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
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.
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.
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?
3. Why does this technique appeal to a youth audience?
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?
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?
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.
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?
Good explanation - Make sure you upload/embed the other videos for your examples
ReplyDeleteExplain why the audience will buy into or associate with this product or service because of how it makes them feel (ie giving to Charity)
WT. Merit