Techniques and associations- line of appeal

Open message

            

This advert can be considered as a open message and also at the same time the message will be able to stay with the audience due to the annoying theme song. Straight away at 0:02 the advert establishes that it's going to be about car insurance and then it breaks out into a song about going compare, also through the theme tune such as at 0:12 the actor sings about how go compare can benefit your lifestyle and also he sings about the benefits given by the company, which immediately makes the audience want to look into go compare and see how they can add it to their life. The social classes for this advertisement would be from C2- A on the scale as any class lower does not have the high income rate compared to the others. This advert can also be considered as gaining information, as the advert mainly covers what the company is promoting, but at the same time they do this in a inappropriate way, as adults would rather know about the benefits it could have on their lifestyle in a more simple manner, rather than having a catchy theme tune.

Sadness/guilt

            

This is based around the effects that smoking can have on not just the consumers life, but also their relationship with others and how they can be effected by the death of a loved one, this advert creates the feeling of guilt and sadness through the audience, but at the same time it's getting a very powerful message across. At the start of the advert at 0:06 we see a mother and her son walk into a station, at this point of the advert, the audience is unsure of what its going to be about then suddenly at 0:15 the boy is alone and his mother is nowhere to be seen, this creates the audience to begin to feel sympathetic towards the boy and makes them keen on wanting to know where the mother has gone and what's going to happen next. At this point the advert seems to be heading down the route of a lost child and what it feels like to be lost as the camera mainly focuses on the boy and his facial emotions such as at 0:31. At 0:50 there is a voice-over which begins to speak directly to the audience as he says "Your" and makes them feel responsible for the emotions of the boy as they can't do anything about it. At voice-over compares the feelings of a child loosing their mother  for a minute and loosing their mother for a life-time 0:52 this comparison makes the audience to think of what this feeling would be like for their own children and it's not till 0:56 that the advert is making a smoking awareness. The social class that this advert is aimed towards would be all the classes on the scale, as any female can be a mother and this advert is primarily aiming it towards female smokers, as female are considered more emotional than males so the effect of the smoking would have more of an impact on them.

 Fear

              

Advertisements that use fear to get the audiences attention, as seen in this advert here. Relationship abuse is something that is rarely seen and sometimes rarely talked about, as people usually just accept if two people are in a relationship everything is fine such as at 0:03 everything is presented as being normal, but this quickly turns at 0:10 as the male begins to pressurize the female into something she doesn't want to do. This creates the audience to fear the situation that the girl is in and makes them think of this situation more and how it can be happening under their noses. This media text can create awareness of abuse in relationships and also provide information for the audience to take into consideration and maybe in some cases allow them to ask questions about someone in a relationship if they think something seems wrong about it, which can result in things at 0:45 to not happen. But, the advert shows two sides of the situation at at 0:48 we see the boy witnessing his own actions, but this time being against it and wanting himself to stop. The effect that this gives is that it makes the audience feel sympathetic towards the abuser, as it shows them feeling guilty for what they have done and the graphics at 1:14 add to that feeling as it says " If you could see yourself, would you stop yourself?"  as using the word "You" puts you into that position and makes you feel the fear that the girl is going through. 

Celebrity endorsement

         

This advert demonstrates the use of celebrity endorsement, by promoting the product Snickers and at the same time implying that the male actor  should man up and the way that he can do this is buy consuming Snickers. The use of Mr.T is very effective due to him being a very manly male figure during the past and  still lives up to his persona now, also the tone of voice he has as well at 0:20 creates an encouraging yet threatening feeling. As snickers is considered to be aimed towards males, Mr.T is a good celebrity to use when promoting Snickers as it creates the image of males trying to become like him, which is strong and not acting like a women which he implies at 0:27 and also the graphics say " Get some nuts" which suggests that me should stop acting like childish babies and man up. Also the word " Nuts" in the graphics show that this advertisement is aimed towards men, as the advert is pretty much saying that men should grow up and not act silly, but like a real man. Also at the start of the advert at 0:02 it doesn't seem like it's going to advertise a chocolate advert until 0:19 where we see what the advert is presenting, but also as Mr.T is the main image for  Snickers, at 0:08 it could come to the audiences realisation that this is going to be a advert based on Snickers due to the "A-Team" theme tune and the use of military vehicles.

Hidden message

          

The message in this advert is very well hidden as from 0:00 to 0:30 the message comes across as being about a superhero and attending women who is presented as the damsel in distress, when really this advert is based around managing your alcohol intake and that if you go over your limits you it can result in your death. The effect that this has on the audience, is that it brings them into believing that the advert is based around the superheroes, mainly resembling Batman at 0:08 which could lead the audience into thinking that the advert is promoting a new movie or video game, as this would be the other places superheroes are used, but at 0:30 it suddenly creates a stomach sinking feeling within the audience, as its something that is unexpected and is promoting a very important cause through this way. Also in the advert it makes the audience intrigued as at 0:05 the advert sets that their is a problem that needs to be resolved and from that it follows on to the superhero theme as at 0:12, 0:21 etc  allows the audience to been drawn into the advert more as they want to know if he succeeds in retrieving the balloon. The social group that this advert is aimed towards seems to be old teenagers and young adults 0:04- 0:06 ageing from 17-24, as the actors/actresses are presented that age in the advert, but also to raise awareness and show them the consequences of drinking too much. This advert can  create awareness through the audience as its an effective, memorable advert and engages them by including the superhero theme and would lead to conversation between the audience.

Five key characteristsic of advertisements

 Five Key Characteristics of advertisements

           

Benefits offered

This advert establishes the benefits of the product with the voice over, as the soft tone and use of vocabulary such as at 0:03 it opens up a direct question " do you dream in chocolate" to the audience and creates the theme of  Lindor not being like any other chocolate. Also at 0:03 in the background the pouring of the chocolate is made in slow motion to make the audience want the product more, as if the pouring was fast paced it would looked rushed and not as appealing, while with the slow motion added it adds the effect of Lindor being delicate and heavenly. The use of typography at 0:03 also reflects the heavenly theme as it is gold with a simple font, which compliments the chocolate color and makes it stand out in the right way, as its not too in the audience face and also not too bland either. This advert emphasizes the product at 0:18 by showing an actresses response to Lindor which is presented as enjoyment and satisfaction and also showing the inside of the product with the dialogue " with a smooth center". This part of the advert has been emphasized because the producer wants to make the audience feel that they need to purchase this product and the main reason why the advert comes across so effect is because of the slow motion used in the making of the product itself and also the actresses responses are also slowed down to show their facial expressions and pleasure they are receiving from the taste of Lindor. If they didn't use this effect, it wouldn't have the impact that it does on the audience if they kept to an ordinary pace.

Advantages over similar types of products

The advantages that this advertisement provides that other might not, is the way that the product is presented such as at 0:23-0:27 it shows four different stages of the product development and with each  stage the dialogue describes the product differently etc "smooth" " flowing" " luscious" "chocolate" adding more of an impact each time. Also with the use of these words and the ending word being " chocolate"  it creates an effect of the audience being lost within the description of Lindor and that they have to be remembered that the product is chocolate. This is different to some other chocolate advertisements such as "Cadburys" as they just focus on promoting what their product contains, while Lindor does the same they also present their product  to be something out of this world by using vocabulary that describes their product as something you can rarely get as at the end  at 0:27 their reminding their audience that this is chocolate.

US

The unique selling point of this advertisement is the use of slow motion through out the whole advert. Also at 0:19-0:21 the advert compares both the audience and the product together " Lindors smooth center will start too melt and so will you" creating the feeling that the they are worth it and they will receive the satisfaction of what the advert is promoting. The speed of the advert could reflect on how the product should be consumed and what it feels like when you try it such as at 0:18 it shows the woman eating the chocolate and then right next to the product it self, showing what the product tastes like once eaten and also the effect of slow motion on the product shows to the audience that it feels like time is slowed down and its a chocolate that needs to have the time to be enjoyed. I think this product is rather unique compared to other chocolate advertisements as it truly focuses on the preparation of the product and how it makes the audience feel, by comparing them to the product as it makes themselves feel good at the same time as promoting their product. The use of slow motion also is also the main unique point of this advertisement as if it was at any other pace it wouldn't create the heavenly, aesthetic appeal and feeling that it does.

Lifestyle appeal

The main target audience for this product would be females aged between 20-30 due to the actresses featured in the advert, but also the voice over has a more older female voice throughout the advert rather than a young one. The dialogue presented throughout the clip has the effect of relating to a female audience rather than a male due to the use of vocabulary that females would like to here such as "irresistible""luscious"passion".  Also the use of typography is gold and has a feminine style, which can create the audience to feel godlike and also the music in the background is more appropriate for a female audience as at 0:01-0:05 it creates the audience to feel relaxed as the music and tone of voice is soft, calm and gentle, while if it was aimed towards a male audience you would expect the music to be more energetic, rough and have a more deep encouraging voice over. This advert enhances a female audience lifestyle by comparing them to the product "Lindors smooth center will start too melt and so will you" which makes them feel like the product and also at 0:06, 0:12 and 0:17 it shows the audience the feeling that you will receive after consuming Lindor and how it is worth it due to the actresses facial expressions.

Brand identity

This advert establishes the brand through out the majority of the advert such as at 0:04, 0:09 and 0:27 it keeps fading in and out of the final product it self, which is presenting the brand to be trying to hypnotize the audience into buying their product as if they keep seeing it during the advert and being said it's more likely that they will begin to want it. Also at 0:29 the advert ends of the packaging and product, which can be presented as the final thing that the audience needs to be sold into the product, as through the whole advert they are given descriptive information on the heavenly taste of Lindor and how its makes by " Master chocolatiers" the word " Master" showing the audience that this isn't just some ordinary chocolate product as its made by the best of the best, presenting the brand to be very high above all other markets.

        

Benefits offered

This advert establishes the benefit of the product by showing from the beginning at 0:05-0:26 that it is made with fresh ingredients across the country and also with that it shows the audience the stages of development etc at 0:07 we see the start of the making of walkers crisp and at 0:24 the final stage. The benefit of the producer showing this in the advert is that it's more likely to sell well if the audience knows how the product is actually made and also the advert is presenting Walkers crisps to be a product that needs to be savored and not wasted as at 0:03 we see the crisp falling and at 0:32 we see it be saved showing to the audience that this product is worth the taste. The dialogue in the background of the advert creates the sense of the product being healthy e.g at 0:21 the voice over says " seasoned with no artificial colors" which makes the audience believe that Walkers crisps are more healthy than any other crisp company, but this can also be a pitfall in the product as it is still promoting unhealthy eating towards children and might allow them to think just because Walkers has "no artificial colors" it's okay to eat etc. Also with the dialogue at 0:38 the advert ends with the voice over saying " best darn crisps that ever lived" which I think is left right to the end of the advert so that it emphasizes to the audience that this product is something that they need to buy and also adds reassurance to the audience as well.

Advantages over similar types of products
Compared to other crisp marketers, I think Walkers establishes the product the most effectively as the company has been around for many years and with each advert they make it creates more of an impact on the audience due the advert showing the making of the product etc at 0:06-:0:26 and what type of ingredients they are also including " no artificial colors". Regarding other competitors, I think Walkers doesn't really need to compete with other crisp companies that greatly, as they are already a very known brand. Also I think the fast pace of the stages of development of the product at 0:15, 0:20 etc allows the audience to understand that the creation of Walkers is done quick and to its finest standards and also at 0:22 the pace changes from fast to slow when showing the crisps and I think this is done so that it allows the audience to take in the product and able to see what it's final stage looks like etc.

USP
The unique selling point that this advert has is that right at the beginning of the advert when the crisp begins to fall at 0:06 it does a flashback on the creation stages of the product and the music used in the background is quite a well known song, so it when played the audience will be able to recognize it from this advert. Also the song choice creates a feeling of the product being holy as the use of camera movement such as at 0:05  is quite smooth and establishes what the product is about. Another USP would be that the advert includes a well known celebrity ( Gary Lineker) who has been the main image for Walkers crisp for a while now, but this could also be considered not unique due to other companies have already used this approach with some of their products before, so it doesn't have the massive effect that it should have on the audience. But, overall I think this products USP is the sort of story behind of where the product comes from and how it is made, as some adverts mainly just include there already made product, while this one focuses on the product from start to the end.

Lifestyle appeal
The main target audience for this product would  be both male and females and the age range would varied, due to the advert not actually specifying its for one gender, even though there is male actor. But, the advert could maybe relate to the male audience more due to the celebrity being a resigned football player 0:28 and a male voice over through out the advert, but the actor could also relate to an older female audience due to the theme of celebrity crushes. The product comes across as enhancing the audiences lifestyle by presenting the product as satisfactory and also the use of music ( Three simple things) seems to present a sort of heroic theme to it, which could make the audience feel like by eating Walkers crisp they will feel a whole lot better etc. Also the downside of promoting Walkers crisp is that it's telling kids that eating junk food will be good for you just because it doesn't include " artificial colors", and with this it can cause some problems with the advertisement due to parents and might even result in Walkers having to create a new way of advertising etc.


Brand identity

This advert represents Walkers as being a brand that wants to show that their product is the best in the market by covering all of the main aspects of what their product has to offer e.g how its made 0:21 , the impact is can have on the audience such as at 0:30 we see the man diving for the crisp which suggests that even one crisp out of the packet is worth rescuing and it can also present to the audience that the product is worth the buy. The advert establishes the brand at 0:27 as the actor is the main image of the company so that the audience is able to recognize the product from him and also at 0:38 as it has the logo in the corner and also still describing Walkers and how its the best product.

Audience Research