Advertising Techniques and Associations - Line of Appeal

Overt

L'Oreal - Elnett Satin Hairspray 

The first advertising technique I will discuss will be Overt. This type of technique I where the advert is very obvious and clear about what product they are selling. I have chosen this advert as my example for Overt advertising because from the start to end, the audience already know what Cheryl Cole is talking about due to the product being shown at 0.06 . At the start of the advert, Cheryl Cole is looking at the camera and says "Spray it, up-do it", this indicates that Cheryl Cole is talking about a form of hair treatment due to the word 'spray' and the word 'up-do', which is a common hairstyle. In 0.08, we see an extreme close up shot of a brush going through someone's hair with Cheryl Cole saying " Brush it in, brush it out." With this being said, the audience would now be well aware that the product Cheryl Cole is talking about is hairspray. We also know that this advert is targeted more to women because Cheryl Cole is giving them tips on how to do certain hairstyles and get the look like hers with the hairspray. This is different to other competing products and stands out because it is advertising and celebrating a 50 year anniversary for L'Oreal and you don't see many hairspray anniversaries on television, so it is different and stands out for the public and see how successful it has been over the years and why people should still buy it because it could do so many things to your hair as Cheryl Cole had just demonstrated.
Hidden

Lynx - Even angels will fall

The second advertising technique I will talk about will be Hidden. This is where the product and the advertisement are completely separate so the advertisement will have nothing to do with the product or could seem quite confusing and could throw the audience off track. The advert I have chosen as an example for this would be the Lynx Angels Will Fall, I have used this advert because it is only at the end when we realise what the advert is all about and what it is advertising. start of the advert we see a young boy looking towards an alleyway and then we see something fall from the sky and crash land into a town square set in Italy everyone gathers around to see what just happened and to see what fell, as the crow passes with a glimpse of the woman and then a full shot without getting up with her wings on show, halo around her head and violins playing in the background. In 0.22, we see the angel look like dazed and confused about where she is and what she's doing, in 0.34 we see an establishing shot of the Italian city and faint blips of things falling from the sky presumably being angels falling from heaven and crashing into the streets. i personally get the impression that the location is Italy based on the music, the villages, the dress sense, the appearance of the people and with the fact that in 0.26 a man actually says "mama mia" which is an Italian phrase. In 0.57 the angels are walking very synchronized towards something and they all going in the same direction, we then we see a man going up to his motorbike and the angels all gather to surround him and breathe in. They then grab their halo rings and smash them onto the floor obviously indicating that they are not angels anymore. It isn't until 1.27 where we see the man spraying himself in a separate scene with a voice-over saying "New Lynx Excite. Even angels will fall." this is then followed by a crashing sound with a small feather coming from the rooftop. The hidden message in this advert was that if you spray yourself with this new Lynx spray, it will attract women from all over and even attract angels from heaven because of the seductive and amazing smell.

Emotional Responses or association

Compassion

Budweiser- Lost Puppy

The third advertising technique I will talk about would be emotional responses and associations. The first video I will analyse would be compassion because that is an emotional response I have used the 2015 Budweiser advertisement because it is one of my personal favorites and it is full of compassion and love. The Budweiser adverts are series adverts that are made every year in sponsor of the Superbowl. From 2014, the series have been spruced up a little and had a change from focusing on the Clydesdale horses and including a Labrador puppy. This year the advert was titled 'Lost Puppy', this instantly gives the audience an idea of what it will about. In 0.03 we are introduced to an adorable puppy living in a barn with the Clydesdale horses, their owner and trainer. There is also soft music playing in the background possibly representing the puppy's innocence and purity. The advert shows the journey the puppy goes through and how it affects the animals and the trainer which show how this little puppy has got so much love from both humans and other animals. At 0.11 we see the puppy jump into the back of a van and is unintentionally transported outside the farm and into a town. He then jumps out and try to find his way home, also as time goes by we see the trainer going out to the street handing out flyers, posting them on lamp posts and looking for the puppy which shows the sort of lost companionship and love he has for this dog. I believe -not just for myself but for the other people that have seen this advert- that from 0.31 on wards is the most touching scene in the advert because the puppy finds his way home. As he barks, declaring his return, he is then face to face with a wolf who had clearly been tracking the puppy for some time. 0.33 shows us the chilling scene where all the Clydesdale horses are kicking their stables in to escape and reach the pup. The best part of the advert for me, or the most compassionate scene, is where we see the close up shot of the horses galloping towards the puppy with the song in the background saying "i would walk 500 miles", scaring the wolf a away and then the amazing reunion of the puppy and owner at the end. This is a great example of compassion because it teaches the audience that compassion isn't just about humans, it's not just a human emotion- it's for all species and this is a very strong and powerful emotion to have.

Solution to a problem


Snickers- You're not you when you're hungry

I have used this advert as an example of my 'solution to a problem' technique because the advert is giving us an example of a problem where the Snickers bar is the solution and can fix everything. The advert is clear on where it is set and what's happening due to long shot at the very start of the advert. We then we Joan Collins from 0.02-0.14 throwing a child-like tantrum about someone taking her deodorant. In 0.15, another man comes up to her saying " Dan eat a Snickers ..because you turn into a right diva when you're hungry."  After Dan/Joan takes a bite of the bar, the man says "Better?" in a slightly patronising way. The scene then cuts back to Dan as a sweaty football player calmly saying "Better." As well as the slogan, this tells the audience that having a Snickers bar will solve what ever problem you are having, so you could say the company is describing their chocolate as a hero or peacemaker.

Celebrity endorsement


Chanel No.5 - Marilyn Monroe

The fifth and final advertising technique would be celebrity endorsemenot, this is where a celebrity makes an appearance to describe the product as a whole. There are thousands of adverts of celebrity's being in adverts related to their lives or job. Common examples of celebrity endorsement would be David Beckham with football equipment and Kate Moss with make-up. My ultimate favourite would be the late Marilyn Monroe with Channel No.5. I have chosen this advert because Marilyn Monroe is one of the most iconic and unforgettable women in the world, this was an original 1930's interview about Marilyn Monroe and how she lived her life and one of her answers to a question was so memorable and innocent that it will go down in history. At 0.04, she's telling an interviewer on a recording that they asked me what i wear to bed, she said "Do you wear pajama top? The bottom of the pajama? A nightgown and I said Chanel No.5!" With preventing any controversy about her comment she said in 0.18, "I don't like to say nude, but it's the truth... it's the truth." With this being said and by Marilyn explaining herself also showed what sort of person she was and how she was and still very much is an inspiration to women and young girls.