The advert appeals to its target audience in the following ways, it is on late at night on ITV, between 21:00 and 22:00. It is between a program called ‘Footballers Wives’, this is also aimed at around the same audience. The most successful way in which the advert appeals to its audience is, the close ups of the hair. This is because; women will be able to see the hair, and what it could do to their hair.
The advert is also full of hidden persuaders to make the audience buy the product. The advert also has a celebrity and scientific language that will make the viewer think that the celebrity has used it. There is also ‘Diagetic Sound’, which is the tumble weed to simulate the dry hair. Also at the end of the product the company shows three other products. So this means that they are trying to advertise three products. The location of the advert is an exotic one. Also there is sex appeal by showing the models body.
Printed adverts are found in many places. This is the form of advertising that we probably see most. The main places that you find printed adverts are in newspapers, magazines and flyers that people hand out. The advantages of advertising using printing are that it can be cheap and persuade a wide audience. But the disadvantage of using printing is that it is not visual.
The printed advert that I have chosen to study is for ‘Amanda Smith’s Strawberry and Cream Cake’. The brand is Amanda Smith. The target purchaser is mostly to be a woman, for when they do their weekly shop. The target user is basically everyone, as the cake can be cut into portions. The adverts appear in a woman’s magazine. They may have done this to get the woman to buy it.
The persuasive techniques that are used are a slogan, as it is an easily remembered phrase. There is also a big bright picture of the logo, to show people what the brand is. There is also a large picture of the product in the centre of the page; the reader sees this picture first. They also address the reader directly, as in the slogan it says, ‘What do you look’, by using ‘you’, it addresses the reader. The layout of the page is a big picture, which draws the reader’s attention. Then at the bottom there is the logo, and the small print. The use of rhetorical questions is also used at the top of the page. By having rhetorical questions, it makes the reader question themselves.
There are some hidden persuaders to persuade people without them knowing, for example the use of scientific language gives the product credibility. There is also some statistics, these statistics are in percentages, but then the cake is split like a pie chart to show the different sections. By using red, and a mixture of other colours, it makes the advert bright and more appealing.
Within the last few years, the internet has become a much bigger place, with the amount of people using the internet increasing daily, makes advertising companies turn to the internet to advertise. By using the internet, advertisers can keep information up to date with the click of a button. On the internet there is a number of different ways on how you can advertise, these are, banners, pop-ups, and web pages. The advantages of advertising on the internet is that it can be cheap and it can appeal to a much wider audience, as the internet is accessible from all over the world. The disadvantages of advertising on the internet are that, people may have pop-up blockers so they will not see the adverts. Also some adverts that are on the internet try to con people into money, as basically anyone can make an advert, so people’s perspective on internet adverts may be low because of this.
The internet advert that I have chosen to study is from the Game website. It is advertising a price reduction for a game. The advert has some good persuasive techniques, which are; a slogan which is, ‘Deal of the Day’; this slogan is catchy and is easily remembered. There is no logo on this advert, there is a big picture of the product on the advert, and this shows the reader what they are buying. The advert is laid out in a box shape, with white bold writing, to make the important parts stand out. By having a buy button, the advert makes the reader do what they want them to do, which is to buy the product, by having a buy button it makes it easier for the reader. Also by using simple language it encourages the reader to buy the product directly.
The audience is aimed at teenagers and adults who have got access to a credit card to make the purchase. By using red a bright primary colour, it attracts the teenager’s attention as it stands out from the rest of the page.
A lot of radio stations advertise to get their money, for example ‘Galaxy 105’. But like BBC television, BBC radio stations do not broadcast adverts as they get paid out of the television licensing fee. The advantages of advertising on the radio are that you are able to advertise to a wider audience, and also it is local. The disadvantages of advertising on the radio are that there may be interference with the signal.
The radio advert that I have chosen to study is for Baileys. I have chosen it because it has interesting techniques. Also the advert is on a local radio station. The narrative of the advert is a woman, which is describing the actual product. Also the woman’s voice also draws attention, especially to the male listeners. The story of the advert is set in a bar, and someone wanting a drink. The sound is mostly a woman talking about the product, and how good it is. One interesting thing about the use of sound is the use of diagetic sound. These include the ice and the drinking straw. These sounds are happening naturally in the background.
The audience of the advertisement appears to be adults, also because it is an alcoholic drink; it is aimed at adults who drink alcohol. It appeals to both make and female. The advert appeals to its target audience by, describing the drink with adjectives. The most successful way in which the advert appeals to its audience is by describing the drink.
The hidden persuaders that are in the advert are, using diagetic sound. Also by using a woman’s voice, it may have a little bit of sex appeal. The audience of the advert will be adults, as it is on late at night. At a time when adults will be driving home from work. This advert is successful as it uses lots of hidden persuaders and persuasive techniques.
All of the adverts I think were successful in their own type of advertising. But I think that the television advert was the best, as it has used the most techniques. The persuasive techniques that were most common out of all four types of advertising were statistics, rhetorical questions, and bright colours. The hidden persuaders that appeared most frequently were the use of a celebrity, scientific language to add credibility and sex appeal. I found that the use of diagetic sound was the most effective, as it adds realism to the adverts.
All four types of advertising have their different and own ways of getting the reader to buy the product that they are advertising. They also use some of the same for example; the use of scientific language adds credibility to the advert. They also use hidden persuaders to get the readers attention without the person even knowing it, for example the use of a celebrity makes people that that the celebrity has used it. As media is getting even bigger in our daily lives, from watching the news to viewing webpage’s on the internet, the media is forever expanding. At this day in age we rely on the media to get us all of the up to date information right at our fingertips. The most effective form of advertising out of the four types that I have analyzed is the television, as it has the most use of techniques, and also it can, use all of the techniques that the other forms of advertising can, but rolled into one advert. The television adverts has use of audio, visual and movement.
