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How does the ‘Impulse’ advert sell the product?

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How does the 'Impulse' advert sell the product? Advertising is all around us, all the time. Sometimes we don't even realise the more subtle types like logos on rucksacks, but most of us are aware of the fact that the media is always trying to attract consumers. There are several places where advertising is apparent, including newspapers, magazines, billboards, television and, more recently, the Internet. All of these are examples of how people are constantly pulled in to the goods, services or charities that they are, in a way, forced to see; and are made to think exactly what the advertisers want them to think. Many advertisements attempt to sell a product by promoting a lifestyle. That is, viewing a moving or static image of an attractive person who the consumer wishes to be like and then being drawn to what he or she is doing within the advert. The initial aim of any advertisement, that probably all of them achieve, is to make the product look good. In television advertising, a vast number of techniques can be used to aid the promotion of the item. The positioning of the audience and camera angles are important factors in an advertisement. The way the audience is positioned encourages them to be thinking what the advertisers want them to be thinking. ...read more.


The woman then touches her hand to her head because of her incompetence and feels like she should have known that the people around her were gay. She looks back at the two men that she bumped into at the beginning of the advert, and she notices that the man who helped her has his arm around the other man. He shrugs at the woman as if to say 'sorry'. The filming cuts to a light blue screen showing a blurred female figure spraying herself with the body spray, before displaying the slogan, 'Men can't help acting on Impulse'. This advert makes clever use of camera angles. When the woman drops her shopping, the filming is changed briefly to slow motion as the goods are projected into the air, and as they fall back down again. The event is filmed in this way to place importance on the fact that she is just a normal person who goes shopping. The camera shows a close-up on the man and the woman's hands when they are both on the apple, as well as on the woman's face when she is licking her lips, to signify that they are attracted to each other. This is important because it portrays eye and physical contact between the two people. There is also a close-up on her disappointed but confused facial expression when the man that she was flirting with has to leave. ...read more.


Also, Quentin Crisp, a famous homosexual author in the 1970's, appears in the advert. Although few people in the target audience would recognise him, this is a clever use of Members Resources. There is a reference to the words of Rudyard Kipling as well, in the lyrics, 'the female of the species is more deadly than the male'. Certain viewers may notice this. As a whole, I think that the 'Impulse' advert should have been very effective in selling the product. The advertisers have been extremely intelligent to fit so much information into just forty or so seconds of television. It is an excellent advertisement because, not only does it promote the product, but it also projects morals and values about our society. The subtle filming of the people and events in the advert were done well because they were portrayed normally - as things would usually happen, not over the top. The only extreme stereotypes that are included are the gays that the woman sees when she looks around the street, but this is only done to get the message across in such a small amount of time. As little as ten years ago, this advertisement would probably not be shown on television because of its homosexual content. The fact that the woman is completely acceptant towards the gay people she met and saw indicates a changing attitude towards homosexuals in today's world. ?? ?? ?? ?? Sarah Aldridge 10Z1 ...read more.

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