Overt Message:
An Overt advert would be straight to the point and focuses on the matter of the product or service. Injury Lawyers 4U is a great example as the people in the advert are shown as intelligent and professional, making them seem more reliable and trustworthy. As the service provides the technique of a solution to a problem, the service must be serious and keep their facts strong so the viewer understands what they are providing. This would appeal to anyone, even though it seem like they aim for everyday people from any socio- economic group as it says at 0:13 "even to us" referring to the upper class, B and A class. Between 0:02 and 0:09 the only content given factual information making the advert extremely overt and to the point.
Hidden Message:
A hidden message in an advert is the information or delusion consumed by the viewer that is not obvious to the average person. Often this is done deliberately to make the viewer of the advert feel like the must have the product or service shown. There are multiple World of Warcraft adverts where they use celebrates to promote the game by showing a small preview of a class the resembles the celebrity best. This advert is the one with Ozzy Osbourne promoting the game. Using Ozzy Osbourne is extremely well known all over the globe and has a niche fan base for his music as well a highly well known life being married to Shannon Osbourne, a equally well know celebrate with a completely different fan base. Due to the mass fame of Ozzy Osbourne it makes him an iconic figure to look up to and therefore make people want to play World of Warcraft because he does. This is also emphasised though the way that they quote a famous song of Ozzy Osbourne's called 'Crazy Train." At 0:03 as the camera zooms into him he screams "ALL ABOURD!" This is the exact same scream heard at the start of his song. Once again at 0:11 Where he mentions the song "crazy train" as well of giving off his well known personality of swearing making the video seem less scripted and more legitimate that Osbourne actually plays the game out of free will, once again making the hard rock/heavy Metal fans want to play the game. Due to his fans being heavy metal and rock fans, the age would be between 18-26 years old and belong in either the socio-economic group of D or E as rock and metal music fans are stereotypically seen as a layback part of society where they do not have the highest status in employment. All of this is not given straight forward to the audience to promote the game but instead a subtle way of persuading Ozzy Osbourne's music fan to play the game.
Emotional Response- excitement:
This advert creates excitement for the viewer for a number of reasons. Firstly the music played throughout the advert portrays a jolly, happy and enthusiastic emotion to the advert for any person to listen to. The announcer who talk throughout the advert have a upbeat and joyful voice when instructing the works to do the tasks to make the chocolate bar clearly shown at 0:10, as he says "candy shells." This appeals to the target market of mainly children but also people of all ages,genders and any ethnicity. This is clearly is portrayed in the advert from 0:00 to 0:02 as you see a middle class mother and child looking though the window into the chocolate factory. This also gives the idea that the advert would be aimed for families in the socio-economic group of C1 and D as most middle class families are in. This advert also uses a subtle theme of Willy Wonkers chocolate factory from Charlie and the chocolate factory. This hidden intertexualitly of the famous book and movie Charlie and the chocolate factory is shown with the small men making a chocolate bar in a fun and cheerful way shown clearly at 0:06 . This resembles the the film/book with the idea of small people (umpa lumpa in the film/book) and the cheerful and wondrous way the create the chocolate. This could add to the personal identity of the viewer as the reference to a childhood film and book could make them feel closer to the product and buy the chocolate for the nostalgic feeling.
Emotional Response- Compassion/sorrow and Shock:
This drink driving advert convays a large amount of sadness, shock and simpathy towards the scenario played out in the video. Taking away the song played throughout the music video would make the first 32 seconds seem normal and gives no clues where the story of the advert is going. Adding the music does not give a clear sign of where the narrative of the advert is leading but does give a dismal and saddening as the song "Mad world" by Gary Jewell is sung with a lonely tone and the slow piano makes the atmosphere seem much more devastating, waiting for the build up of the advert to see why it is such a sad song. At 0:40 the viewer finally understands where the advert had gone and fills them with shock as they see the boy shown at the start of the advert having fun, being crushed and killed by the drunk drivers car. This advert is clearly only targeted at people who drive and adults who drink, shown at 0:32. The socio-economic group would be every class but mainly aimed for class C1 C2 D as they are the most common working class people who drive on the road regularly. The deviation of the boy being crushed is emphasised at the start by showing him happy with his family playing in the garden creating sorrow and shock to see that he was killed at the end of the advert, using these techniques are a common way to get a point across to the audience.
Celebrity endorsement-
Celebrity endorsement is when advertisement company use a famous person to appeal to a certain audience that fits with the celebraty used and the product being sold. The L'ORÉAL advert has nothing to do with music but because Beyonce is seen as an attractive fashionable role model presides from her music career, because of this the women who watch this advert will instently think that she looks good and she is using the product so the product must also be good, therefore making the sales that celebrity endorsement creates. At 0:03 you see a close up of her eyes to see how well the product has preformed, reassuring the viewer that the product does work and does make Beyonce look good. This would appeal to a female audience from the socio-economic group of C1, C2, and D as it is a make up product that appeals to people who cant afford full makeovers but can keep up with make up. This is for the age group of 15-30 as most girls in this age range like wearing make up to feel more attractive and look like a celebrity such as Beyonce.
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