u4 brief 18-19 by on Scribd
Final Deadline - 14th December
John Lewis Advert |
Dogs Trust Advert |
Sainsbury's Advert |
Overall I personally think that the Sainsbury's advert stands out the most because it is based around World War I, and it marks 100 years since the first world war started. That major event played apart in most of our lives because a lot of people lost their lives fighting for our country and the subject can be emotional for most people. These adverts are trying to make people feel emotional and they are trying to make people feel empathy and sympathy towards what's happening in the advert. These adverts are trying to sell themselves by using things that we like or things we can relate to, for the Dogs trust advert people who own dogs are going to be affected more than people who don't own a dog. the same goes for the John Lewis advert except people who have children are more affected by the advert than people who don't have any children. The 2014 John Lewis Christmas advert involving the boy and his relationship with his toy penguin has the highest production value of around 7 million pounds and the fact that each penguin toy sold for just under 100 pounds and they sold out within 24 hours shows that they did really well in terms of production and profit. The Sainsbury's advert did well in terms of charity because the product was sold for 1 pound with fifty pence going to Sainsbury's themselves and fifty pence going to charity to celebrate the year marking100 years since the first world war.
Pathos |
means to persuade an audience or a viewer by appealing to their emotions.
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Logos |
means to appeal to an audience or a viewer by use of logic or reason.
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Ethos |
means to convince an audience or a viewer of the author's credibility or character.
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Avante Guarde |
where it encourages you to be first out of all your friends to own this product.
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Bandwagon |
where the company advertising it are telling you to not miss out so you are not the last one to have the product and buy it so you don't feel left out.
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Patriotism |
means you can express loving your country by buying the product being advertised.
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Weasel words |
mean that the advert is saying something without saying what they actually mean so they don't have to prove it
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Snob appeal |
means that if you buy the product you are likely to become part of a luxurious lifestyle.
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Magic ingredients |
where a discovery makes the product better or more effective to the user.
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Transfer |
where the product being advertised is described with positive words and there are positive videos shown.
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Bribery |
means that you get more or extra as in buy one get one free for example.
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Plain folks |
is where they use ordinary people instead of celebrities to promote their product. For example in the Haribo Starmix adverts they have ordinary people doing basic things such as waiting for the train, a group of rugby players and a meeting in the office but their voices are replaced with young children's voices which makes the advert more interesting and helps fit with their slogan "kids and grownups love it so, the happy world of Haribo". what is also interesting about the advert is that the ordinary people in it act as if they are ordinary kids.
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What is semiotics?
Semiotics is the study of signs and symbols and their use of interpretation.
What is a signifier?
A signifier is a signs physical form, such as a sound, printed word or image, as distinct from its meaning.
What is signified?
It is the meaning or idea expressed by a sign, as distinct from the physical from in which it is expressed.
Why is semiotics useful in advertising, and why do advertisers use signs?
Semiotics are frequently used in advertising to signify an advertisers message through the use of signs or symbols, in some cases however, the sign can be an exact representation of the thing being signified, and in other cases, it might be a symbol associated with it.
Make up advert - Case studyFrom the advert we first of all notice the brightly coloured hot pink which is used for the woman lipstick, the text at the top and the border surrounding the image giving the advert a Barbie doll like feel to it and we normally associate anyone with this style or look with being an air head, meaning that they come across as quite careless or a bit thoughtless, and what we also notice is that the woman in the advert is blonde and there was a saying or a theory where blonde women were typically associated with being dim and a little bit stupid, suggesting that this process of using animal testing to experiment and test beauty products is a bit silly and a bit unnecessary. Moving on to the dog in the background, we straight away notice that the dog is in black and white which connotes a lot of sadness, the fact that they have made the dog look cute and sad connotes a lot of innocence and it makes you realise how bad animal testing is and what is also noticed is the fact that the small dog is placed behind what looks to be metal bars suggesting that the dog has been placed in some form of cage which also helps to make people feel bad and realising what is actually involved in animal testing. the advert says "do you really love your make up?", and the phrase "your makeup?" helps to create an emotional response from people who wear make up because it suggests to them that the process of creating their make up has lead to the conditions of this small dog and this is an effective way of advertising, make people open their eyes a little bit.
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Think biker TV advert - Case StudyIn the advert the bikers have huge fluorescent signs attached to their bikes which are there to make them more obvious to drivers around them and this can be seen at the beginning where the motorcyclists are going down roads which are dark so the signs make them easier to see. the advert is filmed at night because that is when most motorcycle based accidents occur and night connotes a lot of danger. Because of how dark it is at night, people don't really notice motorcyclists and in the advert we see people looking directly at the motorcyclists at around 0:09 which shows that the other drivers are actually acknowledging them and it makes a huge difference. More specifically the big bright signs on the back of the bikes flash and have special effects and they have their name and some information about their personal life which makes you care and think a bit more. At around 0:33 we see the driver about to move in front of the couple on the bike but the driver looks in the mirror and sees them on the bike so the driver gives way to them instead and then at around 0:35, we notice that the lady on the back of the bike says thank you to the driver and this is effective because it shows to the drivers that motorcyclists aren't always bad.
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LO Evaluation/Blog
This week I discovered some techniques about advertising which consist of: pathos, logos, ethos, weasel words, plain folks, avante guard, bribery, snob appeal, bandwagon, patriotism, transfer and magic ingredients. and I also discovered how consistently these techniques are used because most adverts tend use around 2 or 3 of these. I also learned about semiotics which can be found in adverts, for example if the advert was filmed at night then that means that the advert is going to be about something involving danger or something involving the dark, this being from the second case study that I did and from the first case study I did with the girl and the make up you can first of all notice the hot pink connoting a Barbie feel to the girl suggesting that she an "airhead".
In my advert I want to make use of persuasive techniques such as plain folk because I feel that when I watch an advert I can relate to the person in the advert a lot easier when they are an ordinary person because its harder to relate to a celebrity for example I also want to use avante guard because that would mean that the ordinary people in the advert would have to try and be first to get the product or they would have to say that they are one of the few people who bought the product first. For now I am not so sure but I can possibly look into them a bit more.
In my advert I will make use of semiotics by making the advert quite festive and positive because that's what most people associate Christmas with and I am going to include a feel of giving rather than getting because that's what makes Christmas, Christmas. In the advert I will have things that will connote positive and festivity so I will have Christmas themed happy music with bright red and white colours, white to show snow and positivity, red to show that its Christmas. I will try to include more things when I come to make the advert.
I feel that I am on track for my work in unit 4 so far because all of my work for LO1 has been completed to a good standard and I feel like I am on track at the moment.
In my advert I want to make use of persuasive techniques such as plain folk because I feel that when I watch an advert I can relate to the person in the advert a lot easier when they are an ordinary person because its harder to relate to a celebrity for example I also want to use avante guard because that would mean that the ordinary people in the advert would have to try and be first to get the product or they would have to say that they are one of the few people who bought the product first. For now I am not so sure but I can possibly look into them a bit more.
In my advert I will make use of semiotics by making the advert quite festive and positive because that's what most people associate Christmas with and I am going to include a feel of giving rather than getting because that's what makes Christmas, Christmas. In the advert I will have things that will connote positive and festivity so I will have Christmas themed happy music with bright red and white colours, white to show snow and positivity, red to show that its Christmas. I will try to include more things when I come to make the advert.
I feel that I am on track for my work in unit 4 so far because all of my work for LO1 has been completed to a good standard and I feel like I am on track at the moment.