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ADVERTISING
By Sam Bellingham
WHAT FORMS, STYLES, CODES AND CONVENTIONS ARE
TYPICALLY USED IN TELEVISION ADVERTS?
T.V adverts are different from other forms of advertising because they allow ad agencies and companies who want to advertise their
products more tools to gain new customers. The two tools that are used are moving image and sound, there are conventions we see
time and time again involving these in adverts which include
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Pack shots which are images of the product/service being advertised which when paired with a tagline or slogan will really anchor the
message behind the advert to the audience.
Direct address which is where the narrator of an advert talks directly to the audience making the advert feel more personal.
The use of colour to sell their product for example bright colours could be used to grab peoples attention.
Music which Is often used as it can get stuck in peoples head if it is catchy or if popular music is used it could make you think of the
product when you her it.
Celebrity endorsement which is where a product will use a famous face to sell a product or promote a brand, this is often used in the
advertisement of football products as kids would want the same gear things as their favourite players.
A problem solution narrative is often used to show the importance of a product in everyday life or what the product actually does, for
example a kitchen cleaning product will probably show a dirty grimy kitchen which will then be perfectly cleared using the product.
This video shows an
example of celebrity
endorsement and
shows many
different footballers
choosing to wear
Nike football boots.
Nike often make
long 5-10 minute
adverts which they
cut down to put on
TV
This video shows an
example of pitch
advertisement
where a voiceover
try's to sell you a
product.
PERSUASIVE ADVERTISING TECHNIQUES
Pathos, Logos and Ethos
Pathos: is an advertising technique which tries to use emotion to get you to buy a product/service, this can be either a positive or negative
emotional response for example an advert of a family drinking Coke and having fun will give you a positive emotional response and make you
want to buy coke to be like them and an advert of a starving child asking for money to help them
Ethos: ethical appeal, means to convince an audience of the author’s credibility or character.
An author would use ethos to show to his audience that he is a credible source and is worth listening to for example celebrity endorsement
such as Liverpool football players using Nivea products would be a use of this.
Logos: or the appeal to logic, means to convince an audience by use of logic or reason.
To use logos would be to cite facts and statistics, historical and literal analogies, and citing certain authorities on a subject.
PERSUASIVE ADVERTISING TECHNIQUES
 Another way adverts attract their audience is by tapping into Maslow's Hierarchy
of Needs, this is a pyramid which shows all the components that Maslow believes
people need to live a good life. It starts with Physiological factors which leads to
safety, love/belonging, esteem and self-actualization. Each of these headings
contain many sub headings for example physiological contains things such as
food, water and rest which advertising company's will hatch on to help bring
people their needs e.g. Heinz would perhaps advertise beans to meet the need of
food. One of the other categories Belongingness and Love needs includes things
such as relationships be it romantic and friendly something that you can live
without but would make your life better, companies such as Facebook and
Eharmony would advertise their products to meet these needs.
HOW DO ADVERTISING AGENCIES TARGET A SPECIFIC
AUDIENCE
Target Audiences
A target audience is a specific group of people that an advertisement agency will try to pick out in the
ad they are making. They use Persuasive advertising Techniques this to try and achieve the most sales
of their product/ service so by picking out people most likely to be interested in their product/service
they rise the chance of people paying money to have it.
Demographics
Demographics are factors that could help ad agencies create target audiences these include age,
gender, social class, ethnicity and regional location. For example a target audience could be children
from ages 10-14 in a working class family or working class family's from the north of England.
Psychographics
Psychographics is the study of personality, values, opinions, attitudes, interests, and lifestyles.
Because this area of research focuses on interests, attitudes, and opinions, psychographic factors are
also called IAO variables. Psychographic studies of individuals or communities can be valuable in the
fields of marketing, demographics, opinion research, prediction, and social research in general
HOW IS T.V ADVERTISING REGULATED?
 Television advertising needs to be monitored to make sure that it keeps up to date
with the Broadcasting Code, adverts are watched by Advertising regulators such
as OFCOM, CAP and ASA to make sure that the T.V channels and the ad agencies
making the videos are in compliance with the rules set in place. These rules are in
place to prevent adverts from misguiding people such as telling them a product
does something it does not and from offending people.
 The public can complain about adverts if they don’t feel the advert complies with
OFCOMS rules. This will make OFCOM investigate the advert and if they are seen
to breach the rules the advert can be taken off or moved to a later time or
channel.
NIKE: TAKE IT TO THE NEXT LEVEL
ADVERT ANALYSIS
This is an advert for Nike football which involves a young footballer stepping up to the next level by
upgrading from a lower league to the Champions League. Most sports ads it involves a lot of celebrity
endorsement and this one is no different with cameos from the likes of Ronaldo, Ibrahimović, Wayne
Rooney and Arsene Wenger. On top of these athletes and manager there is Nike branding everywhere
the camera looks, on the side of advertisement boards on boots and on kit there is probably one in
most shots in this advert and the creators don’t shy away from telling the audience what they are
advertising the constant bombardment really sticks the Nike logo in the viewers mind. However if you
didn’t see all the Nike branding the slogan and pack shot at the end really make it clear what you are
watching. In a way this advert is a mini drama as there are clear characters and a story you are
watching.
The advert is saying that to take the next step and to become a better player Nike is the brand you
need to use. It says this by showing the best players in the world all using Nike products ( boots,
clothing and training gear which shows that the best players where Nike sports wear it also has the
main character wearing Nike as a youngster in a lower league game to him wearing Nike as a premiere
league player.
CADBURYS- GORILLA 2007
ADVERT ANALYSIS
This advert is for Cadburys chocolate and shows a gorilla playing the drums along to
In The Air Tonight by Phil Collins, it’s 90 seconds long which for an advert shown as
many times as this is fairly long. The advert is quite abstract as if you didn’t know
much about Cadburys until the very end which would grab the attention of a new
viewer. There is a lot of purple and cream used in this advert which are colours used
by Cadburys, this has been used to add to the brands identity.
The music used is synergy between Phil Collins’s record label and Cadburys as the
music is catchy as sticks in your head. Due to this advert the song went back into
the charts at number one so every time you heard the song it would remind you of
the advert and then Cadburys.
REFRENCES
 Nike ad: https://www.youtube.com/watch?v=scWpXEYZEGk
 Cilit Bang: https://www.youtube.com/watch?v=1gKjjEctWuo
 Nike ad: https://www.youtube.com/watch?v=Tc3PZ3Im5aQ
 Cadburys ad: https://www.youtube.com/watch?v=TnzFRV1LwIo
 Pathos logos and ethos: https://prezi.com/1iladdbm4-mn/ethos-pathos-logos/, http://www.slideshare.net/dianaknoll/logosethos-and-pathos-in-advertising, https://www.youtube.com/watch?v=fx-lyjc7h7Q ,
 How is TV advertising regulated https://www.gov.uk/marketing-advertising-law/overview , https://www.ofcom.org.uk/ ,
https://www.ofcom.org.uk/about-ofcom/what-is-ofcom
 Maslows Hierarchy of needs http://www.simplypsychology.org/maslow.html