The Line Of Appeal With Different Adverts
There are many different lines of appeal and each advert looks at its target audience first and then looks at the line of appeal they want to sell that product. First of all in advetrs there is always a message given whether it is to purely sell the product or to add interest. These messages can be through overt or hidden. A line of appea can be catergorized by which the target audience is. We established that there is a hierachy of people and different advets would stand out to different people and these people are;
A- Higher (Manager/ Proffesional)
People that are categrized in this band would be those who manager other or have proffesions like surgeons or nurses.
B- Intermediate
This would then still be manager but for stores i,e bank manager, retail manager. Teachers would also fall under this bracket. As this bracket is where extensive training had to be done to get their.
C1- Supervisory
This would be the people beneath the managers, so those who will assist for example; sales person, shop floor supervisour. These peopel would of needed some training before this.
C2- Skilled Manual Workers
These are people that have to be trained in their job and cannot just start the job i.e electricians, carpenters.D- Semi/Unskilled Workers
These jobs are not hard to get as you don't need much training to get one of these jobs. For example this could be from shop assistances, dustbin men and so forth.
A- Higher (Manager/ Proffesional)
People that are categrized in this band would be those who manager other or have proffesions like surgeons or nurses.
B- Intermediate
This would then still be manager but for stores i,e bank manager, retail manager. Teachers would also fall under this bracket. As this bracket is where extensive training had to be done to get their.
C1- Supervisory
This would be the people beneath the managers, so those who will assist for example; sales person, shop floor supervisour. These peopel would of needed some training before this.
C2- Skilled Manual Workers
These are people that have to be trained in their job and cannot just start the job i.e electricians, carpenters.D- Semi/Unskilled Workers
These jobs are not hard to get as you don't need much training to get one of these jobs. For example this could be from shop assistances, dustbin men and so forth.
E- Pensioners/ Unemployed
Lastly this catergory os mainly to those that do not work or are retired so they get their income from pensions or benefits. Different Ways of putting the Message across:
-Overt
This is meant by a clear meaning being shown in the advert for example it may be you get a free chocolate bar if you buy three and the advert shows you the clear message as the person recieves the chocolate bar. This is straight foward and does not require for you to look deeper than the meaning.
-Hidden
This is opposite to what is meant by overt, a hidden message in an advert it typically more confusing and makes the reader think. These types of messages are not as obvious as the obvious meaning.
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There are also different emotional messages and these genuially would tie in with what kind of advert it is, what the product is they are selling. The different types of emotional line of appeal are; Solution to a problem, fear, concern, compassion and self-preception/social position.
Soluation to problem- This type of line of appeal would mostly be seen in video's that help with money. These could loan adverts or finding cheaper holidays, broadbands and so on.
Fear- This type of advert would be an advert that makes you scared, scares you away from something for example there are adverts on smoking that are there to scare you away from buying cigarettes.
Concern- A concerned advert may be very simular to a fear advert. As they would have the same kind of format.
Compassion- These types of adverts would be where you would feel sad about someone not neccesarily a product for example as a viewer watching charity (NSPCC, Trust Foundation) you have a sense of sadness for the children, animals etc.
Self-perception/Social poistion- This is where the advert has a subect or something you can personally idenitify and relate to it could even be that you aspire to be like someone.
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Celebrity Endorsement
Firstly Looking at many different adverts there are many adverts that use Celebrity Endorsement. They do this for all different reasons. The advert I have chosen to look at with the use of Celebrity Endorsement is the 'Pepsi Max'.
The 'Pepsi Max' advert uses Celebrity Endorsement and uses Beyonce. Celebrity Endorsement is where the advert uses a celebrity, adverts usually do this as it makes the advert more memorable and makes the viewers want to buy the product more as a celebrity has had the product.
Pepsi Max
The pepsi max advert is a well known advert that has just recently been aired, it is clear to say that by having Beyonce in the advert has made more viewers watch it. The pepsi max advert uses a set up location of a dance studio with a darkening atmosphere this makes the advert seem tense as Beyonce is dancing. It also makes sense to the celebrity Endorsement as the location and the Celebrity tie in with each other.
What is effective about the advert is that the advert almost shows beyonce as this new female icon as she has only just come back into the performing industry. So it sets a tone of where by she is advertising the pepsi and her 'Ms Carter'. Evidently this helps the brandind as she will be promoting the drink at her tour.
The advert uses Beyonce as a celebrity Endorsement in a very wise way. They use her as she dances and perfroms all of her most memorable hits and this makes the audience understand the advert as they can relate to it 'Oh I remember that dance routine'. They also have a very clear overt message of having her in the advert as it shows her in different outfits. This is effective as it makes the viewers aspire to be like her. They want to look 'beautiful' like she does in all her different outfits. They almost look up tp her as she is very pretty and has an amazing figure. Young girls and middle age women both would want to be like her. By having her drink out of the pepsi can towards the end of the advert would also make the public viewers to buy the drink as they would feel some acomplishment of feeling a bit more like beyonce as they would have drank thye same drink she has had.
There also seems to be another message in the advert whether it is hidden or overt is unanswered as she dances throughout the video it could also make the viewers feel like if they drink the Pepsi Max maybe they would be able to dance as good as Beyonce. It also makes her seem as she has a lot of energy, is this from the drink? This could lead the viewers thinking does the drink do this to them therefore tehy will go and buy the product to see if it does.
Indentification
The indentification of Beyonce is simply easier many people across the world know who she is, she is one of the most successful female artists and is also the worlds billion dollar music industry couple with Jay Z ever. Even if some people watching the advert don't know her they will still aspire to be like her as she has a talent.
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Solution To Problem/ Compassion
There are many different lines of appeal and the first one I am looking at is the solution to problem as this line of appeal is meant by having a solution to your problem (the viewer). These types of adverts are mainly seen through money adverts; bingo, comparing websites; as all these different aspects are in ways you 'can save your money' or get money to help with finical things. It is clear that within confectionary adverts it will be harder to find one that has this line of appeal. However the advert I have looked at shows some form of a solution to the problem.
Cadbury Dairy Milk
The advert I have chosen is a Cadbury Dairy Milk advert, unfortunetly it is not on English but clearly shows a form of a solution. The advert shows a clear story line of the female being scared to tell her 'Boyfriend/husband' that she is pregnant and clearly has more troubles that are worrying her needs. We see the young female trying to say her problems into the mirror at 0.08. We can see from 0.08 to 0.25 her saying all her problems to herself and trying to find a way around saying them. This is where I feel the line of appeal 'compassion' joins in as this makes the viewers feel sorry for her in a sense. She is stuck in a situation that no one would want to be in and this is why the audience may feel sad for her. The compassion is not extreme it just makes the viewers feel comforting.
At 0.26 we see the problem having to be addressed, she needs to tell her 'Boyfriend/Husband'. This shows a problem in her eyes as she is scared to tell him. We then see at 0.43 the problem being solved by chocolate this being the product they are selling. This almosts makes the audience feel like Cadbury Chocolate can solve any problem. They then go on to smile and almost celebrate the fact that she is pregnant.
I also feel there is a sense of compassion. The music plays at 0.38 causing this sense of sadness because it is a sad song. The couple then smile which makes the viewers relieved and happy for the couple so this contrasts from feeling sad at the beginning but being happy for them towards the end.
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Self-Perception/Social Position
The next line of appeal that I will be looking at is the line of appeal for Self-preception and social position. This is meant by two different meanings. The first one being where the audience/the public viewers can either relate to the advert, this could be simply through an average day to day thing that everyone does. It could also be meant where someone can link themselves to the advert, as in they can see themselves doing that. For example relating this to myself I watch programmes and feel more attached to adverts that have a sense of dance in it, this is because I am a dancer.
http://www.youtube.com/user/CadburyUK?v=pf_aOlhjSJw
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Overt Message
Within advertising adverts typically would have a main message they want the target audience to remember sometimes this is through a catchy slogan that they repeat throughout the advert and sometimes the message is not that simple. An overt message is where the advert has a clear message to sell the product and is easily identifiable. Adverts that use overt message tend to want to make their advert message clear and precise. Having a clear overt message makes the advent memorable as it sticks into the viewers brain. For example adverts like compare the meerkat is very memorable as the slogan is continuously repeated and shows that there is no hidden message.
Haribo Advert
The advert I have chosen that seems to have a clear overt message is the Haribo advert. Haribo's are a well known sweet that have been around for a long time. After watching the advert I have chosen I realised the overt message is very clear to see.
The haribo advert shows a young boy who leaves his haribo's on the side and the rest of his family keeps stealing them. This message is very clear and is almost seen very clearly in all of the Haribo adverts. You have the haribo character that addresses the viewers that the sweets are 'harry's'. He says at 0.06 'They're not yours' this shows that they are stealing the sweets and throughout the advert this is what happens.
Using this clear overt message for the product makes the viewers think that maybe the sweets are really nice so everyone wants some. This can persuade the viewers to by the product more. It also has a clear over message of ' Do not leave your haribo's around' because this could lead to people eating them. Throughout the advert we see the little character addressing the main message by trying to get the sweets back this also makes it more humorous. At the end of the advert it has a slogan that everyone likes haribo's; children and adults like them. This shows the clear message as to why adults are taking a young boys sweets.
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Hidden Message
A hidden message is also used in a lot of adverts and this is to make the reader think without the brand giving them a specific message. This sometimes leaves the reader thinking about the product therefore they remember the product. Sometimes this also makes the viewer want to buy the product to see for themselves if what they thought was right. So the hidden message of an advert is not obvious. It is hard to find confectionary adverts that use the line of appeal as a hidden message as chocolate products need to be precise and not miss lead the audience.
The advert that I have chosen to look at as a hidden message is the advert on Dre Beats. This advert is an example of an advert of a hidden message and it uses the Celebrity endorsement to enhance this hidden message. The advert uses good looking people and celebrites to sell the product this helps them them make the audience feel inspired to be like them. The use of good looking people makes the viewers want to be like them which is where you see the hidden message. This makes the audience feel like if they buy the product they would be that bit closer to being either 'famous' or 'goodlooking' this makes the dre beats almost seem like they acessories to a persons image. Of course this does not deny that the beats are good but it also makes them look like they will enhance your appearance. The hidden message in this advert is clearly by wearing dre beats you are 'cooler' because famous people also wear them. This makes 'normal/ordinary' people have something to relate to celebrities, which is they own the same product.
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