The ad continues with its enticements to reel the costumers in by expressing the desire that most people want a fit ad toned body. Today, the majority of people are not satisfied with the way they look and feel and therefore they believe that if they buy a certain product or use a certain object that will make attractive or healthy. In this case if the person buys this product this will not only achieve a ‘FLATTER TUMMY’ but they will also be a ‘Big Reduction on BONE TARRING’. They use this technique because looking good in today’s society is very important. The ‘Air Pacer’ appeals to a wide range of people from youngsters to the elderly; they even state that it is ‘Great for all the family’.
In general the still advert looks quite chaotic; the page is thick with pictures and information about the product. The advert is filled to the rim with complimenting information that gives off the idea that the exercise machine is so life transforming and great that there is not enough room to say all the great things about it. The image of Mr. Motivator instantly captures the audience’s attention as it dominates the advert and draws the reader’s eye into the adverts detail.
The use of a celebrity is generally considered as the most effective advertising format as well as T.V commercials. This may be because in a T.V commercial the advertisers can interact with the audience and allow them to see and feel what is going on in the commercial, this techniques is well portrayed in the Levi’s jeans infomercial. The advertisers use the dramatic use of a hostile location and apprehensive music create a feeling of suspense and tension which help show the audience what an antagonistic place it is.
The advert is set in cold war Russia 1917. When the advert first begins we see that it is in black and white giving it inhospitable look to the landscape. There is a large portrait of what looks like the communist leader of Russia. The image appears to be looking down at the people and watching them, like the famous show Big Brother, his eyes seem to follow you wherever you go. A young attractive male has just arrived in the country and is tying to smuggle in a pair of Levi’s jeans and luckily he does. There are many guards present, which all have a similar look to each other, they are very aggressive and hostile all with straight faces as if they where in the army. The male finally reaches his house which look like rabbit cages where the government can keep an eye on them. The male finally reaches his home where he finally has some privacy as in the time of communist Russia the president would have spies everywhere.
The scene is almost like the book ‘Nineteen Eighty-Four’ by George Orwell, where the advert focuses on a repressive, totalitarian regime where anybody and everybody where spied on by the presidents spies, just like in George Orwell’s book where the characters of the book are watched by a big brother like figure. The ad also effectively showing that the Levi’s jeans have brought a bit of American democracy and has conquered communism – which is an absurd claim but nevertheless it is quite persuasive. This is shown once the young attractive male has entered his house and has quickly unwrapped the Levi’s jeans from his suitcase and a biography of James Dean; a young American rebellion who signified freedom in his time. Even though throughout the commercial there was no speech, the infomercial had a great effect on the audience.
T.V commercial can have a great audience especially in campaigning adverts. Another example of an infomercial where there is no speech is no speech just the theatrical effects of music and special effect is the anti-fur trading campaigning advert. The commercial begins with a model walking down the runway with a large fur coat around her shoulders. There is a unwelcoming feeling of the ad .There is a black and red theme in the audience, all the females have blood red lips and everybody is wearing black as if they are going to a funeral – which awkwardly enough is true. As the models begin to walk down the runway the viewers become more enticed with the coat and therefore begin to like their lips. Suddenly a drip a blood hits a viewer’s face, then abruptly blood is constantly pouring out of the coating and the crowd begins to act insane and the strange thing is that the models are oblivious to the chaos.
The advertisers use the brilliant effect of only using test right at the end of the advert. ‘It takes up to 40 dumb animals to make a fur coat, but one to wear it’ this suggest to the audience that we are lucky enough to stand up for ourselves, so we should help the ‘dumb’ (the mute) animals to speak out on their behalf and save them. What is presented to us is a slaughter house the audience can have a preview of what the innocent animals go through.
Advertisements plays a big part of our live, at one moment it can amuse us and in the next it can gives us the shock of our live. Both still and television adverts have some similarities and differences such as the use of logos (the Levi’s red label and the anti-fur red logo). But a difference between still and television adverts is that still adverts cannot use the effect of sound to entice the viewers. Advertisements have the power o change our minds only by using a range of effective, persuasive techniques. These could be an intense piece of music; like in the Levi’s Jeans advert or touching phrase just like the one in the Lynx Anti-Fur advert.
