Thursday 21 May 2015
Tuesday 19 May 2015
Task 2 Types & Task 3 Persuasive Techniques
Pass: Describe 2 different Types of adverts from different Sectors in
how they use Persuasive techniques
Choose the
example from above that best describes your persuasive technique. Then choose
another for a different technique
Advert 1
Task 2: What Type of
Advert is this?
celebrity adverts (celebrity endorsed; episodic or story based)
Celebrity endorsement
1. How is this type of ad recognisable as being a "Celebrity Endorsement" advert?
this type of advert recognises this as a celebrity endorsement due to the use of a celebrity in this case David Beckham and as you can see they have used a slogan 'bend it like beckham' which is the name to one of his own movie (a football film about Beckham and his skills in scoring goals)
2. Discuss what in this advert makes it fit into this category (use the example).
The ad uses the personality and popularity of David Beckham to get people to accept the product. It like saying see Beckham loves this product. It also uses a popular slogan 'Bend it like Beckham' used to refer to Beckham because of his football skills. 3. Explain what characteristics/associations this gives the product?
The line 'Bend it like Beckham' is a popular saying about how Beckham skill fully curves the ball into the goal post. They are associating the iphone 6 to be skillful, flexibility and full of tricks like Beckham football skills. Popularity, trendy, got a lot of character.
4. Why is this type effective/appropriate in selling/promoting this product to its audience (who are they - age, gender, demographic, lifestyle & interests etc?)
They are likely to be young, love football, will understand the play on words. They are 17 - 45, sporty, trendy like Beckham and want to push the limits.
What Sector?
Banner Ad (online new media)
Task 3: Persuasive Technique
1. Identify the
technique and describe how you recognise this technique in this advert as a
suitable example
this type of advert recognises this as a celebrity endorsement due to
the use of a celebrity in this case David Beckham and as you can see
they have used a slogan 'bend it like beckham' which is the name to one
of his own movie (a football film about Beckham and his skills in
scoring goals). scoring free kicks by bending the ball past a wall of defenders.
2. What is it persuading the audience of and how does it do this in
the advert?
How the advert is persuading youth audiences: they are persuading youth audience by backing their quality product by using a celebrity endorsement to gather more awareness/popularity for the product which is to make youth audiences want to buy the product as the person they look up to has been linked to it. secondly it is persuading the audience that its flexible so you can relate that to beckhams life from footballer to a model showing his flexibility.
3. Why does this technique appeal to a youth audience?
celebrity endorsement this technique appeals to youth audiences because they have someone they look up to and respect advertising new technology that they are interested in so it engages them even more wanting to buy the product.They are likely to be young, love football, will understand the play on words also the most clear one of all those who love David Beckham.
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Advert 1
Task 2: What Type of
Advert is this?
the symbolic advert (e.g. where a flu germ is portrayed as an alien)
character
story
personality/characteristics: crazy aggressive, emotional, 'bit of a animal' - its made from animals, product shows it - trying to break free. clearly portraying that its an animal. they also gave the pepperoni boots which gives it a character he is also crazy in the way it laughs.
1. How is this type of ad recognisable as being a "?" advert?
imagery and symbolism of the pepperoni advert actually animates the pepperoni giving it a character (a sense of meaning/belonging) allowing it to speaks and acts definitely (rebellious: like a teenager) it starts out by saying he is misunderstood (a familiar phrase with people) and goes into a hyper activity. Actions that would endear it to kids and teenagers (youth audience).
2. Discuss what in this advert makes it fit into this category (use the example).
symbolic:
the advert of the pepperoni makes it fit into this category because it gives a character/personality to meat making it animated. the characteristics being expressed in this advert: crazy aggressive, emotional, 'bit of a animal'
3. Explain what characteristics/associations this gives the product?
it has been given an animal character as the way its portrayed in the advert which is an irony as its made from a animal via: a pig (pepperoni made from pig). it also has different emotions being played in this advert e.g. crazy laughing, rebellious, aggressive and lastly emotional.
4. Why is this type effective/appropriate in selling/promoting this product to its audience (who are they - age, gender, demographic, lifestyle & interests etc?)
What Sector?
TV Broadcast Ad (old media)
1 Identify the technique and describe how you recognise this technique
in this advert as a suitable example
symbolism: imagery and symbolism of the pepperoni advert actually animates the pepperoni giving it a character (a sense of meaning/belonging) allowing it to speaks and acts definitely (rebellious: like a teenager) it starts out by saying he is misunderstood (a familiar phrase with people) and goes into a hyper activity. Actions that would endear it to kids and teenagers (youth audience).
2. What is it persuading the audience of and how does it do this in
the advert?
personality/characteristics: - branding: crazy, different, slogan - play in words
emotional feelings... bringing it to life character -
the slogan for pepperoni "IT'S A BIT OF AN ANIMAL"(this ad animates it to act in an animal manner) implying its brings out the animal in you. you are also persuaded through the product being brought to life to broadcast the message. it expresses several types of emotions in the advert e.g. Branding: crazy, rebellious, aggressive, and emotional.
3. Why does this technique appeal to a youth audience?
this technique is appealing to youth audiences because it engages them as they have brought the product to life making it even more interactive and also they gave him characteristics making it real. its also because its different and engaging.
Merit: Types
Explain the difference between the 2 types in the 2 examples - refer to specifics ie 'the demonstration ad has a before and after of the product being used, whereas the symbolic advert shows the product as a superhero and the flu/dirt/germs/hunger as a super villain'
symbolism vs celeb
the slogan for pepperoni "IT'S A BIT OF AN ANIMAL"(this ad animates it to act in an animal manner) implying its brings out the animal in you while on the other hand the the apple advert using David Beckham to sell to audiences actually uses a real person who obviously has a character to promote their product.
Merit: Persuasive Techniques
Explain the use of Persuasive Techniques in the examples and compare 2 ads
celeb vs brand identity (personalities) - real vs not, David Beckham qualities and his life have been used to describe the qualities of the apple I phone the slogan they used ' bend it like Beckham is associated to his life as he was known bend it Beckham for his famous bending free kicks. while on the other hand the pepperoni advert is a made up character given characteristics to form a advertising technique known as branding using characteristics to bring a product to life. the similarities is that they both have characters which is used to describe themselves or a product. 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?
David Beckham: celebrity endorsement this type of technique works because they have used a celebrity who is associated with the slogan to create more awareness. they also used his life to base the slogan as he was a former footballer who could bend the ball like no other. it also appealing because of the celebrity and the film that revolved around him call 'bend it like Beckham.
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?
pepperoni: symbolism
This type of advertising is effective in selling/promoting to its audience because it also grabs the attention of audiences but children love it due to the type of way they advertised their advert. this technique works as it interests and engages audiences to want to buy their products using branding to bring out character. actually animates the pepperoni giving it a character (a sense of meaning/belonging) allowing it to speaks and acts definitely.
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Monday 18 May 2015
task 4
What information is the advert giving you – how does it catch your attention? (Product release date, Sale, Competition, Features etc…)
this advert is drawing our attention by it's features on the advert via the continuity in text colour and font and they used the brand logo which is well know and remembered (so Nike is associated with quality). it tells you the date of release which is great as audiences will know when the product is out. It tells you its Nike GS shoes and states it slogan''DEADLY BY NATURE'' expressing its nature is to be deadly (which is probably portraying that with these shoes your shots will be more than deadly).
Is this typical of banner adverts - why?
yes i agree with this being a typical banner advert due to it having distinct features as banner advert. via: the striking slogan that makes you remember the product and that makes us as audiences be able to recognise the banner advert, it also has the date of when the product will be available to get which is essential in banner adverts and it has the brand name and its signature (Nike tick) which is know anywhere by just the tick. telling us that its a good brand and that it's know for quality. But on the other hand it doesn't have a share button, link button, exit button which tells us that audiences are unable to interact and have a relationship with the product.
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What you do to make it interactive: shoot, click, close, fight, skip, answer etc
to make this banner advert interactive i would add a subscribe button so that audiences can give feedback, a share button so that friends or family that might share the same interest can buy the product too. also a skip button for the audiences outside the target audience that are not as interested in the product at hand. these buttons are used to make audiences be able to interact/have a relationship with the product.
Is this typical of banner adverts - what happens when you click?
when you click the banner advert it should redirect you to the brands home page where you be able to see the new shoes and other products the brand does.
Why does this appeal?
this appeals because it shows consumer loyalty and it engages audiences to proceed to the page and makes them want to buy the product. because nike is trusted and the shoes appear to have a plant outlining it backing the slogan. |
How have they Branded advert (Logo, Trademark, Product, colour scheme?)
they have used 4 main colours through out the banner advert green, black, red, white which shows continuity and the same goes for the font size, text, and colour this is good because. the Nike logo and the name nike was involved on the banner.
Have they featured the product and how prominent is it in the advert?
they have indeed featured the product which is football boots and i would say its very prominent because its what is being broadcasted to target audiences and mainly because its the main and primary focus of the advert.
Is this typical of banner adverts – why?
yes, they usually make their products prominent as they are what is being sold to audiences so they can like and enjoy the product.
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How long does this advert run for – or how long does it require you to read it?
the advert doesn't require you to read it for long (wont take longer than 5minutes to read) as it's target audience might get bored so they used less text to keep them fixed and tuned in with the product. the advert only requires audiences to read the slogan, the brand (Nike) and lastly the name of the boots (product being advertised)
Are there more images than text?
there are just the same amount of text as images in this advert.
Is this typical for a banner advert - why?
not in all cases but some do tend to have continuity meaning they would have a certain amount of images and text depending on the audience in which the product is being aimed at.
Why does this appeal to a youth audience?
this appeals to a youth audience because they use their mind differently compared to an adult so advertisers must insure that the products being advertised is suitable for audiences and they should be able to relate and understand and not have to think to hard.
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Do they use Photo images and how have they manipulated them – cut out & backgrounds etc? i think they used photoshop to edit the football boots in to the flower to back up the slogan (DEADLY BY NATURE) the boots has been placed in a smoke fade of a venus trap plant. portraying how deadly the shoes are.
i also think the colour of the background was fixed on photoshop as well as the text colour. so it keeps continuity which helps audiences to remember the brand and product. 
Is this typical for banner adverts to do this – why?
yes, they usually edit photos so it becomes their own work and to insure more creativeness which brings the product to life so that youth audiences can enjoy and understand the product.
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What colour are used - Why does the above appeal to a youth audience?
it appeals to me because they kept it simple and basic for us youth so that we are able to understand the advert in out way as we consume adverts differently to adults thats why different advertising techniques are used to specify audiences. its clear to youth that its an advert trying to sell it product and they go and give us the necessary information on the product so we can do extra research on it.
Where is your attention drawn to on the page – is this where the large central image is?
my attention was actually draw to the centre of the advert where the football boots were placed as that was what the advert was all about and the boots is the biggest thing on the advert showing the main selling point. its the first thing that you would notice as it has been centred and enlarged so it can be noticed first before you read on so they get you engaged with the image first instead of the text because on the target audience i think.
Why is this typical for banner ads to do this?
this is typical of banner adverts because they want their product to be the main thing on their page and the first thing audiences notice because they want to grab their attention and keep it making them want to buy the product in the end.
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The ‘Copy’ – how big and what fonts are used – how many are different?
the fonts used in the advert are the same through out which shows continuity.
Where is the copy (text) positioned?
the text is placed on both sides of the boots(product) one:showing the brand name:Nike and the second: showing the slogan and the release date of the product.
What information is it giving you – or how does it relate to the images?
the information its giving relates to the product for the release date tells audiences when the boots will be available for them to buy and as for the slogan 'DEADLY BY NATURE' it show a venus trap plant in the background backing the information from the slogan.
What is the slogan – what words are used here to make it memorable?
the slogan is memorable as they summed it up in 3 words 'DEADLY BY NATURE' but the 2 memorable words are 'Deadly' and 'nature' because deadly makes you think of what the shoes could make you do when your playing football on the grass and nature i think emphasises on the place via:grassy location.
Is this typical for banner ads to do this – why?
yes, because their slogan usually relates to what their product is making sure their target audience can understand and act on the message being broadcasted fast.
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Assignment 1, Task 4 Final Assessment
Is there a story? If yes, what is it about? If not, what is happening in the advert - what do you see?
i think that this video is a showing a story about the Nike football boots with the studs individually made for precision. it shows the fusion of all the fibres knited into the boots - we can feel the tension in each fibre as they are inter woven. Complex, like nerves of the eyes to see the ball with precision.
Is this typical for Broadcast Ads to do this - why? Yes but most times they will include voice-overs. They also used celebrity endorsement for the product.
Why does this appeal to a youth audience? Because its cool, its unusual and its Nike. It is colourful and you don't have to wear socks because the boots double up as a sock. Also as it is a new product, the youth will be eager to buy it.
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What can you hear (what TYPE of music, is there a voice over) and how it sounds? The music is a tension builder giving a story to the boots.
The music makes the boots more interesting to the specific audience
Is this typical for Broadcast Ads to do this for this kind of product - why? Yes because it causes a curiosity in the target audience making them want to interact with the product further to find out more about the product.
Why does this appeal to a youth audience?
the ad is technically exciting, colourful and quirky. |
How long does this advert run for – or how long does it require you to read it?
the ad is 55'' long and has only an opening sentence to read which you are able to relate it to the audience viewing it (youth).
Is there more images than text?
yes, their is more images than text being showed in the video.
Is this typical for Broadcast Ads to do this - why?
yes, its typical because they research the specific audience and base the information found out on the audience and put it to action in broadcasting. and because you remember pictures more than words on a screen.
Why does this appeal to a youth audience?
this appeals to a youth audience because they don't want to bored buy the advert the advert is supposed to grab their attention and make them be able to want to buy the product.
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What types of images are used – live action video or special effects – and what are they of?
they used videos of the shoes or still images but they definitely used special effects to make it more interesting for viewers making them want to know whats going to happen next so it build up tension in a way.
Is this typical for Broadcast Ads to do this - why?
yes because it brings the product to life and makes its more interesting for audiences viewing.
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What is the editing doing – is the advert quick or slow?
the advert is pretty quick.
What happens at the end of the advert – is there a product shot and/or the logo/TM?
at the end of the advert it shows the name of the boots and it ells you a link of where to go for further information which is nike/magista.
Is this typical for Broadcast Ads to do this - why?
yes, its typical so that audiences can be able to to find out more information about the product so they leave a link of where they can go to find out more information.
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The ‘Copy’ – how big and what fonts are used – how many are different?
there was only one font and it was medium sized and the colour was the same as the shoe clour.
Where is the copy (text) positioned?
in the centre at the start of the video.
What information is it giving you – or how does it relate to the images?
it tells you that football will never be the same again and then it zooms in to show the detail of the football boots exploring that these boots will make football be different as it states in its slogan.
What is the slogan – what words are used here to make it memorable?
never be the same again- meaning that it will change the world of football as we know it.
Is this typical for Broadcast Ads to use minimal text and slogans - why?
yes because it builds tension making audience want to stay tuned and want to find out what happens whats going to happen next in the advert.
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Assignment 1, Task 4 Final Assessment
Explain: what are the differences between the conventions (the typical things you expect to see/hear) of Banner Ads and Broadcast ads for this type of product?
1. Still image vs moving images - amount of information you can take in
still image: you wont be able to take a lot of information in well you can but it well end up being too long and boring for viewers. while in broadcasting advert you can have voice overs while your playing a picture story so basically broadcasting images doesn't really have a limit but it cant be to boring and it should be brief a straight to the point.
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2. Time/duration
no time would be allocated for a banner advert unless its a moving image banner advert.
but broadcasting advert usually last for 55 sec. |
3. Interactivity
they should have: for banner adverts 1) subscribe buttons 2) exit buttons 3) share buttons
for broadcasting adverts:
1) skip buttons
2) link buttons
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4. Use of sound with images
sounds should match images for building tension to engage viewers.
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