Advert Techniques and Associations

Advert Techniques and Associations 

Celebrity Endorsement

This is an advertisement for Coors Light beer which is an American beer that is also available in the UK. The advert contains Jean Claude Van Damme as he starts off the advert saying  "Hello, yes I'm Van Damme". JCVD is very well known for his fighting movies, this is where is gets interesting because in the advert he is very calm and doesn't come across as a violent person at all so this connotes to us that the advert is trying to make it appeal to a bigger target audience and not only fighting fans. The target audience for this advert would be anyone from the age 18 and over as that is the age you are legal to consume alcohol, it would also appeal to bear drinkers as Van wants the audience to buy it buy saying 'The worlds most refreshing beer' at the 39th second. The advert offers the audience humour and also some aspiration as there are some funny things that he says and he is a macho man and the audience may want to be like him.

 



Overt Message:

Overt message adverts are the commercials that have a clear meaning behind the advert which is easily visible and identifiable to the audience that is watching. They are used to make the message seem obvious to the audience so that they know what is being portrayed. The video I have placed below is a commercial on Starburst sweets, it starts off with a man with the sweets in his hands telling his friend 'Have you tried these new berries and cream Starburst?', then as his friend looks at him another man dressed as something from the Lord of the Rings comes into play and says 'Sorry what did you say, berries and?' and then the first man says 'Cream' and as he says that the man dressed up squeals and starts singing a song which contain the words 'Berries and Cream Berries and Cream' and also does dance moves by jumping up in the air kicking his legs, this advert is very catchy and the simple message behind it was to buy the new Starburst Berries and Cream sweets.




Hidden Messages:

There are some adverts that tend to contain a hidden message which the audience does not know about, it is also make the audience think about the product and think about what wasn't mentioned in the add that would also be important. The advert that I have placed below is an Oikos Greek Yogurt television commercial that wants to sell the product to mostly a target audience of women as there is a woman as the main character that comes in to the aeroplane with a muffin and she notices John Stamos sitting next to her with the yogurt and he is consuming it. As the woman says 'it's too good to be true' John gives us the benefits of this product by saying that the yogurt is 'not fat' and we later learn that it contains 2x protein than other yogurts at 0:20. However what is hidden is the fact that we don't know if this product is mostly for women or men as we see it evolves around making the woman want the yogurt however when another passenger at 0:25 says that he wants an Oikos the advert finishes leaving us confused as to whether it is mostly good for men or women.





Emotional Response: (Compassion/Concern)

Some adverts are made to make the audience have an emotional response to whatever is being shown, this is to put a big effect on them that provokes care. The advert that I have used is the 'Talk to Frank Cocaine' commercial. This advert was very good as it provides the audience information about how dangerous Cocaine really is. Throughout the advert it shows aspects that are concerning about using  the drug such as at 0:46 we see that after sniffing cocaine it has resulted in the man have a bloody nose. This advert doesn't contain sad and dull music and this is surprising as compassion and concern adverts usually do tend to use sad and dull music to make the audience feel sympathy for the people that are being shown, however this advert is more of an informative advert that wants to let the audience acknowledge the dangers of using the drug and not feel sorry for the people who use drugs.

 




Emotional Response:(Solution to Problem)

There are some adverts are made to give the audience watching a solution to the problem that they are currently undergoing with. These adverts are usually made for products and accidents. The advert I have placed below is for 'Injury Lawyers 4u' and this advert shows a man giving information about what this company is all about and he mentions right at the end that the people will receive 100% compensation and this would appeal a lot to the audience watching and the main important part of it is that they want the audience to call in and claim to the company.