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.