Task 4

TASK 4 (label this on your blog as 30.1.4)

According to Gillian Dyer (Advertising as Communication, Routledge 1988) advertisers use among other techniques, the following lines of appeal. They use images of, or make reference to things to tap into our desires or fears. View the Powerpoint called Lines of Appeal which is available on Moodle.

Analyse three different TV adverts and state which persuasive skills and lines of appeal have been used:

Advert1

Product Name: Nescafe                                                                  Link:

https://www.youtube.com/watch?v=2K_lpyyhJBU

Persuasive techniques: The Nescafe advert is set in a fictional world inside a coffee bean, and from there we see an adventure begin with somewhat an adventurer/explorer and his journey to find a glowing entity, he then collects it into a jar and then makes his journey back to a cave in which we see a large number of jars with the glowing entities inside them

Product USP: The unique selling point of this product is that it uses many visual appeal such as visual effects such as the fictional world inside the coffee bean. It also gives a theme of adventure as the character in the advert slightly resembles fictional adventurers such as Indiana Jones, along with the theme of going on a journey to find a form of treasure, this being the glowing entity in the advert.   

Advert 2

Product Name: Carlsberg                                                                Link: 

https://www.youtube.com/watch?v=3P_API6N4oA

Persuasive techniques: In the Carlsberg advert it begins with a man searching for a room for rent and as he finds the house he is greeted with the housemates of the house and is then introduced to a very expensive looking place, as he is toured around the house he sees how amazing the house is along with the housemates, the house features self cleaning mechanics and the view of a football stadium from one of the bedrooms. 

Product USP: What Carlsberg's unique selling point is that it is saying that if you drink Carlsberg it then means you are living the rich life, but also it implies that you are living the rich life by drinking Carlsberg. It shows that there is some class when it comes Carlsberg and that it is not just another brand of beer.

Advert 3

Product Name: M&Ms                                                                   Link: 
http://www.tellyads.com/play_advert/?filename=TA14943&advertiser=M%20&%20Ms&type=recent

Persuasive techniques: The advert consists of the M&M characters trying their best at being 'British' however they are unable to do within the time of the advertisement. 

Product USP: The unique selling point of this product is that it uses CGI in the advert, that CGI being the M&M character themselves. Another point is that M&Ms is an American brand and what it is doing here is trying to appeal to the British market by changing the colours of the M&Ms to the colours of the British flag.