Task 4: Conventions

Task 4

iPhone pop-up advert (New Sector):

In this pop-up, there is no voice-over, music and SFX like you see in a TV advert because this is digitally being shown to the audience. The text is in the middle of the ad but there is some on the bottom left, top left and bottom right, this could be suggesting that this advert is trying to promote this competition to win a gold iPhone by using a gun to shoot the phone to get it.

The personally of this product is cool and looks reliable because it looks easy to use and shows what the phone capable of doing, for example: montior heart-beat while execising, user-friendly apps, listen to music, take pictures and record footage etc. This advert makes me want me to get the product because it has easy access to iTunes where you can download music, watch films or tv programmes and get free apps.

There is no duration of time in this pop-up advert like you see in the TV ad of Microsoft's Surface Pro 3 because people can take their time to decide if they want to play this game to win a Gold iPhone and they have an option to close it down as you may not want do this because it could be a scam and could problems with your computer.

Microsoft Surface Pro 3 Advert (Old Sector):

The story of this Microsoft advert is that the product (Surface Pro 3) is being compared to the Apple's MacBook Air and showing what features that these two products have, for example: both have 4GB RAM and 128GB storage but the difference between these two products is at Surface Pro has touchscreen, a pen and detachable keyboard whereas the MacBook Air does not have these features.

In this advert, the Surface Pro 3 and MacBook Air are demostraight what the comparison are but in other words these two products were in use and there is some enjoyful music playing in the background because without background music, this advert would become boring to watch.

The style of font was normal like someone wrote '4GB RAM' in Times New Roman because it looks presentable and clean so the audience can see the writing but the size is also normal due to the fact that if there was large writing in this ad, people will not read clearly.

The text is positioned on the left and right of MacBook Air and Microsoft's Surface Pro 3 but towards the end of the advert a little of text is placed in the centre. There is no celebrity endorsement in this advert due to the fact that people will only buy the product if a famous person is on there (at times) but this advert is trying to make the audience think what product is better for you to buy.

Comparsion: The differences between the Microsoft Surface Pro 3 advert and the pop-up ad is that, the broadcast in the old sector has a specific length of time which onlys last etiher 30 seconds or even 2 mins and appears on TV or cinemas. While a pop-up advert is shown digtially such as a computer with a specflic website like Safari on Apple but it does take-up a lot of space.

Task 3: Persuasive Techniques

the perfect story/lifestyle (use of the product or service creates the perfect outcome, e.g. using a certain washing powder on your shirt gets you the job interview)

Emotional Appeal


In all adverts, you find different emotions being found in it:

• Negative: fear, pain and guilt
• Positive: happiness, joy, inspiration and aspiration
• Compassion: pathos, empathy, sympathy and sentimentally   

But I am going to look at all the positive emotions in this broadcast advert. In this Coca-Cola advert, it is period of Christmas where families give joy to others and using little gestures to make other smiles during this special season: for example: a policewoman giving shoes to a homeless man or family going to a relative's place for dinner. Santa appears in the advert which confirms that it is the time of Christmas and winter. This advert will make the audience feel happiness and joy because it is what Christmas is all about.

Comparing different emotional appeals

1) I recognise a positive and negative adverts because people show their joy or happiness to others but people may feel sad or lonely in different one. There are suitable for the audience to watch it because they may feel happy for someone in the advert but will feel sympathy for the person going through a tough period.

2) The Coca-Cola's Christmas advert creates this positive technique because there is joyful music playing in the background but clips of showing people giving back something to their families, friends or relatives- for example: a police officer giving shoes to a homeless man or a family going to their relative's place to have dinner together.

The Macmillan's advert does create a negative and compassion technique because there is sad music playing in the background but in the video, when certain people are hit by the news that they have cancer, they to fall onto the floor because they feel that there is no-one to help them.

3) A positive advert is most effective to appeal a youth audience because there is a lot of joy and happiness in the ad. But a negative ad is also effective as-well because they may feel sorry and have sympathy for that person.

The audience will buy into products like Coca-Cola or donate to MacMillan because in adverts, there is different emotional appeals and the use of describing by narrator in happy or sad ads makes them think to whenever buy this product or donate money to certain charities in the UK.




Banner Advert: Nike T90 Laser IV

Type of advert: benefit based (opposite to the problem-based type, where the positive effect of the product or service is emphasised, e.g. you will look younger)

persuative Techniques: features & benefits

Advert 1

1. Identify the technique and describe how you recognise this technique in this advert as a suitable example

The technique that being shown through this image is the features and benefits of a Nike's T90 Laser IV and this persuasive technique is recognised as it is describing what will happen if the person had this product.

2. What is it persuading the audience of and how does it do this in the advert?

This is persuading the audience with the bold words like ULTIMATE PRECISION AND POWER and 'THE PERFECT STRIKE'. It does this at the middle and bottom of the page to get the reader's attention if they saw this on a computer.  

3. Why does this technique appeal to a youth audience?

This technique appeals to a youth audience because they will be convinced that this product (football boot) will give them the perfect strike and its ultimate precision and power to get past or away from their opponents. 

Advert 1

1. Explain how this technique works – does it appeal to identifying with the characteristics of the product or to logic and reason-decisions to buy?

The features and benefits technique works because it is appealing to identify what are the characteristics of the product with its 'ULTIMATE PRECISION AND POWER' but a close-up image of the T90 Laser seems to suggest otherwise that is more powerful than you think and the reason-decisions that people will buy this product is because they are able to unleash its 'THE PERFECT STRIKE' of a football.

Advert 2

2. Explain how this technique works – does it appeal to identifying/being associated with the characteristics of the brand or to logic and reason-decisions to buy the product?

I recognise a positive and negative adverts because people show their joy or happiness to others but people may feel sad or lonely in different one. There are suitable for the audience to watch it because they may feel happy for someone in the advert but will feel sympathy for the person going through a tough period.

The Coca-Cola's Christmas advert creates this positive technique because there is joyful music playing in the background but clips of showing people giving back something to their families, friends or relatives- for example: a police officer giving shoes to a homeless man or a family going to their relative's place to have dinner together.

Compare advert 1 and 2

3. Compare the differences between these techniques in the adverts selected

The difference between Coca-Cola's Christmas advert and the Nike T90 Laser IV's features and benefits ad is that one creates a perfect story with the product while the other creates a sense of persuasion. The perfect story/lifestyle advert is when a product makes the audience experience different emotions like happiness or sad feelings. The Coca-Cola advert shows different family stories which make us as the audience feel happy for them for example: police officer giving a pair of shoes to a homeless man. The Coca-Cola bottle features in all of the scenes. There is also joyful music playing in the background and in some clips, there are people giving something back to their families, friends or relative. The product does create this sense of happiness and joy and the audience will be left with these positive feelings. Where as the features and benefits ad aims to persuade the audience with persuasive words like 'ULTIMATE PRECISION AND POWER' and 'THE PERFECT STRIKE' to convince the audience to get this product. The advert is just one image of the actual football boot with the ripped goal net - because it is making the product look powerful which it not at all. The text uses bold font and strong powerful words to suggest that the product is more powerful than you think. It will make the audience to go the nearest Nike store to get this product. Another difference to these techniques is that the Coca-Cola ad has links to their website while the features and benefits ad has no links to a website. 

4. Explain why they are an appropriate technique in selling this particular product to a youth audience?

These two techniques of the perfect lifestyle/story and information ad are appropriate techniques in selling a particular product to a youth audience because they will feel persuaded with the features and benefits ad due it having persuasive words and the way one of the Nike T90 Laser boot is positioned with the ripped goal net shows that it is powerful but it is being exaggerated as in reality, it is not powerful that people think it is. In the other ad (Coca-Cola) is filled with happiness, joy and people giving something back which it will make the audience feel happy for them in the ad but like with the other ad- it is exaggerated because in reality, Coca-Cola is just a normal soft drink. When people buy this product, they will associate the product with happiness.  

Task 2: Types

 






The comparative advert (comparing the product or service with similar products or services on the market)

1) Describe how you recognise this type of advert?

I recognised that this is a comparative advert because companies use this strategy to gain recognition from a certain industry and it is pointing out the difference of Costa and Starbucks of which one is better to have.

2) Explain how the example fits this type of advert?

These ads fits its type because Costa is a coffee shop that people are likely to have on nice and sunny day or to have a drink with friends or family.

3) Why and how does this type of advertising work?

This type of advertising works because it makes the audience think of whenever to try the product from this coffee shop . It was done by the use of a head-to-head taste tests which Costa did and showed that 7 out of 10 coffee lovers (people) preferred Costa cappuccino to a Starbucks coffee.

Comparing the types of adverts (Demonstration):

1) Demonstration ad shows that how a product works in a advert and it benefits to the consumer. This is recognisable because in this advert, it normally shows the product or service being used and the features of it, for example: the Microsoft hololens advert shows people using the hololens for different tasks being set and how it works.

2) The difference between comparative ads and demonstration ads is that comparative is points out the difference of similar products in the market, while the other have people show what the product or service can do. Another difference is that demonstration ads is profit-driven because it gets people to buy the product but comparative ads tends to make people believe that this product is better than the other one.

3) A comparative adverts is when two similar products are from the market is compared to see which product is better than the other to make people buy it.

Demonstration adverts is more effective of promoting the product to a younger audience because this type of ad shows how this product works. It allow the audience to understand the product more. 

Task 1: Sectors, Platforms and Consumption

What is Captive Audience?

Captive audience means that people are forced to watch a ad which they can not skip like you do on YouTube (internet). These are examples where you find this- cinemas and live TV. This is an example of old media in the moving image sector and it is non-digital.

The audience consumes the ad by watching and listening at the same time while it is being shown. But they are forced to watch it because they can not skip it.

In TV services of Sky, ITV, Netflix and Channel 4 or 5, they have on demand where you can watch your favourite programmes on catch-up. While watching it, they have ads being shown and this where captive audience will be seen. But on Channel 4 or 5, the audience is forced to consume the ads being shown.

What is new media?

New media means that a mass of communication by the use of digital technologies. This also refers to access on-demand services content anytime and anywhere, but you can give interactive user feedback as well.

This will found on the internet, phone, YouTube, social networking sites (Facebook, Instagram, Twitter, Vine, Snapchat etc) and adverts. The new technologies are described now as new media because it can interacted rather than old media (TV) and now, this generation intends to revolve because young people can not survive without their phones (technology).

What is old media?

Old media is a traditional means of communication before the new medium of internet came in. The industries which is considered to be part of this are broadcast, cable TV, radio, movie and music studios, newspapers etc.

The adverts that been shown in old media is considered to be old because it attracts and appeals to everyone unlike new media due to a owner owns an mobile phone and cinema movie trailer for example, appeals to a wide audience. Also, you can not interact with billboard (old media) because there is no relationship with the product (advert).

This is a example of new sector, it is digital media and you can find this on the internet. Its a pop-up advert which explains that it appears at anytime. This is for individual audience because you find this on your computer and makes you think to whenever to play it or not,: for example you may find this on a apple computer. But in the old sector, the iPhone 6 advert is for everyone because it is targeting people who want this phone . The audience consume this ad by having control over it because they can decide to close it or play the game but in the old sector, people are forced to watch the ad and shows that it is causal. The most common website that pop-ups are founded is on Safari (Apple) because other websites that the person will use, there is a less of a chance that you will get pop-ups coming out of nowhere.