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How adverts influence audiences Advertising techniques
Techniques used by Adverts Print adverts use specific techniques to influence their audiences. Generally we refer to these techniques as symbolic, written and technical codes
Symbolic codes • Objects • Setting (place where the advert has been photographed) • Body language of the models in the advert • Colours e.g. Red usually indicates passion, green suggests nature etc
Body Language: The smiling pharmacist makes the viewer feel positive about the product. The tick symbol: Represents ‘yes’ or ‘correct’. This makes the viewer think the product is the correct product for them. The white coat: viewers associate a white lab coat with doctors and medicine. So this further convinces the audience that this is a medically tested product. The colours: Red and white reminds the viewer of hospitals and medicine.
Written codes • Slogans • Style of font • Descriptive language • Emotive language • Jargon • Celebrity/Expert testimonial • Appeals to emotion • Expert quote • Personal testimonials • Appeal to emotions/desires • Statistics
Expert Testimonial: The pharmacist recommendation convinces audience’s that this product will work. The word ‘ethical’ means to be in accordance to regulations: This convinces the viewer that they can trust this product Appeal to emotion: Appeals to the audience’s desire to be healthy
Technical codes • Camera shots/angles (long shot, close-up, low angle etc) • Lighting • Framing (where in the advert the objects and models are organised)
Logo (symbolic code) Framing: The positioning of the iPhone so the viewer sees the side view of the device highlights how slim and streamlines the phone is Close-upon hand and iPhone. Highlights how the iPhone is a touch screen. The lighting: is dark, with a spot light on the device caused by the glowing screen. Creates a feeling of ‘space-age’ linking back to the idea that this is cutting edge technology. The slogan: implies that the iPhone is an unbelievable product and you won’t believe it until you have one for yourself. The word ‘revolutionary’ suggests that the iPhone is at the cutting edge of technology
What is the purpose of advertising? Adverts just sell stuff, right?
Adverts do more than sell stuff Adverts are used to: • Raise awareness of an issue e.g. cancer awareness • Change people’s behaviour e.g. encourage people to quit smoking • To sell products • And…all adverts aim to get their audience to agree with the values and attitudes presented in the advert.
How these ads work Adverts that sell products aim to tell the audience that this product will somehow make their lives better. For example, the advert may suggest: • The product will enhance the performance of your body • The product will make your body look better • The product will make your life easier • The product will make your house look nicer • The product will be good for your family • The product will be good for your pet • The product will improve your status in the eyes of other people
Problem/solution Adverts that sell you a product will often point out a problem you may be having in your life, and then present the product as the solution to the problem
Problem: Wrinkles Solution: Olay beauty products that promise to reduce wrinkle appearance in 28 days This is an example of an advert that claims to make your body look better.
Choice of Models Adverts that sell things choose their models carefully. The models either: • Look the way the viewer would desire to look like to suggest the product will help help to viewer to reach the same level of attractiveness • Reflect the ordinary, everyday person, to encourage the viewer to feel as if the product is made for them (the ordinary person)
Example one This advert is an example of an advert that suggests the product will make you look better. The model looks fit and healthy the way the viewer purchasing this product may want to look like. This makes the viewer think that if they use this product they may look like the model.
Example Two This advert is an example of how an advert selling you something promises to make your life easier The models look like an ordinary family. This makes the viewer think that this product is appropriate for their family.
How these ads work These adverts try to appeal to your emotions to get you to change your behaviour. They appeal to a range of emotions such as: • Your sense of guilt • Your desire to protect yourself and your family • Your desire to be healthy • Your fears • Your desire to be attractive • Your sense of sympathy for people not as fortunate as yourself These adverts will also give viewers a clear instruction about what behaviour they need to change.
The font is fuzzy and is meant to remind viewers that their vision and ability to make decisions becomes fuzzy after drinking alcohol The blood symbolises violence and appeals to the viewer’s fear and desire to protect themselves. The written text: appeals to our sense of guilt. Reminds the viewer that when they drink they tend to lose control and perspective The written text also gives the viewer an instruction: stop drinking
How these adverts work These adverts usually appeal to viewer’s emotions to encourage them to understand an issue and to take action. These adverts: • Use body language that encourages our sympathy • Give instructions on what action viewers should take • Use language that sounds supportive, sympathetic and understanding
Sympathetic tone: gently prompts the viewer to consider their own mental health Body Language: The model is huddled up and looks vulnerable. This makes the viewer feel protective or may remind the viewer of the feelings they are experiencing. Instructions: Indicates what action the viewer can take and where to go for help
ValueS AND ATTITUDES Adverts also influence audiences by promoting particular values and attitudes
Values Values are ideas and beliefs a society (group of people) believe are important. For example, in Australia we value: • Freedom • Athleticism • Owning our own home • Physical attractiveness • Equality
Attitudes Attitudes are how a society (group of people) feel about particular values or people. For example, in Australia: • We have a tolerant attitude towards other religions • We have a relaxed attitude towards authority and rules • We have a uncaring attitude towards education