Persuasive Techniques and styles used in Advertising

Advert Styles

Adverts use a range of styles in order to engage the audience and get them to buy the products or receive an awareness message.

Humour Intertextual references/parody Surrealism (anti realist narrative advert

forms)Shock/Dramatic tactics

Humour makes adverts more memorable.

Example: Money Supermarket (Dance off Dave and co Vs Builders)

Intertextual References Using other texts to

create or add meaning to an advert. Adverts often use parody or pay homage to existing texts e.g referencing other adverts, films, music videos etc

Specsavers parody of an earlier Lynx Axe advert

Surrealism

Surreal Adverts Audience are not too sure what the product is

Plays on being different and away from the ‘norm’ Examples David Lynch - PS2 Belly’s gonna get ya - Reebok Kevin the hamster - Levi’s (banned)

Tactics Charity, health and road

safety adverts tend to use shock tactics to grab the attention of the audience, in order to get a serious message across.

Can you list persuasive techniques used in adverts to sell the product/raise awareness?

Persuasive Techniques

Adverts evoke emotional responses:- Fear- Needs and aspirations (lifestyle appeal)- Sympathy/compassion provide a solution to a problem Offer advantages over similar products Strong brand identity (recognisable and

familiar to the audience)

Emotional responses can be evoked through the technical codes and emotive language/ text on the screen.

Emotive Language

Language used on an advert that makes the audience feel an emotion.

Music can also be used to evoke specific emotions in the audience.

Statistical Data

Fears Advertisers play on

these feelings to get you to buy their product.

Example - Insurance and loan companies play on security and safety.

While a cleaning

product draws on fears of dirt and bacteria.

Advertisers also use shock tactics to grab the attention of the audience in order to raise awareness about serious issues e.g. road safety adverts

Needs and Aspirations Advertisers play on feelings of self

perception to get you to buy their products.

Fashion, perfume, and beauty product adverts play on the desire to be attractive to the opposite sex or to have everlasting youth and beauty.

Adverts for expensive cars, watches or other luxury goods play on the audiences need for prominence and an aspirational lifestyle.

Lesson Task 2: Styles and Techniques in TV Advertising

Intro1. List the different styles used in TV adverts2. Explain how each style may be used to engage the audience

and persuade them to purchase the product/ or raise awareness about a service/serious issue.

3. List the different persuasive techniques used in TV adverts. Explain how each technique may be used to encourage the audience to purchase the product/ or raise awareness about a service/serious issue.

Case Study Adverts

Choose FOUR TV adverts from the list below

1. Fashion/ Beauty /Cosmetic advert (e.g. aftershave, perfume,hairspray, make up, deodorant etc)

2. Awareness/ PSA advert (e.g. Road sfatey,NHS, nspcc, Banardos)3. Humorous Advert4. Surreal Advert5. Expensive Luxury Advert(e.g. Car, watch, Jewellery etc)

Case Study Advert Questions

1. Clearly identify the year the advert was aired and the product being sold.

2. Identify the form and style of the advert and outline a brief synopsis of the advert.

3. Explain the target audience for the advert e.g. (age, gender, socio –economic class, interests etc).

4. Identify and explain how the persuasive techniques are used in the advert to encourage the audience to purchase the product/raise awareness about a serious issue. ( refer to the technical codes used in the advert to create meaning)