techniques and associations - line of appeal

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.

research purposes

Characteristics of Two advisements

Benefits Offered-
Maltesers are advertising there chocolate as a healthier and low calorie chocolate sweet as between 0:11 and 0:15, the friend clearly states that she doesn't eat chocolate much (most likely for the common thought of it being an unhealthy and fattening product) and then changes her mind after the lady with the Maltesers said, “Less than 11 calories each.” This shows the benefit that the chocolate sweet is actually a more healthy chocolate instead of the typical chocolate that is seen as a unhealthy product that is occasional treat. They point this out again at the end of the advert at 0:33 where they say, “Maltesers. At 11 calories each you’ll have to find new ways to be naughty.” This is stating that there product is not naughty to have, again like other chocolates are often though of when growing up into the adult society. Although this makes a statement that it is 11 calories each, that dont mention how there are quite a few of them in each packet so the maths add up to it still being better than most chocolate but still not a healthy snack.

Advantages over other similar products-
The chocolate industry is know for being an unhealthy sweet product, but the advert focuses on how their chocolate has less calories and is not too bad to treat yourself to. This is mentions at 0:12 the girl with the chocolate mentions it is "less than 11 calories each." making the friend change her mind and take the chocolate, as if it wont do much harm to have. They mention how it not a bad thing to have again at 0:20 where the friend said "See, that isn't very naughty is it?" This again telling the customer that having their product is not like the competitors as there chocolate is not a naughty sweet to eat unlike other chocolates would be thought to be.

Unique selling Point-
Malteser's aim their product to be a healthier alternative to binge eating and snaking with chocolate as it aims to contain less calories than other competitors as they mention the the advert that you will need to find a new way to be naughty as eating their chocolate is not a bad thing to do or as much negative effect like other chocolate and sweets are. This is shown at 0:36 as it said, "You'll have to find new ways to be naughty." In conclusion they make themselves stand out with the USP of being a healthy alternative. Not many chocolate adverts try to appeal themselves for being healthy so i personally think this is a strong standing USP for the brand.

Lifestyle appeal-
The product itself does not offer much to benefit or improve the lifestyle of the consumer much as it does as it keeps the advert simple and bland, not giving any big promises but mention multiple times how eating their chocolate allows them to eat the sweet without feeling naughty or  unhealthy. This is clearly stated at 0:11 where she refuses to the chocolate as she does not eat chocolate, most likely due to the bad reputation of it being unhealthy, and then get convince into eating it after her friend said it is only 11 calories. This means it allows the consumer to enjoy chocolate without having to worry about calorie intake, improving their lives.

Brand Identity-
The way the product and advert make the company looks is light hearted with light humour and keeping people happy with eating sweets. the light humour and light hearted part of the advert is shown as they use the word, "naughty" making the product seem more childish or cheeky. The humour they use is from this word as they put across at 0:22 the says, 'I'll show you want is though." then gets on the table and flashes her chest, but does not show any explicit content. This in my opinion is shown as a light heart humour as the woman is showing an extreme way of being "naughty." without being rude or harmful. The advert shows eating the chocolate is not a bad by mentioning that the product is 11 calories each at 0:34. This is a big deal for snack food to have as it would make more people want to buy the product as it a treat that is not too bad for you.

Benefits Offered-
throughout the advert they use the music, special effects and dramatic actions to portray the tough manly figure the chocolate is meant to make the man to feel, as they feel like a strong man the chocolate bar has to make them feel tough as well. the music is very dramatic to add tension when he is walking. At 0:11 you can see a close up of the man face with an explosion behind him. His face has a determined, brave and strong willing expression adding the intensity of the typical manly feeling even though the task is a small and simple task. This gives the imprestion that the chocolate bar will make the man feel even more manly and tough.

Advantages over other similar products-
Because this chocolate bar aims purely for the male gender it stands out from the rest of the chocolate bars as they usually aim more towards the female gender as chocolate is seen as a feminine product. Using this advertisement allows Yorkie to gain more of a male audience as at 0:27 it shows using the graphics for a man to gain energy to do manly jobs as it said, "Man fuel for man stuff". It portrays itself as a reward for doing a task and therefore making men buy their product as it appeal more to them in the advert.

Unique selling Point-
Yorkie Chocolate bar brakes the normal idea of chocolate being targeted at women and make the chocolate for men. This is defiantly a unique selling point as no other chocolate bar does this advertisement for their product. They make the chocolate very macho shown at 0:08 where he is holding the bags with a pained look in his face and an explosion behind him. This makes the chocolate bar seem powerful and strong, while most chocolates go for a more tasteful and relaxing style of advertising. Yokie clearly has breached a well open market in the chocolate industry and it works quite well as it shows off cliché manly stuff.

Lifestyle appeal-
Due to it appealing to males it wants to make the man feel more manly, as most men would find that appealing. This is shown though the often task of taking in the shopping from the car. although it a boring, plain and simple task the advert makes it look much more heroic and powerful to be able to do the task best shown at 0:10 as the mans face look very focused, strong and pain. This gives off the heroic feeling to the simple task and the explosion in the background just add more emphasis to the over dramatised situation. This makes the point across that when you have Yokie bars you feel more powerful, heroic and manly. This is a feeling men often crave, making the men want to have the chocolate more.

Brand Identity-
The brand put itself forward as a over dramatic and comical product as they use very cliché humour of how men think they look when doing tasks, in this advert taking in the shopping. By using the over dramatic action and music it makes the advert rather humorous for the male audience as it a situation most men can relate too, and to say the chocolate bar can create this feeling makes the men appealed as it is a positive feeling of power, strength and being all mighty. At 0:16 the man is lifting the keys for the door and his face shows he is struggling to do the task and the music add emphasis on this task he is carrying out. At 0:22 you see him looking as if he feel powerful and tough as he takes a large bite out of the chocolate bar. Once again making him feel powerful and slightly barbaric, this adds to the humour of the advert and even though it aimed for men it does not reject women complete as it use to in past adverts allowing more of an audience.

Types of research & Research logs

memorable Adverts

Straight from the start you can see the red monkey with the biscuit around its head with a white coat playing a white piano with the logo of the product. This odd looking character playing a song saying how the biscuit is jammie in a pure white room with everything also white makes this advert very memorable due to how buzzard, out of the ordinary and catchy the song is.We can connect to the monkey in a creepy way as it acts like a human giving us something to cling too and remember. You can see at 0:39 the monkey playing a guitar, what is not associated with animals and at 0:26 you see the monkey on it knee looking up at the sky using a high angle shot, what is often seen in movies at tragic moments, making this moment memorable as well as using this camera language to match keep the emotion of the video. For example thought 0:18 to 0:21, you see the monkey at the window with the dramatic song in the background, the slow zoom and fade to the next shot really captures the emotion that the advert was going for of a romantic, soulful vibe. This advert is trying to sell to an middle aged audience of both genders but could be push more towards the female side due to the romance and smooth song. This is because the video had more references such as the dramatic pose mentioned before and the window scene which children wound most likely not understand as well. At 0:42 as well you see a young woman looking lovingly at the biscuit showing it for the female adult audience.



The advert starts off with it logo panning into an extreme close up of a gorilla's face as a famous song, 'in the air tonight' by phil collins. Throughout the advert until 0:58 the tension builds up with the song and the zooming out of the gorilla that had a calm yet strong look in his facial features. As the drums kick in at 1:00 it makes the moment very memorable as the most famous part of the song and the build up is released into the advert simultaneously giving an  amplified effect. The song and the content of the video could appeal to anybody giving this advert a worldwide audience that personally i believe it has reached as the song is well known globally with may high rating. But due to this song being released in 1981 it would appeal more to an older middle aged audience for nostalgia. Using the extreme close up slowly zooming out adds to the build up by making the video have more motion giving it more excitement.

This advert is an unconventional advert that makes people more confused, creeped out and question what they just heard and saw. This adverts successful for this reason alone. It portrays this idea though the eye contact of the person throughout the entire advert. The whole advert is a man eating ice cream with a plastic spoon off his head, whilst he is covered in it. The clip is kept interesting though the camera language as it zoom out as well as watching the man eat. Due to this advert being quite creepy it would not appeal to children but to adult and mostly teenagers as they most likely would find it funny as well as bizarre. The products name also gives the advert much memorable moments as the long pause at 0:24 going on to him saying the title with much passion. This is toped off at the end of the video at 0:55 where he sound even more passionate and even a little angry and the odd tune crashing on a repeat. Finishing the advert making the viewer question what did they just watch and sticking inside there heads.

The video kicks off with the famous song, "favourite things" which would make the advert already rememberable due to hearing a classic song with the advert allowing the audience to connect with the advert, whom are middle aged men and woman between 25-45, because it is a car advert that would only appeal to people who can drive as well as the song being from that era. This is the only mainly noticeable importunes until 23 seconds in where you can see that the cake they are baking is the car. This is memorable because the viewer would find it fascinating how they made a cake look like a car, because it not though to be done that well easily. The visual of seeing each part of the car being made in a close up or mid shot makes the audience feel apart of the process of the car and remembers the advert and type of car for these reasons.




This advert for Strongbow aims its rememberability on powerful speech with the dramatic music in the backdrop giving a legendary battle like feel as they charge down the hill at 0:50, as if it was a scene from a roman time war charge. The idea of this is linked directly to the audience as the jobs mentioned are typical working class men jobs which this advert aim towards. Using the close up of the men having serious proud faces makes the person who buys the product feel more powerful. The clip is memorable for men due to the situation being similar to famous scene is films like '300', 'Narnia' or 'Lord of the rings' all being popular and well know films to associate the advert with.

This advert for tango shows when a person drinks tango they turn into huge muscled men who groaning or yelling 'AAAARGH!!" instead of talking. This is hugely rememberable for mainly teenagers as they would find this type of video funny due to it being a ridiculous concept where people turn into huge muscly men in pants. extra humour is added at 0:23 as the man turns to the old woman and yell at her finishing off the sketch. The camera makes sure it get as much of the men in as possible but still showing how muscly they are by keeping them in a mid shot helping the viewer to remember the clip. The idea of the men transforming and shouting is what makes this advert so memorable.

The polar bear in the freeze is unusual and therefore memorable as it gives the product a mascot for the product they are selling. The target market for this advert is for mothers, clearly portrayed throughout the advert. As the actress is dress and look the age of the average mother clearly shown in the close up at 0:05. Another example of this advert appealing to mother is a well know phrase, 'If you love someone, set them free." that practically everyone knows. Using the well know phrase and an unusual mascot gives the advert a memorable feeling.



The memorable feature of this advert is how amazingly in time and fast the children are moving the eyebrows throughout the advert. This is very clearly shown with a close up at 0:18 where the boy moves his eyebrows perfectly to the song. The song itself is rather well know but mainly now for the advert as they adopted it with the idea of moving the facial features with the song. This appeals to any household as many people would attempt to move their eyebrows with the music as a challenge and would stick into their heads rather quickly at any age. Children are a clear target market as they are the people who are performing the advert and other children would think that the advert was cool.




For the first 30 seconds the viewer does not think much of the advert but after it gets trapped in the mouse trap and the first of two famous song play 'this is the end', and 'Eye of the tiger'. The viewer is puzzled where the advert is leading until 0:51 where the mouse pushes the trap up, leaving the viewer in shock and instant memorial moment as it surprises and infuses the viewer into a joyful mood. the mouse then goes on to lift the trap in time with the famous song 'eye of the tiger' which would make people feel more involved with the advert because they already know a part of it. This advert was aimed for anyone above the age of 25 as the humour is quite rich and the product is usually only bought by adults.



The clear target audience for this advert are men for a number of reasons. firstly for the memorable scene of a life guard saving an attractive girl in a bikini from a shark attack. The music at these moment between 0:07 and 0:24 are heard to have heroic music to make the man seem more powerful and brave. the twist of the advert that makes the advert most memorable is at 0:41 where the girl turns her head from her hero and see an a astronaut walking and taking his helmet off. Once again appealing to the male gender with voyeurism when they girl runs in slow motion towards the astronaut. Finishing with a nerdy looking guy in the space suit getting the girl and the graphics saying at this part of the scene 0:49 - 0:54, where the graphics say, "nothing beats an astronaut....... ever" giving a comical appeal but sticking to the target market using the voyeurism and humour to keep the advert memorable.