TV Sponsorship's can be used in a variation of ways depending on the objective of the product or service in which a company is providing. It may be that with certain products the only way to reach an audience that typically watches television is to do that through other programmes that are highly populated to watch - for example in many popular shows such as X FACTOR or LOVE ISLAND, there are tv sponsorships between breaks to promote certain products. The benefits of sponsorships can vary; such as increased product awareness, improved corporate image, product positioning, enhancement of an advertising campaign and client entertainment. The sponsorship can produce the following - display of logo, brand identity, display of signage at events, personal endorsements, association of brands. This can happen within the space of a 30 second promotion video. The following are examples:
This is the super drugs sponsorship for the TV programme, love island - through the 12 seconds of this promotion they are able to present a view of their summer essential products speaking to the audience in the small time of 12 seconds, even if a niche audience - this will produce a higher promotion of their product due to the amount of viewings from the original show in which it is sponsoring, even through this advertisement they are trying to reinforce the conventions of love island as they present a couple in love on the beach kissing. They also present the couple again in a pool, also like in reference to love island and the activities taking place within the programme. By doing this within my TV sponsorship I could sponsor a programme similar to love island or one like the voice and present women and men background getting ready with lipstick. This could sponsor any programme where someone is preparing themselves using my product within the frame.
This is also an example of a TV sponsorship, however with this one they use the technique of making their product dance and rock along to the music to present the dance show in which they are sponsoring by doing this it is very effective as audiences will quickly relate this sponsorship to the show thus promoting their product in a contagious way among target audiences, they present the products in a very street animated background, focusing on the target audience of young people and people who enjoy dance - young audiences will refer to this sponsorship due to the vivid colours and animated chewing gum characters. Using dialogue such as "Ashley banjos dance!" etc it produces the promotion of the programme whilst also promoting their product - by doing this it teams up both sponsor and programme so it is easy for the audience to refer to the programme through this sponsorship.
When producing my own TV sponsorship I want it to be of the minimum length of twenty seconds within these twenty seconds I want there to be music along the lines of a song by Kehlani and in the shot I want the camera movement to pan across my character lining her lips with my product - a lipstick. The shot what I want to be using will be Mid-shot so I can introduce the characters frame and top, mostly reflecting the product colour and back drop colour so it looks collective and neat. In the shot where it will be saying "sponsored by Lippy lips." I want lippy lips to come up on the screen with a flashing lip within the middle of the typography - then it will forward and run into the programme that I am sponsoring which will be The Voice as this particular show follows the same demographics that I would like to target as my aimed audience. Such as Men and Women from 18 and above. I considered this to be the programme I am sponsoring as The Voice focuses on singing, and peoples voices so most camera shots on their show will be mid shot and sometimes extreme shot onto their mouths of which my product will be presented. The voice is shown on the channel ITV which has a broad target audience such as young, female/male and housewives etc. On The Voice they may have male contestants with quirky styles and images and this can lead into the idea that my product is gender neutral.
The styles and purposes of radio advertising in the media industry is to allow a variety of platforms to commercialise products and services in which different companies provide. Similar to TV advertisement, radio advertising is also to sell products and promote services. Therefore by using radio advertisement it allows the audience a broader choice of how to listen and view the commercial. People listen to the radio on both AM and PM stations, by listening to these stations at work, in the car etc they are funding the stations with more ratings and viewings. Most radio advertisements use sound effects and humorous, dramatic dialogue to speak to the audiences. The purpose of doing this dialogue is to provide the listener with features of the product because as it is only a voice over they cannot view it visually. Many commercials use a straight announcer with a background sound of track music, scripts may use USP's of the product or slogans and lines that appeal to the audience from the service.
Examples of radio commercial:
Within this radio commercial, they use the temptation of cold drinks knocking against each other and fizziness growing in sound throughout the commercial to portray the ideal of a cold drink within summer or after a long day - this portrays the product perfectly as it idealises the satisfaction and feeling the coke provides you with. With Food and Drink adverts it is quite simple to reflect the product within the radio ad as you can adapt the features within the advert as you can visually imagine it as the audience. However it is rare to find makeup / cosmetic radio advertisements as these are quite visual limited productions as the audience would have to look at the colour and the casing of the product to know what it looks like to buy it within stores. It is difficult to adapt makeup to radio advertisements however I am looking to challenge this and provide my radio advertisement with the conventions of the makeup so the audience are able to know straight away what product it is and who it is by. For example I would use sounds of lipstick cases being opened, and although this seems quite ridiculous to recognise for make up addicts and users in which I am targeting hopefully they will be able to recognise the sound.
For example within the above clip, there is a recording of lipsticks being opened and sounds of lipsticks pumping around within the product, I want to take this and take it as an example to make my own sounds for my video but make it more distinctive and use an over voice with such dialogue as "Lippy Lips" or one of my past slogans I have used on my product plans and drafts of lip cases. My advert will also use a simple,upbeat track that correlates with the vivid colours of the lipstick as shown in the following examples:
This Dior advert uses a very upbeat music within the background of their product - allowing the audiences focus to be not only on the vivid colours but also the enjoyment of the basic, upbeat tunes.The background music speeds up alongside the flashing images of the different shades of lipstick - it creates an intensity behind the product allowing the audience to feel powerful and confident when wearing it.
Again in this version of the advertisement, they also have a very upbeat in tuned soundtrack playing against the commercialisation of their product. It acts as if a theme tune to the product. I would like to take these two adverts as inspirations to use behind my radio advertisement for the soundtrack. It will use a similar sound track played with slogans and features of the lipstick, as if to imagine what the product provides. For example if this was used for my radio advertisement, I would then create a dialogue of two females suggesting makeup products to each other then saying "Lippy lips" is a great product etc.. Or the use of a male voice would also target male audiences.
When creating my product plan I have had to think of the different colours in which my product will be used in, by doing this I can target my audience by the different shades and tones of skin colours alongside the colour lipsticks being used. As I have created plans for a Red, Purple and Pink lipstick I have aimed at different cool and warm tones of skin colours so my product is directed at different target audiences. With makeup products - doing this is almost the first distinctive USP that consumers will look at as they will have to know who the product is more likely to be consumed by.
In the first product plan I've annotated different conventions that I will include in my final product such as the slogan "Get Lippy In Style", and the gradient of the Lipstick case cover from white to black to produce a sleek imagery of the lipstick - I want my product to look high end hence the classic black and white theme.
In the second product plan I've annotated different conventions that I will include in my final product such as the change of petals corresponding to the colour of the lipstick, unlike the other product where the petals are red like my lipstick. I've creating the petals so they are the same shade of pink as the stick - this will create a distinctive image against the opposition companies producing makeup.
In the third plan I have for my product I've chosen to create a darker toned lipstick colour to show the variety of different tones and shades of the women and men that will be using my product. By doing this I am creating the perspective that many different tones and colours can be created and idealised for different target audiences.
I created these drafts on Photoshop by layering different patterns of lips on a template of a lipstick, I then filled the tip of the lipstick with my chosen colours using the gradient tool to make the lipstick seem more realistic and real toned. By including the slogans on the case I am creating a distinctive product with my chosen conventions broadly represented on the actual case. I then developed the logo of my lipstick by being hands holding a rose dependent on the colour of the lips thus the petals being different shades, but nonetheless the same logo.
In this advert, they use extreme close ups of the models lips with the chosen lipstick I want to inspire to use techniques such as this as it portrays the product essentially based on the target audience of makeup users. The eye shadow pops alongside the lipstick, which can act as their USP as their makeup products highlight different skin tones and complexions throughout the advertisement. At the beginning of the advert they use two different coloured women to show the complexity and variation of what their product can do and who it can make feel confident. As the women within the advert are quite young, this appeals to this area of demographic such as B-D, as they're quite young but appear sophisticated instead of young students. This addresses that the product is within the sales of a younger audience. The typification's within the advert seem quite sleek and feminine to appeal to their target audience - by doing this it is effective in the sense that it will combine with the product.
Through this screenshot, I have chosen to present how they combine all of their products on the screen using effects showing how swift their product is and the range of colours - By using this technique of effects and camera shots, I want to be able to show the variety within my production. The canon effect of each lipstick top coming off is sleek and the camera shots used is the basic convention of a lipstick advert.
This extreme close up of the lips drenched in the product show the texture, colour and consistency of the product. The product stick is also shown within the screenshot which can show them portraying the type of product which it is, and how it is produced. By using this camera shot they are revealing to the audience how the product will appear to them and how relaxed it will be in their hand.
Within my production I want to use the following camera shots such as close up for the models in a way in which the background will still show however the focus will be directly on the model and the lipstick that is layered on her lips. The background will then correlate with the colour of the lipstick and relate to what the whole idea of the advert is - to produce a clear commerical selling the product of which I will be creating. The angle of my camera shot will ideally be using a high angle to show the empowerment that makeup provides to the person wearing it, and the movement of the camera will be strictly using steadicam to focus on the actor and embrace the person essentially throughout the frame. The composition of the actor on the screen will focus on them using a depth of field technique so the actor is in focus and everything around her/him is unfocused and blurry.
This will be the outer shell of my product as I essentially want to make the product be in my advertisement using the logos that I have used before and the same colour scheme, I will wrap the lipstick into the case using glue or something to make it look like a real lipstick case. Then when this is finished I will use this product in the commercial I'm creating to further the idea of the product being real and making it seem more appealing to the audience and make it more target audience related by having the actual actors using it.
In this advert, the link between the colours in the setting and the models lips is a recurring theme. Red. The idea of this is appropriate for many makeup adverts and I'd like to take this into consideration when thinking of colours to use within my advert. The slight glow used I can interpret by using a clear through coloured material to come across as a filter held in front of the camera light.
Reception theory was developed by Stuart Hall who assembled most of the media theories, reception theory is a version of reader response that empathises the readers interpretation in making a meaning from a certain production. This approach focuses on "negotiation" and "opposition" on the part of the audience, this means that a text be it a book or movie or other creative work is not simply passively accepted by the audience but that the reader or viewer interprets the meanings of the text based on their individual cultural background and life experiences. In essence, the meaning of a text is not inherent within the text itself but it is created within the relationship between the text and the reader. Stuart Hall stressed the idea of social positioning in the interpretation as he idealised the difference between the social groups of his audiences.
Dominant - The reader fully shares the text's code and accepts and reproduces the preferred reading ( a reading which may not have been the result of any conscious intention on the part of the author - in such a stance the code seems natural and transparent)
Negotiation - The reader partly shares the text's code and broadly accepts the preferred reading, but sometimes resists and modifies it in a way which reflects their own position, experiences and interests, this position involves contradictions.
Oppositional - The reader, whose social situation places them in a directly oppositional relation to the dominant code, understands the preferred reading but does not share the text's code and rejects this reading, bringing to bear an alternative frame of reference.
For example if we look at a trailer for a reality show we can imagine the different encodings that the producers have chosen to include - through these encodings different audiences will react differently to this as they have their own interpretations. For example a dominate reading of this would be that the audience can see there is a lot more drama coming up within the new season of made in Chelsea and the audience may reflect this show as a trusted source to what life in Chelsea is like. Oppostional reading however may reject this as this is used only for gossip and that the source cannot be trusted however as oppositional reading can be divided between yes and no, the other half might believe one half of the season and not the other. Now looking at it from a dominant reading we must understand the ideology such as Made in Chelsea is a reality show with a large circulation, it chooses important parts of the season to portray and therefore the dominant reading constructs the dramatic side of celebrities and their importance in our society.
The hypodermic needle model suggests that media messages are injected straight into a passive audience which is immediately influenced by the message - the mass media could influence a very large group of people directly and uniformly by injecting them with appropriate messages designed to trigger a desired response. This theory implies that mass media has a direct, immediate and powerful effect on its audiences. The mass media in the 1940's and 1950's were perceived as a powerful influence on behaviour change. Several factors contribute to this theory of influence such as, the rise and popularisation of radio and television broadcasts, the emergence of advertising and propaganda and also the impact of motion pictures on young children. They express the view that the media is a dangerous means of communicating an idea because the receiver or audience is powerless to resist the impact of the message. A strength of this theory is that the use of numbers and statistics can be effective and reliable in terms of seeing trends within audience members, however a weakness of this theory may be the idea that it has a little place in contemporary analysis of audience reception, although it is possible that audiences revert to such thinking from time to time, these types of instances are rare, and don't carry a great deal of momentum, if anything audiences today tend to be a lot more sophisticated and aware of how media messages may be constructed to appeal to various categories of audiences relying on their demographic and psychographic groups.
The hypodermic needle theory is not based on empirical research, instead it is founded on the assumption that humans are controlled by their biological nature and will react instinctively to passing stimuli in similar ways.
Within this advert above we see the contrasted lives from a later generation ideally early 80's and a more modern generation nearer towards the 21st century. The surroundings within the advert vary but the lifestyle is very similar despite the few tweaks over the years with technology and the advancement of it. On the left hand side we see a very friendly life, a happy man happy marriage etc where he sits down and speaks to his wife showing a lot of communication between them. Whereas on the right hand side there is a lack of communication as everything is surrounding modern technology and the lifestyles differ completely. Through this though the producer injects the idea of coke bringing people together through the technique of hypodermic needle theory as they use coke to inject into their audiences to make them come together more as a community and diminish the barrier between the generations. As this is shown towards the end of the advert as the line between the two frames disappears and becomes one whole shot and frame. The advert proceeds to tell the audience of how the world has become less social due to the proliferation of technology and this has replaced the feeling of family. Although despite all of this there is one thing keeping each generation together and that is Coca Cola.
One influential tradition in media research is referred to as 'Uses and Gratifications' this approach focuses on why people use different forms of media rather than the actual content involved - unlike the approach towards the media effects and impacts on the consumers that assumes a homogeneous mass audience and a hypodermic view of the media - Uses and gratifications are concerned with what the audiences do with media which allows a variety of different interpretations and responses towards different forms and constructions of media. This theory places more focus and concentration on the consumer and audience. This theory follows the idea that audiences are responsible for choosing media and services in which meet their needs and integrates with different characteristics of their personality traits. This theory looks at the audience as an active audience - how the audience and producer engage with each other during the consumption of media. A very popular theory in the early mid 20th century was the effects model which looked at what the media did to the audience - it was an early moral panic which suggested audiences were passive at whatever the media relayed to them. With this model the power itself is with the media. Uses and Gratifications is an alternative theory of media research which takes the viewpoint of audiences being active participants in the exchange of media - in a simplistic way they use the media to satisfy their needs.
This is Maslow's hierarchy of needs in which fellow media theorists took ideas from to create their approach towards audiences and their needs and how the needs are gratified by the media.
4 Primary needs that the audience are able to satisfy with: 1 - Surveillance/Seeking information The words and texts we read to help us learn about the world - needless to say these texts tend to be factual from a personal perspective to feed into the audiences personality traits and intend them to connect thoroughly with the texts. Many audiences watch the news or documentaries, however it is not necessarily information they need to know but it just satisfies their curiosity and informs them of factual texts. 2 - A sense of personal identity These are texts or productions that reinforce audiences values or beliefs, this is particularly poignant in the years where audience members are discovering who they are and what it means to be of the female audience or the male audience. This is why many audiences read magazines that target their individual demographics or psychographics as this will make the service more relevant to people their age,gender or class. 3 - Personal relationships This category acknowledges the tragic truth within life itself as many audiences connect with characters when they are feeling lonesome, such as within series when tv series tend to end the audience members may feel a slight twinge of sadness as it is finishing and they do no longer have fictional characters to relate to. This delves into the idea how we as an audience are able to connect with figures within the media however the audience do not have to exclusively only connect with fictional characters as it may also be characters on television such as those involved in News agencies. 4 - Diversion Lastly this primary need is practically escapism as audiences use media as a diversion from the mundaneness of the real world and lose themselves within tv shows or gaming to distract them from the reality of their lives.
Uses and Gratifications are seen in everyday life, such as cases when we are choosing a personal genre of music - as we select music not only to fit with the particular mood we are feeling but also in attempt or show a motive. There are many different forms of Uses and Gratifications within the media - and one would be the type of product a female or male chooses when shopping for makeup (it fulfills a particular need.) This theory is applicable with many peoples engagement within the media and can relate to many different formats of media associated creations.
I have produced a audience survey/ questionnaire on the format of Survey Monkey online, screenshot my questions and results and then produced them within a PowerPoint. After doing this I processed them onto Slide share - by doing this I am improving my development and knowledge of different formats where my product can be advertised and seen across different forms of social media. There are many precautions we must take when appealing to audiences through the act of surveys - the questions we choose to ask must be in use of the target audiences vocab as well as this we must be able to pinpoint the most favorited choice through the answers. The advantages and disadvantages of questionnaires and surveys vary from the following; it is an easy research method in terms of collecting data and the fact that there is no time expectancy for the respondent they do not feel rushed or pressured to provide an answer that is quick and simple and instead you receive an answer that actually helps and provides you with information in ways to improve and portray your product. However disadvantages may be that some of the questions may be skipped as they are unknown to the answer, or some respondents may give quick answers to just skip the survey. As well as these disadvantages there is also the disadvantage of the answer not being validated. In risk of this it can lead to inaccurate results that can benefit the making of my production.
Benefits of this research method is that the overall impact it has on the factors of appeasement of the audience - using this survey and the results I am able to illustrate these answers into my work and attract more of a wider audience so therefore in conclusion, it has been beneficial for me to understand the audience a lot more and reach out to their specific interests and needs that need to be put into work within my advertisement production.
Using the format of powerpoint processed onto slideshare I have explained my demographics, psychographics and included an internal critique within the makeup industry to illustrate why I would want to use certain camera shots, styles of adverts and reasons behind my chosen audience.
The L'Oreal advert which is analysed within my PowerPoint, taking inspiration from this advert and the conventions it follows I would like to have my own advert along the basis of this one. This advert entails the form of a realistic advert using real life situations in which you would need to buy this foundation which they are commercialising - by showing different people with different tones of skin they are broadening their target audience on the aspect of race or gender within the demographics. By using dialogue such as "make peace with my porcelain skin" or "I could never quite find something that matched to me." using these within the advertisement makes audiences appeal to the product and want to try the product, grabbing their attention through personal experiences is probably their most effective USP as they are singling out different types of people - the ones that change themselves to fit in with society or the ones who do things because they are taught to conform to it. By dramatising their product through personal experiences they are able to put more power behind the product and appeal to a wider range of makeup wearers.
Aforementioned, I would like to produce my product as available to be worn by both females and males within societal "boundary" of gender domanined products. Within this advertisement - it mirrors a perfect image of what I aspire my product to be like as there is the inclusion of a male walking with makeup towards the middle of the advert as if a plot twist as the commercial at the beginning to surrounding the basis of females using the product but then a male appears and is wearing a full face of glam makeup deteriorating the battle between gender barriers within the world of makeup.
Here is an example of the preparation for my product, showing different varieties of how I would want to distribute my product through a TV advertisement. I want to either produce it through a realistic form or surreal style. This is because with makeup advertisements, usually they use different coloured backgrounds using CGI and green screens to illustrate the colour scheme alongside the makeup brand - I have shown examples of these in the following work. I have created four different types of advertisements that I may produce, two that follow a surreal establishing shot of the product and the background, one that is a talking heads between several models. However as I have to create two advertisements for my product I may create two stand alones using different models, and different slogans within each production.
I have created slogans for my product depending on the type of style and form I want to go for - these slogans are the following:
"Get Lippy in style!"
"Embrace the power of the lips!"
"The power of makeup requires no gender!"
I want to create a cover for the outside of my lip product to make my advertisement more realistic and more appealing to the target audience I will choose. To prepare to do this I have looked at examples of Lipstick cases and seen how sleek they have produced their product through the classic black cover and a marking within the case - However I want to have a very delicate looking case with an addition of bright colour to produce a distinction between my product and other companies products.
Within the image above I have analysed several similar adverts that all use the conventions that makeup advertisements would essentially need to embrace to make their commercials successful towards their chosen target audience and towards making their product appealing. I have chosen to analyse Miss Vogue, Dior and Maybeline. All three advertisements all use vivid colours, celebrity endorsement and even their slogans are bold and intended to capture their audiences attention.
Within advertisement, each production must have an appropriate target audience in which they are relaying their commercial to. For example each advert follows a marketing category that classifies who their product or service is appropriate for - basically a particular group of people, identified as the intended recipient of an advertisement or message. it's imperative for a business to know who their target audience is and how to appeal to them. Although it is important to do this and to reach as many people as possible, sometimes it seems as if some advertisements are only for certain segments of the population and this could be limiting to their service and product. Directly appealing to a range of audience can perform better for the organisation and provide them with a higher service and a higher amount of profit and promotion for their production. It is important to have a target audience because for consumers to purchase your product, they need to relate to the tone and the content of the message that your advert is portraying. The most important part of recruiting a target audience for your product is paying attention to what is effective and what isn't, organisations have to have an effective method to what they are campaigning for people to view their service and for it to actually be popular and work with purpose.
Advertisements follow two of the following graphics which are demographics and psychographics:
Demographics is used within the media marketing system to classify an audience into the following categories of age, gender, race and other. Demographics are broken into bands depending on peoples jobs or status. As shown above, this would be what advertisements would be distributed within. Many advertisements can be aimed at any of the letter codes due to many adverts having such a wide audience, however different adverts and services don't always appeal to every category.
(EXAMPLE OF DEMOGRAPHICS VIDEO)
Psychographic segmentation divides the market into groups based on social class, lifestyle and personality characteristics. It is based on the assumption of different organisations and the types of products that will appeal to different audiences - reflecting their characteristics and patterns of lifestyle.
A jingle is a short song or tune used within the world of advertising, usually for commercial uses. The jingle explicitly is used to promote the product or service being advertised. Slogans are a vital part of marketing and have been used to promote businesses and products for years to connect and engage with the consumers and customers or each organisation. A slogan is a catchy phrase or series of words used to help consumers remember a company, brand or product. Companies create slogans to use in various marketing areas. By using Jingles and Slogans, the producers of the advert or service are trying to capture the attention of the audience it is targeting. The way organisations create their slogan is by highlighting a key benefit within their product, by doing this they represent differences between them and opposing brands and products. This is how they differentiate from each other and make more people want to buy their products. By creating a slogan and jingle the company is explaining the company's commitment towards their product and how they promote it. They find a memorable quote or words and keep it short so it sticks with the audience, they include a rhythm or rhyme and stay honest about their product. The following are examples of how companies may do this:
The following is a production from 1996 Rice Krispies advert, by stating the time this advert was created up until now they have illustrated a stable slogan which can also be conveyed as their USP as this is what has made many audiences remember their cereal product and refer to their product by using the slogan "SNAP, CRACKLE, POP!" they animate three characters to go alongside this slogan which advantages them within the younger demographic of children who remember these characters specifically because of their names and colours. This is a good technique to use within a slogan as their product will be perfectly remembered for their target audience and used to remind the children's parents of what their favorite cereal may be. The slogan of Rice krispies is short and simple, it perfectly defines the brand by making it easy to remember and you can't help but pay attention to how catchy it is. It makes the audience remember the taste and remind them of the slogan behind the cereal product. Whereas with other companies and their slogans they may be subliminal and endorsing a certain brand or message without explicitly doing so, however as an audience we have been conditioned to embrace the advert as linked with the slogan and we wouldn't be able to mistake any other brand as this slogan.
Another example of a slogan would be KFC "Finger lickin' good." towards the end of their advert they include it to use it as if an ending to their advert but a start to their product. They have used this slogan for a macro period of time and have largely invested on keeping this slogan by recruiting consumers through the stability of their company and products. The advert illustrates different moments of where you may enjoy their product being quite humorous within the context however by doing this they are relating to many audiences and having them remember their product through their catchy slogan. By creating a slogan like this KFC are building a bridge between the consumers and the brand to build and strengthen the relationship between them and heighten the ratings of their product within the different groups of consumers. This slogan works because it best displays the reality of their product because of the chicken grease it leaves on your fingers, it will leave you licking your fingers and wanting more.
With Jingles and Slogans in an ad-saturated world you need to be able to create a distinctive one to stand out and differentiate from other brands. Music invokes memory, and within the McDonalds advert you have a tune of whistling that you automatically link with McDonalds. Naturally by doing this, advertising with music is an effective marketing technique. With McDonalds they have used a jingle that can be recited and understood by various of audiences even those of such young age and this is what keeps them stable as many children will remember this jingle and refer it to their parents and make them purchase the products McDonalds provides increasing their rating of products. Many advertising jingles incorporate a slogan line, and this is what they have done by using "I'm lovin' it." by doing this they have accompanied their slogans with a jingle, invoking feelings and memories towards the brand.
Many different techniques are used within adverts to extend the quality of the service and product for example:
Hidden messages: This can also be known as subliminal messaging where a message or service is presented to the audience however it is only seen quickly as it is delivered in the way of an image or word being upon the screen for a very short time. Audio may be played in the background or images within the scene of the ad that we are viewing so that we aren't consciously aware of seeing or hearing them. Within the Chipotle adverts above, they are using subliminal connotations in their print advertisements by saying "Usually when you roll something this good, it's illegal." quite clearly they are referencing to some what the forbidden fruit, the illegal doing of smoking something that will increase your satisfaction level they are opposing their buritos to illegal substances as they are presenting in a positive way the way their food makes you feel as if you have tasted sin because of how good and appetising it is. They also use the quote "Buritos so big you wanna ride 'em." this clearly connotes sexual activity, once again referring their buritos as something satisfying and filling. In this Chipotle advertisement, they use the reality of someone's life by making them be truthful of the situation they are in to covertly describe how real their burito is and how real the taste validates the satisfaction of their product.
Overt messages: This technique is the obvious input of messages that are clearly and openly displayed on screen to sell the product, however these can be applied in any way. For example within this advert above we can observe that the ultimate point of the advert is to display how the teeth whitening product works - to do this they have illuminated the adverts with very bold colours using only white and red to illustrate the strength of the toothpaste. This is an obvious technique and can be used in many other ways. However by only using women within this advertisement, this may diminish the whole overt message within the advert as people will only focus on the women's image being the main topic - as on the negative outlook as they have only portrayed women this could mean only women need to look their best as appearance is an important thing for a women to be focused on.
Emotional response:Adverts tend to draw on the emotions of their audience to play a significant part in the production of their service or product. Many products may play upon guilt or compassion, as customers may choose to buy the product to solve a problem or to stop something happening. Within the advert above, the production creates several perspectives of mothers and their children - creating an emotional connection with the audience showing the hardship and security that the power of a mother can have. P&G is the sponsor of the advert and they project through the campaign that the audience can feel as strongly as the actors within the advert can feel. They represent different cultures, different families, different situations all through one emotion and thats love. It's through emotional advertisement that they can connect with the audience. By doing this they make their advertisement memorable for making mothers a significant empowerment within society and every individuals life. However one disadvantage of using the technique of emotional response is that some adverts may be too over-whelming and could trigger a young audience if the emotional content is too deep to take in for a younger demographic such as E which would be students.
Celebrity endorsement: Celebrity endorsement speaks for itself within the title, this is the technique of introducing someone famous to appeal to the audiences and associate this person featured with the brand and product. By doing this, the supplier aims to appeal to different target audiences depending on the featured celebrity and who they appeal to more. Through having a celebrity as the face of a brand or involved within the promotion of the brand, makes it more appealing to many audiences as they can refer to the product by using the celebrities name and this will make the product seem more memorable due to the endorsement. The perfume within the advert empowers the woman and makes her project her femininity as her strength through the iconography of her placed on a motorbike and as she comes to a halt against men dressed in black also on motorbikes, the colour difference between their outfits also illuminate her known softness and femininity but the perfume mobilizes her to be confident and beautiful. As she holds control over the male figure in the advert, making him wonder about her it shows how the perfume can intoxicate the people around her. By doing this they are promoting their product by enabling women to have this as their power and confidence - overall boosting their self esteem through the fragrance.
Shock tatic: Many adverts may use this technique to produce dramatic sensations within their target audiences, they use this to draw on fear and compassion to raise awareness of their advert or service. Within this advert, the production uses young people to inform society and older generations of what they have been bought up to believe and think about certain societal expectations of women. The dramatic effect of using statements like "A girls confidence plummets during puberty." Shocks the audience into understanding compassion for young girls and their role in society. Towards the end of the advert, the production illuminates different ways of how girls can act despite the expectations and labels they receive in society. The progression the advertisement shows is that the older generation combines stereotypes they view in society with the phrase "Like a girl" illustrating how society has portrayed gender of females as weak and dainty instead of strong and powerful. By contrasting how the younger generation views "Like a girl" with the older generation, they shock the audience by how the youth actually views like a girl as an insult as there are no boundaries between what genders can do and how genders behave. The young girls portray like a girl as something empowered as they don't follow what society thinks it doesn't apply to them. They are whatever they want to be, and thats the shock tatic within this advert.
Bandwagon: Within advertising, many companies use a statement to show that 'everyone' is using the specific product and so therefore the audience should to. It's as if to make them conform to society and buy the same product as others around them including their peers. In this Dove advert, they are projecting their product used by different types of women as their demographic would ideally be women they have different cultures and different ages of women within the advert - by doing this they are making their women audience want to use the product and feel as beautiful and protected as those within the advert. By using this technique the production team has created a way to make their product appeal to various groups of psychographics as they present different women taking part in different activities, showing that people from different lifestyles are easily adaptable to their product and it is affordable for all of those from A-E. This is a great quality for an advert as they are generally advertising to everyone, not just one specific psychographic and therefore can connect with a wider spread audience. However a disadvantage of this advert would be the fact they have only included women and haven't used any male actors to promote this product as for both women and men - and this could result in a lack of consumers along the male range as they would think this Dove deodorant is specifically only for women. However because they have not targeted their product specifically for women they are isolating men who may use Dove.
Plain folks: Using the 'plain folks' tatic, advertisers attempt to associate their product with average working class people. This target audience is therefore convinced that the product and service is needed within their life. This may be shown within adverts by showing a familiar scene that relates to their family situation as well. Throughout this advert, they target various situations of families from single mothers, single fathers, weekend fathers, divorced families and even towards the end there is the addition of a homosexual family. By including this they are defeating the media barrier of sexuality and they are defeating the idea about homosexuality as a taboo or something less approachable within the media. This technique supports many products and services within advertisements, as it is making the advert more relatable to a wider range of audiences and providing the consumers with an insight in how the product can relate and benefit them as a buyer. Within this advert - they highlight the idea that by buying McCain they are producing a family mood and atmosphere around the dinner table where they spend quality time together eating dinner.
Limited Availability: Many advertising companies will use the phrase "limited offer only." to make audiences feel as if they need the product before it runs out and they have no time for purchase. The above McDonald advert is only shown during summer as it is generally targeted towards the summer season and the warm weather due to it promoting McDonald cold drinks. After summer this advert would typically be not seen on televisions or heard on the radio, as these drinks are particularly limited to only Summer. However, a disadvantage of this technique is that if this advert is only distributed during a specific period of time, then this advert will have less ratings than adverts that have limited offers throughout the year, marginalising this advert and making less consumers buy the product. However a good thing about distributing a product through this technique is because of it being limited edition or limited offer, it will make the consumer want to buy it quicker than other consumers and go out and physically buy the item before it is sold out or unavailable to consume or purchase within the area they are located.
When producing my own TV sponsorship I want it to be of the minimum length of twenty seconds within these twenty seconds I want there to be music along the lines of a song by Kehlani and in the shot I want the camera movement to pan across my character lining her lips with my product - a lipstick. The shot what I want to be using will be Mid-shot so I can introduce the characters frame and top, mostly reflecting the product colour and back drop colour so it looks collective and neat. In the shot where it will be saying "sponsored by Lippy lips." I want lippy lips to come up on the screen with a flashing lip within the middle of the typography - then it will forward and run into the programme that I am sponsoring which will be The Voice as this particular show follows the same demographics that I would like to target as my aimed audience. Such as Men and Women from 18 and above. I considered this to be the programme I am sponsoring as The Voice focuses on singing, and peoples voices so most camera shots on their show will be mid shot and sometimes extreme shot onto their mouths of which my product will be presented. The voice is shown on the channel ITV which has a broad target audience such as young, female/male and housewives etc. On The Voice they may have male contestants with quirky styles and images and this can lead into the idea that my product is gender neutral. 
