• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

How is the Guinness advert designed to sell Guinness to the target audience?

Extracts from this document...

Introduction

How is the Guinness advert designed to sell Guinness to the target audience? This Guinness advert uses a vast range of advertising techniques to sell Guinness to its target audience. The most important and effective technique used to sell Guinness is the role model, Marco, this is because Marco has defied the stereotype of an 'Old Man' e.g. walking sticks and moaning all the time, but instead he is very healthy, attractive for his age and well known in his area. This is every older man's dream, so by giving men the notion that they will be fit, healthy, attractive and well known by drinking Guinness, helps to sell Guinness a lot more to the target audience of 'an older man'. Guinness uses the role model, Marco, as an effective and compelling role model for the target audience of older men. Marco is a very well known person in the village that he lives in. ...read more.

Middle

This way of advertising also attracts a younger target audience as younger people tend to be more sympathetic than adults, and they may persuade their parents/guardians to buy Guinness. The technique used by Guinness to sell Guinness to the target audience, subordinate to the role model, is the use of language. The Guinness advertisers most effective use of language is the voice over for Marco's brother. His voice is low, almost a drone, but it has feeling and emotion, and this is present when Marco's brother is telling us how Marco has worries of getting older. The target audience can relate to the voice over as it can be felt as a fatherly voice, which makes them want to buy Guinness because they are persuaded by the Guinness advertisers use of subliminal advertising. A very important technique used by the Guinness advertisers is the use of camera shots throughout the advert. For example, the camera shots help to set the scene. ...read more.

Conclusion

This tells the audience that Marco is a champion and is successful, and also still is because he has drunk Guinness throughout his life. This shot is a mid-shot as it allows the audience to see Marco's medals in detail. In summary, the camera shots do two important things. Firstly, the shots emphasise the people's adoration of Marco and his importance as a role model who will encourage the audience to but Guinness. Secondly close-ups are also used to emphasise the importance of the drink itself. In conclusion it can be seen that the makers of this advert have used a range of media techniques to persuade the audience to go out and buy Guinness. I still feel that the most important technique used by the Guinness advertisers is the creation of a role model, Marco, who represents everything that his middle-aged audience would want to be. He is still successful, fit and adored. Marco's audience would also empathise with his vulnerabilities over getting older and frailer. So the audience are being persuaded to buy Guinness on two contrasting, but effective, ways. Leon Simmons ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Plays section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Plays essays

  1. Explain how product will affect its target audience

    After filming I linked my camera to the I-movie program and imported it all over and from then on edited my footage. I only had to return to Hull once to get more footage due to my planning being thorough.

  2. Analysis of advert and rules

    It also gets to point across straight away; this is why it is suitable for this type of writing, as it is instructions so they have to be short.. Proper nouns are used usually to state someone's name or to give the name of a place.

  1. The Self-help Craze: Motivational Speakers And Solutions They Sell

    The difference with self-help material is that inspiration is not an effect, but a product. Life coaching and motivational speaking have become careers in themselves with their own training programs, which teach people to become speakers. Some of the people in this industry are inspirational because they have been trained

  2. "At the conclusion of " 'Tis Pity She's a Whore" do you condemn or ...

    committed the sin of adultery, and Bergetto is frequently referred to as an "idiot". They all also have ulterior motives for wanting Annabella's hand in marriage, mainly because her father is extremely rich and is at quite a high social status.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work