TECHNIQUES USED WITHIN ADVERTS

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.