2. 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
3. Humour makes adverts
more memorable.
Example: Money
Supermarket (Dance off
Dave and co Vs Builders)
4. 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
5. 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)
6. 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.
7. Can you list persuasive techniques used in adverts
to sell the product/raise awareness?
8. 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.
9. 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
10. 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
11. 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.
12. Lesson Task 2: Styles and Techniques
in TV Advertising
Intro
1. List the different styles used in TV adverts
2. 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.
13. 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 Advert
4. Surreal Advert
5. Expensive Luxury Advert(e.g. Car, watch, Jewellery etc)
14. 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)
