Techniques and associations of advertisement

Overt 

This is the Go Compare car insurance advert. We can see the advert has an open message straight away, but we know exactly what the advert is going to be about from 0:03, when the man says "car insurance hay." This tells us the advert is going to be on car insurance. Then the advert uses it's traditional theme song where the man just repeats Go compare  Then also see at 0:12 he sings about how Go Compare will help you and how it makes your life merry etc. This is telling us as viewers that we should choose Go compare for our car insurance because it could give us all of those things in life which then leads on to, at 0:35 when in the theme song he mentions "you should thank your stars that you went to go compare." This is telling the viewer Go Compare would work for you. Then when we look at the target audience the advert is aimed at, we could say its for average working class people, this is from looking at the people who where having a coffee, This shows the advert is aimed at middle aged men who work on an average salary  We also noticed that when the man mentioned car insurance, the tone in which he said it in was very negative and then with the theme tune being very upbeat and catchy it could change the mood of the whole advert, Which allows the viewer to remember it whenever their in need of car insurance. Then if we take this advert and put it in the uses and gratifications theory, we can see that is it is a source of information where its helping us seek advice on practical matters.

Hidden 

So the T-Mobile dance advert which is very random and actually has nothing to do with the mobile network itself, although the message behind it makes a lot of sense. Because from 0;30 to 0:50 we see a bunch of people come together for a dance, this is their way of telling us that they are connecting loads of people just by using their mobile Network. Looking at the people within the video, I think that they have aimed it at everyone, we can see this from when we look out in the crowd. It is filled with both genders and all ages but mostly people who are 18+, this is to show that anyone can become apart of their network and connect to other people around the world. They also used a number of ethnicity's this to again show that anyone can connect to anyone else around the globe no matter where they are. However the advert itself is very random and would make the viewer question themselves about what they are and whose advertising it. So this is just to show, whenever a individual is in a random place such as a train station it will allow them to remember the advert and potentially purchase their service. We could also say that the advert is very entertaining and reflecting back to the uses and gratifications theory, it allows us to gain some aesthetic enjoyment, because of random the advert is.   

Association - Compassion 

Lee talks about how Action for Children helped his family

So this is an advert from the Action for children series of adverts, where they have children tell their stories using the "draw my life" technique. With it being an animation gives a more visual appealing for the viewer and especially with he whole idea of the advert is to persuade people to donate and help people like lee, this allows them to feel some remorse and put their hands in their pockets. We can then look at the background of the advert, we can see a very old dirty wall. Which is telling us that their living conditions are very poor. We then see a change of atmosphere in the advert at 0:25 where a song comes in the background which sounds positive and we see how the campaign has helped lee which makes the viewer want to help others who are like him. We can also hear Lee's tone of voice throughout the advert, its very disheartening and he sounds incredibly down which makes us as the viewers feel remorse and want to help him. This is the aim of the advert and makes average people feel sorry so they can then donate and help kids like this. Again looking at the uses and gratifications theory we see the advert is a source of information but it allows us to find out about different conditions and surroundings, because the advert is showing us how Lee lived and how the campaign helped him.  

Fear

An advert on relationship abuse is something we hardly see on television, it runs in a very narrative tone with what seems like a normal conversation between a couple but then at 0:10 everything makes a turn when we grips the girl because she refuses to do what he wants. This then builds tension, but not only in the advert but for the viewer because we would be interested in what is going to happen next.  Then we see at 0:48 the boy is then seeing himself through a window but cant be heard or seen and we can see him banging and bashing against the window to stop himself from doing what he is about to do. We then see a message "If you could see yourself, would you stop yourself?" This is to put the ball in your side of the court, as we know that relationship abuse is an unseen issue and not many will confront anyone about, so this makes a viewer who maybe abusing their other half think about what their doing and feel some guilt.As this advert is directed to people at home who may need to think about their actions, this is an advert which allows the viewer to look at their personal identity and makes them reevaluate what they're doing with their lives.

Celebrity endorsement

A Pepsi advert which uses the huge band base around the world, Straight away we can see Harry Styles, probably the most well known member from the group, this is to attract viewers who are Harry's fans to continue watching. So looking at 0:01 we can see where the advert is based, where its a studio where you see the band most likely to be at because of their job titles. Then at 0:07 we see the whole band appear, this is to again attract a fan base to continue watching the advert. with them having a huge profile all around the work so this advert would attract most viewers. We normally link the female fans and this is shown at 0:14 where we see screaming girls behind them, and especially them being One Direction they wont be hard to miss when you see them on TV. So the whole point of using a celebrity is to to use their fan base to help purchase your product or service. Taking the advert and relating it to the uses and gratifications theory, we see it as a sense of social interaction, as we see a huge band such as One Direction, we will then get the chain reaction of word of mouth, where people will then talk about it. This then allows the target audience, mostly teenage girls to talk about the advert among their friends of family.