar facials expressions. The target audience for this would be boys and girl aged from "12-18". This is because sweets companies like Haribo generally target the younger audience.  The location would be in the UK as the characters all have English accents. The obvious message can be seen here by the girls face and how sour it and this creates humour, so this becomes a talking point for people so this advert instantly becomes "Entertainment" because this is something someone might watch to distract themselves from what they are doing. Another reasons would be "social talking point" because people might share it and talk about how they feel about the advert, The socio group for this advert would be "E" because a lot of kids who do not work tend to buy these sweets.

2.



Emotional Response (self perception)
Emotional response is how the advertisement makes the audience feel, these can be different emotions such as happy, sad and excited etc. This is an advert for drink driving, the advert shows us a little child playing football in his backyard and a drink driver comes crashing into his garden and then we see the child being killed in the end. The target audience for this advert is mainly aimed at the older audience (18-28). I believe this is the target age group not only because of the character played in the advert who looks around 21-22, but the fact the age group is at a time where you are allowed to drink and young adults tend to party and drink which can lead to drink driving and not taking responsibility of how much they drink. This advert is specifically targeted at the male audience even though it can be related with the female gender the advert mainly focuses on the male point of view as drink driving is mainly carried out by males. The location for this advert is targeted at Germany as this advert was broad casted in Germany. The socio economic group that this advert targets would be "C1+C2" because these are working class people who enjoy alcohol after work and we see this at 0:30. The adverts technique would fall under Information and Personal identity, Information relates to this advert because the viewer is being educated on what can happen after someone drink drivers and the consequences they would face. This creates an element of "fear" which goes back to personal identity because many people would watch this advert and feel guilty that they may have drink driven before and now they put them selves in the same position. This is an emotional advert which created sadness but at the same time puts the viewer in the position of both the characters, the family loosing their child and the person driving the car. This appeals to the target audience as a wake up call and a warning so next time they will be more careful.

3.



Celebrity Endorsement
Celebrity Endorsement is the use of celebrity to take part in a media to sell and advertise a brand. This is used with well known product and reaches a lot of people due to the already made fan base of the celebrity being used in the advert, This is an advert for Pepsi that features the pop star Beyonce, Beyonce is seen dancing her well known music video moves in front of a mirror. The target audience for this advert would be mostly teenagers and young adults (13-25), the gender targeted would most likely be female but at the same time Beyonce also appeals to the male audience for other reasons such as sex appeal so males are still drawn into this advert. Location and ethnicity would fall under 'any' as Beyonce is knows all over the world and by everyone meaning that this advert will appeal to everyone. The socio economic group this would appeal to would be "B and C1+C2", I believe it would fall under this socio group due to the fact the product its self is mainly aimed at working class people, although Beyonce would fall under a more higher status she is used to glamorise the product for working class people. This adverts techniques would fall under Personal Identity and also Social Relationship. Personal Identity would be a strong point for this advert as a lot of people look up to Beyonce and she has one of the worlds biggest fancies, after watching this advert the female audience will feel the need to go purchase this Pepsi drink because Beyonce has drank it (0.09). We see Beyonce take a break from dancing and then drink the Pepsi drink and now suddenly she transforms back to her old characters she has played in previous music videos, this becomes a talking point as many people share music videos online and on social networking sites so this would fall under something to talk about and share with friends and family.

4.


Emotional Response (Fear)
Emotional response is how the advertisement makes the audience feel, these can be different emotions such as happy, sad and excited etc. This is an advert for a paint company, we see the use of fear being played out with the "haunted house" theme as we see a ghost chasing a man but humour input is added in when the ghost bumps into the wall. The target audience for this advert are both male and female from ages 25-35. I believe this is the target age group because paint is mostly purchased by a more mature audience who may have just moved into a new house or want to pain their rooms. At 0.09 we see the couple in bed, and as the man walks around the house we can tell that they have just purchased this house by the boxes and unfinished painted walls. The socio economic group that this would fall under would be "C1-C2-D", I believe this because it would fall under working class people who will buy paint themselves from their local DIY store rather than hire someone to come in and paint their house which more upper socio eco groups may do. This advert has a fear + humour element to it, we see the guy discover a ghost in house at 0.34 and this ghost pops up which frightens the viewer but while the ghost is chasing the man we see 0,48 we see the ghost bump into the wall because of the paint. The horror element to it was the reason why it was banned on TV, but this creates Social Interaction on the Internet and makes people share the You tube link around social networking site so this becomes something people talk about because of its scary element and humour.



5.


Hidden Message
Hidden messages is when an advert includes elements which the viewer might not be able to spot straight away. This is an advert for Ryvita which is a healthy diet biscuits and is advertised by a celebrity TV presenter. The target audience for this advert would be females ages from 30+ this can be identified by the presenter in the advert but also it is commonly known that older women tend to want to eat "less lat" product which means these products are most likely marketed towards them. The location would obviously be in the UK as this presenter is only known in the UK as a TV host and ethnicity would most likely be targeted at white females. The socio economic group this falls under is "B+C1+C2", I believe this because of its glamorisation of the product and a celebrity actually presenting the product. This falls under "Personal Identity" as many women will be able to relate to the fact they want to also be slim. Hidden messages are used here very effectively and the easiest one to find would be the fact they are using a celebrity in their advert to give it that extra boost for people to be attracted to the product. The mentality of "Oh if she tried it then I also should", this can be backed up by the fact from the start of the video to 0:20 the celebrity is semi naked eating the product and her body figure is exposed. This is showing the viewer that this skinny figure is resulting to actually eating the product, an additional message is shown when we see the celebrity put on a costume which represents how much weight she had before at 0:22,  this gives us the shock value and also displays to the viewer the actual weight lost by this celebrity due to diet and also eating this product.