Techniques in TV advertising.

Adverts use a selection of techniques to sell their products, these include:
- hidden or overt messages
- emotional response or association for example:
1) solution to a problem
2) fear
3) concern
4) compassion
4) self perception
5) social position
6) celebrity endorsement

Adverts also use persuasive techniques to sell the product, these different techniques are:

1) Hermeren- this distinguishes among the following kinds of power through which advertisements may have a persuasive influence.
2) Reward power- the product promises some kind of positive out come.
3) Coercive power- the product is presented upon pain of threat or punishment.
4) Referent power- the message associated with the product.
5) Expert power- the product is presented by an expert.
6) Star power- the product is associated with a celebrity figure.

An example of solutions to a problem is this Mr. Muscle advert, I feel this advert is targeted at house keepers with busy lifestyles showing a quick and easy cleaning solution, although its an expensive product so I believe this would be aimed at people within social grade B.



An example of emotional association of fear is this advert for testing your smoke alarms, I feel this advert will mainly target parents or home owners as it increases people awareness, I don't feel this advert can be graded.



An example of emotional association of concern is this Aptamil follow on milk advert, I believe this advert targets parents and people involved in the child care industry as parents have there child's best interest in mind, although the product is slightly expensive so I would feel it would be aimed at people graded A/B.



An example of self perception in adverts is this WKD advert, I think this advert would be mainly targeted at young adults with a care free lifestyle therefore would associate it with people graded C2 as the type of jobs they would have are not so demanding therefore allowing a fair amount of disposable time.



An example of self perception is shown in this Land Rover advert in which it links the car with a high social status, the advert includes hidden/ overt messages, I believe this advert is aimed at middle aged/ mature people with expensive and flashy tastes so I think this would be best suited for people in grade A.



An example of celebrity endorsement is shown here with Cheryl Cole in this L'oreal advert, using well known celebrities in adverts is a key element to publicizing the product, This product is mainly aimed at  woman who like to keep up with there appearance although the product is slightly expensive i feel it would be aimed at people graded B/C.



Lars Hermeren distinguished between the different techniques used for persuasive influence these are:
- reward power, the product promises some positive benefit
- coercive power, the product presented upon pain threat or punishment
-referent power, the message associated with the product fits into the readers value system
-expert power, the product is presented by an expert

to this we can add Star power- the product associated with a celebrity figure.

The structures of television adverts.

This advert is for British Airways and falls into the category of realist narrative as it shows the suitcases from different countries racing through the flight process, linking to the 2012 olympics being hosted in Britain. The advert has some surreal elements in the way it give the luggage human like characteristics, and makes out the process to be like a race. The advert has a commentary over the top in a sport style linking with the olympics and appealing to sport fans. It gives the advert a similar feel to documentaries due to the commentary. The advert also has a humorous style in the way it give the luggage a human like personality, making it family friendly and linking to that iconographic style British Airways has always had. British Airways was the one of the first airways to fly internationally and has been the original classic airway to travel with therefore creating the whole iconographic style that follows when most people think of this company. The advert relates to events in the time period, like the olympics coming to Britain 2012. It is a fairly conventional advert as it contains elements such as a voice over and the logo used at the end. The advert uses a variety of shots in the way it captures the luggage on it travels.




This advert is for Colmans instant gravy and is a realist narrative advert of a woman making dinner then sitting down to eat it with her family, but there are special effects used during the advert as an animated bull jumps out the gravy and starts dancing. The bull links to the logo of bull the company uses. The advert is very conventional especially with the camera angles and continuity editing used, also they use a classic conventional song 'I like the way you move' but they change the lyrics to 'I like the way you moo' link with the animated bull, this is also of advertising because TV adverts often use popular songs, for example the Muller crunch yogurt advert changes the words from the song 'I ain't go no life' by Nina Simone which like 'I like the way you move' is a well known song. Colmans is an iconographic British sauce brand well known and commonly used. The advert can also be seen as quite humorous in the way the bull is dancing, also the dance moves the bull does are modern and relate to the hip hop culture of this generation.



This advert is for a new lynx body spray - 2012 end of the world,the form of the video is a realist narrative. It shows an man building an arc then once it is finished he sprays himself with the body spray and a mass of attractive women begin walking towards him, it is like the bible story of Noah and the Arc, which is a well known story. The style of the video is dramatic as it looks as if its the trailer to a film. The camera angles and shots are similar to that used in a film, also the sound used is very dramatic and there is also a voice over used at the end. There isn't any dialogue used by the characters in this advert.




This advert is for Emporio Armani Diamonds featuring Beyonce. The advert shows Beyonce dressed in a sparkly diamond like dress singing a well known song 'Diamonds are a girls best friend' by Marilyn Monroe. The use of a diamond dress and a song about diamonds likes to the product being sold. Also Beyonce is a high class celebrity like a iconographic female pop singer, therefore she is very suitable for an advert by a well established company. Marilyn Monroe is also a 1950's icon of a very glamours and beautiful star therefore links with the glamorous portrayal of the product.