Christmas Adverts
This advert stands out because it's very different, it isn't about a product or them trying to sell the viewers something. The advert is too emotional connect its audience, to get people to talk about it more. John Lewis are known to have good Christmas adverts, so they've got to make their adverts special. The advert is trying to get their audiences to an connecting base, there's a family and a small little boy who has a pet penguin, who is trying to find love. The advert makes you love because of the friendship between the boy and the penguin but also makes you close to tears because you feel sad for the penguin. Overall its a sweet advert about a boy and his 'pet' penguin, who in the end is actually his stuffed teddy. I think just like everyone else who watched the advert, I was emotional and had a connection to the advert. Though the point of the advert is to get John Lewis's name out there, to get people talking about it, overall increasing the amount of shoppers, I remember going to John Lewis not long after the advert and they were actually selling penguin teddies, so a child just like the boy in the advert can have a penguin as well.
This advert was to not only sell Sainsburys products but was to remember the first world war because it was the 100 year anniversary. On Christmas in 1914, the soldiers stopped fighting for a couple of hours to play football together. The advert makes the audiences very emotional because not only do you feel so sorry for the soldiers who have to fight each other even though they're only human and are all the same but it also emotionally connects to people who've had family members who fought in the First World War but also people who have fought in recent wars. Though they sneak in a product that if you brought would make you think about the advert, which is an exclusive chocolate bar that Sainsburys were actually selling. The advert did make me feel emotional because like so many other people, I had family members who fought in the First World War, its one of those situations where you can't change the past but you do feel sorry for these men who could only have fun for a certain amount of time before they had to go back fighting and killing each other.
This advert is quite different to other adverts, it's got a strong message but does make you laugh a bit. The advert is about people giving dogs up because they don't want to look after them anymore, that lots of people buy dogs for Christmas as a gift but in the New Year realise that they don't want them anymore. The message overall is to tell the audience to think twice before buying a dog around the Christmas time period, to let them understand that a dog isn't just a gift but is for life. The advert can be sad if you think about it in detail but when you actually watch it, its quite comedic because the actors in it are pretending that they're going to 'break up' with the dog, making up excuses to why they don't want to keep their dog. Though after the whole thing you realise that those were actually excuses used by people when they wanted to give up their dogs. It doesn't make me emotional when watching it but it does make me laugh and surprises me that people actually think those excuses are good enough but it does make me feel sorry for those dogs because now they need a new home.
Which advert stands out the most?
Personally I think the John Lewis advert stands out the most, John Lewis are known for having very good Christmas adverts and now it's become a thing to say 'it's not Christmas until John Lewis release their adverts', but this advert really stands out because it uses a lot of Pathos, it emotionally connects you as an audience member, you start off loving this unusual friendship but then start feeling sad as the penguin starts looking sad, to then realise all it wanted to a partner. Though it's cute at the very end where it turns out to be the boy's stuffed toys. It's clever how they've made this friendship like it's something normal, that's why I feel it stands out because it's not typical but still makes you emotionally connected to this friendship and the fact the penguin wants love at Christmas and not the human boy.
Which one has the highest production value?
I think the Sainsbury's advert had the highest production value, even though it was filmed in the same place, the amount they could have spent of costumes, actors and equipment would be quite a lot. Though the John Lewis advertisers had an animated character in it and filmed in more in other locations. I think the Sainsbury's advert was set in a certain time, so everyone had to dress in old fashion army clothes, there was also quite a lot of speaking parts (where they sing) and most of the time you have to pay someone if they have a speaking role. Also the location was set in a war zone, so they would have had to make their own staging and props to place onto a field or could have even been filmed inside. And the expense of equipment must of added to the budget, so that's cameras, microphones, lighting, might of even had a dolly to film the football scene.
Personally I think the John Lewis advert stands out the most, John Lewis are known for having very good Christmas adverts and now it's become a thing to say 'it's not Christmas until John Lewis release their adverts', but this advert really stands out because it uses a lot of Pathos, it emotionally connects you as an audience member, you start off loving this unusual friendship but then start feeling sad as the penguin starts looking sad, to then realise all it wanted to a partner. Though it's cute at the very end where it turns out to be the boy's stuffed toys. It's clever how they've made this friendship like it's something normal, that's why I feel it stands out because it's not typical but still makes you emotionally connected to this friendship and the fact the penguin wants love at Christmas and not the human boy.
Which one has the highest production value?
I think the Sainsbury's advert had the highest production value, even though it was filmed in the same place, the amount they could have spent of costumes, actors and equipment would be quite a lot. Though the John Lewis advertisers had an animated character in it and filmed in more in other locations. I think the Sainsbury's advert was set in a certain time, so everyone had to dress in old fashion army clothes, there was also quite a lot of speaking parts (where they sing) and most of the time you have to pay someone if they have a speaking role. Also the location was set in a war zone, so they would have had to make their own staging and props to place onto a field or could have even been filmed inside. And the expense of equipment must of added to the budget, so that's cameras, microphones, lighting, might of even had a dolly to film the football scene.
Language used in advertising
Pathos: Is to appeal to emotion, meaning an advertisement that creates an emotion for an audience member when watching it. So it could be happiness, where an advert makes someone feel happy, another emotion someone could feel is sadness, where an advert can really effect someone and make them feel upset, maybe for a character in the advert. Its not only about making someone feel happy or sad but also scare and add guilt towards the audience, an advert about WaterAid (for example) where these children have no fresh water but you're sitting at home drinking whatever you want. A fearful advert can scare the audience into thinking that something one day could happen to them.
Logos: Is straight to the fact, it has logic. Its an advert that uses statistics to sell a product to you, making you think that it's better for you to get than another similar product. For example when buying orange juice you could look at lots of different orange juices but sometimes you'll see it says contains 75% of your daily vitamin C, which is classed as a fact but would make the customer want to buy it because they think it will be better for them then any of the other orange juices.
Ethos: Is to be creditability. It's where an advert would use to statistics to make the product sound better, a lot of beauty products use ethos to sell to the customers, by saying 9 out of 10 women in the UK preferred using this brand than any other, though it doesn't indicate how many women they asked or where they asked then, its still a technique used to sell certain products.
Examples
A child is shown covered in bug bites after using an inferior bug spray. P
Tiger Woods endorses Nike. P & E
Sprite Nero is 100% sugar free L
A 32-oz bottle of Tide holds enough to wash 32 loads. E
A commercial shows an image of a happy couple riding in a Corvette. P
Cardiologists recommend Ecotrin more than any other brand of aspirin. E
Advil liquid-Gels provide up to 8 hours of continuous pain relief. L & E
Miley Cyrus appears in Oreo advertisements. P
People who need more energy drink Red Bull Energy Drink E & P
A magazine ad shows people smiling while smoking cigarettes P
Tiger Woods endorses Nike. P & E
Sprite Nero is 100% sugar free L
A 32-oz bottle of Tide holds enough to wash 32 loads. E
A commercial shows an image of a happy couple riding in a Corvette. P
Cardiologists recommend Ecotrin more than any other brand of aspirin. E
Advil liquid-Gels provide up to 8 hours of continuous pain relief. L & E
Miley Cyrus appears in Oreo advertisements. P
People who need more energy drink Red Bull Energy Drink E & P
A magazine ad shows people smiling while smoking cigarettes P
Three adverts
Different techniques
Avante Grade: Convinces the audience that they're the first person to have this product.
Bandwagon: Convinces viewers that they need something because it's 'popular'. As an example I'd say Nike company that shows how popular their brand is.
Patriotism: Where you purchase a product to show love for your country.
Weasel Words: It's where the advert has a positive side of a product but doesn't actually guarantee that it works as well it says.
Snob appeal: Adverts that make the audience feel like only the best people would have a certain product,
Magic ingredients: It's to make the audience think that this product is very special because of a 'magic ingredients' they've added.
Transfer: Uses positive wording, images and ideas to make the product being sold look very positive for the customer.
Plain Folks: To use normal everyday people to sell a product, an example would be an advert with a normal family.
Bribery: To get you to buy something extra, making you think you're getting a good deal.
Bandwagon: Convinces viewers that they need something because it's 'popular'. As an example I'd say Nike company that shows how popular their brand is.
Patriotism: Where you purchase a product to show love for your country.
Weasel Words: It's where the advert has a positive side of a product but doesn't actually guarantee that it works as well it says.
Snob appeal: Adverts that make the audience feel like only the best people would have a certain product,
Magic ingredients: It's to make the audience think that this product is very special because of a 'magic ingredients' they've added.
Transfer: Uses positive wording, images and ideas to make the product being sold look very positive for the customer.
Plain Folks: To use normal everyday people to sell a product, an example would be an advert with a normal family.
Bribery: To get you to buy something extra, making you think you're getting a good deal.
Semiotics
What is Semiotics?
Is the evaluation of signs and symbols and their uses.
What is a signifier?
Signs such as words or sounds to indicate a meaning.
What is Signified?
An idea or meaning that would be expressed using a sign.
Why is semiotics useful in advertising and why do advertisers use 'signs'?
They’re useful in advertising because it’s the meaning behind signs shown, to create a certain emotion or feeling using signs to really grab the audience.
Is the evaluation of signs and symbols and their uses.
What is a signifier?
Signs such as words or sounds to indicate a meaning.
What is Signified?
An idea or meaning that would be expressed using a sign.
Why is semiotics useful in advertising and why do advertisers use 'signs'?
They’re useful in advertising because it’s the meaning behind signs shown, to create a certain emotion or feeling using signs to really grab the audience.
Studying Advert
This advert is about Animal testing and the effects it has. In this image you have a woman covered in make-up, she even looks like a Barbie doll, though she doesn't really look 'picture perfect' because her mascara is rolling down her face as she cries, probably to show that she feels bad for the make-up she's wearing was tested on animals. She's in colour whilst the dog behind her is in Black & White and trapped in a cage, the dog is a small and has vulnerable eyes which is looking directly at the camera, to show innocence and that it's too weak to fight back. The advert is to stop animal testing, where make up products are used on animals to see if its safe for humans to wear, this can have real side effects on animals and could really harm them, leading in illnesses and in worst cases deaths.
The quote at the top, 'Do you really love your make up?' this makes the audience feel just as guilty as the woman in the advert, it's trying to persuade the audience to change their make up brand they use and get alternatives, so make up products that have a sign saying 'No animal testing'. |
Analysing Advert
This advert is about Bike safety, to prevent any accidents on the roads between car and bike drivers. The Bikers ride around with giant signs which are bright and colourful so cars on the road can see them clearly.
What are the signs that have been used?
The signs used are actual signs that are on the back of all the Bikers's bikes, they say their names and something about themselves, for example one of them is called Dave and at the back it says 'New Dad', this makes the Biker seem more human. They even make the visors more clear so you're to see their faces more, once again it's to make them more human then something on the road. The lights are very bright and colourful, which makes you think of happiness and joy because if you had darker coloured lights or no light at all then it would make you think of sad and maybe even death, the lights are so other drivers will notice them more. Without the lights, the bikers's lifes could be in danger. Using bright colourful lights, it makes the drivers more noticeable, it's the first thing you stop before reading the actual sign.
Which persuasive techniques have been used?
I'd say Transfer was a persuasive technique used because the advert is showing positive things throughout, so the bright and colourful lights, which are all personalised to each driver, the lights are also in different shapes, so the couple Nick and Helen have a heart because they're dating and it says they met online, something positive and lovely. If everything the advert was positive, so no one got hurt because all the cars noticed them and everyone is smiling, then that means the audience will find it positive and being safe is a very good thing, that everyone will be happy if cars and bikes looked out for each other.
Another persuasive technique would be Plain Folks, they are just normal people used but the audience feel like they know them because they know their names and a bit about them, giving a connection between the characters and the audience.
Ethos, pathos or logos?
I'd say the advert is Pathos, it makes the audience feel happy because everything within the advert is very positive. You have this emotional connection with all the drivers because you now know their names and something personal about them, so you wouldn't want anything bad to happen to them because it feels like you know them, especially Dave who is said to be a new dad, you realise that he has a new born baby at home and that he needs to be kept safe on the roads, it's that connection with the character and audience.
Is it effective? Would the advert persuade viewers to change their behaviour?
The advert is very effective, its a good advert where no one gets hurt and everyone is just travelling happy on the roads, overall everyone is happy if they're safe. The names are effective because it makes the character seem more personal, this persuades the audience that these are normal people who are just like everyone else and their lives matter too. This advert makes the audience think twice when they're out on the roads, because the bikers won't actually have bright flashing signs so the drivers can see them, they'll be wearing their normal clothes, so car drivers need to watch more and keep to the speeding limit, making sure to check every corner and to look left and right, so everyone is safe because just like the bikers in the advert, you wouldn't want anything bad to happen to them.
What are the signs that have been used?
The signs used are actual signs that are on the back of all the Bikers's bikes, they say their names and something about themselves, for example one of them is called Dave and at the back it says 'New Dad', this makes the Biker seem more human. They even make the visors more clear so you're to see their faces more, once again it's to make them more human then something on the road. The lights are very bright and colourful, which makes you think of happiness and joy because if you had darker coloured lights or no light at all then it would make you think of sad and maybe even death, the lights are so other drivers will notice them more. Without the lights, the bikers's lifes could be in danger. Using bright colourful lights, it makes the drivers more noticeable, it's the first thing you stop before reading the actual sign.
Which persuasive techniques have been used?
I'd say Transfer was a persuasive technique used because the advert is showing positive things throughout, so the bright and colourful lights, which are all personalised to each driver, the lights are also in different shapes, so the couple Nick and Helen have a heart because they're dating and it says they met online, something positive and lovely. If everything the advert was positive, so no one got hurt because all the cars noticed them and everyone is smiling, then that means the audience will find it positive and being safe is a very good thing, that everyone will be happy if cars and bikes looked out for each other.
Another persuasive technique would be Plain Folks, they are just normal people used but the audience feel like they know them because they know their names and a bit about them, giving a connection between the characters and the audience.
Ethos, pathos or logos?
I'd say the advert is Pathos, it makes the audience feel happy because everything within the advert is very positive. You have this emotional connection with all the drivers because you now know their names and something personal about them, so you wouldn't want anything bad to happen to them because it feels like you know them, especially Dave who is said to be a new dad, you realise that he has a new born baby at home and that he needs to be kept safe on the roads, it's that connection with the character and audience.
Is it effective? Would the advert persuade viewers to change their behaviour?
The advert is very effective, its a good advert where no one gets hurt and everyone is just travelling happy on the roads, overall everyone is happy if they're safe. The names are effective because it makes the character seem more personal, this persuades the audience that these are normal people who are just like everyone else and their lives matter too. This advert makes the audience think twice when they're out on the roads, because the bikers won't actually have bright flashing signs so the drivers can see them, they'll be wearing their normal clothes, so car drivers need to watch more and keep to the speeding limit, making sure to check every corner and to look left and right, so everyone is safe because just like the bikers in the advert, you wouldn't want anything bad to happen to them.
Weekly Blog
What you have discovered this week?
I've discovered there is more meaning to an advert if i look and listen to it closely. I've discovered that companies use different types of techniques to grab either a certain audience or a whole range of people. These different techniques are not only used on other people but have actually worked on me and made me buy products because the advert had persuaded me.
How can you make use of persuasive techniques in your own advert?
By using certain techniques such as transfer, plain folks, bandwagon and maybe even bribery, it will hopefully bring in more viewers and will convince them to buy a product. By using transfer making the advert very positive, then plain folks because i can't really have a famous person but if i make a character then the advert can turn into a Pathos and get an emotional connection with the character and audience. Using bandwagon and bribery is a maybe, I've got to try and convince the audience that it's a good idea to buy this product and that it's very popular, with bribery maybe i could add a discount or convince them that it's better than any other product.
How can you make use of semiotics in your advert?
I can either have a physical sign to explain what I'm trying to get the audience to understand but could also have an emotional sign and let the audience understand themselves what the message I'm trying to send is. I could use words and sounds, and also visuals to express what I'm trying to say.
Are you on track with the work for Unit 4?
I think I've completed everything so far, I'm struggling a bit because we are now doing two units at the same time, so I've been using a lot of my own time to complete as much as I can. Overall I'm happy with everything so far and it's helping me become more organised.
I've discovered there is more meaning to an advert if i look and listen to it closely. I've discovered that companies use different types of techniques to grab either a certain audience or a whole range of people. These different techniques are not only used on other people but have actually worked on me and made me buy products because the advert had persuaded me.
How can you make use of persuasive techniques in your own advert?
By using certain techniques such as transfer, plain folks, bandwagon and maybe even bribery, it will hopefully bring in more viewers and will convince them to buy a product. By using transfer making the advert very positive, then plain folks because i can't really have a famous person but if i make a character then the advert can turn into a Pathos and get an emotional connection with the character and audience. Using bandwagon and bribery is a maybe, I've got to try and convince the audience that it's a good idea to buy this product and that it's very popular, with bribery maybe i could add a discount or convince them that it's better than any other product.
How can you make use of semiotics in your advert?
I can either have a physical sign to explain what I'm trying to get the audience to understand but could also have an emotional sign and let the audience understand themselves what the message I'm trying to send is. I could use words and sounds, and also visuals to express what I'm trying to say.
Are you on track with the work for Unit 4?
I think I've completed everything so far, I'm struggling a bit because we are now doing two units at the same time, so I've been using a lot of my own time to complete as much as I can. Overall I'm happy with everything so far and it's helping me become more organised.