HOW ADVERTS INFLUENCE AUDIENCESAdvertising techniques
TECHNIQUES USED BY ADVERTSPrint adverts use specific techniques to influence their audiences. Generally we refer to these techniques as symbolic, written and technical codes
SYMBOLIC CODES Objects Setting (place where the advert has
been photographed) Body language of the models in the
advert Colours e.g. Red usually indicates
passion, green suggests nature etc
The tick symbol: Represents ‘yes’ or ‘correct’. This makes the viewer think the product is the correct product for them.
The white coat: viewers associate a white lab coat with doctors and medicine. So this further convinces the audience that this is a medically tested product.
The colours: Red and white reminds the viewer of hospitals and medicine.
Body Language:The smiling pharmacist makes the viewer feel positive about the product.
WRITTEN CODES Slogans Style of font Descriptive language Emotive language Jargon Celebrity/Expert testimonial Appeals to emotion Expert quote Personal testimonials Appeal to emotions/desires Statistics
Expert Testimonial: The pharmacist recommendation convinces audience’s that this product will work.
Appeal to emotion: Appeals to the audience’s desire to be healthy
The word ‘ethical’ means to be in accordance to regulations: This convinces the viewer that they can trust this product
TECHNICAL CODES Camera shots/angles (long shot, close-
up, low angle etc) Lighting Framing (where in the advert the objects
and models are organised)
Close-up on hand and iPhone. Highlights how the iPhone is a touch screen.
The slogan: implies that the iPhone is an unbelievable product and you won’t believe it until you have one for yourself.
The word ‘revolutionary’ suggests that the iPhone is at the cutting edge of technology
Framing: The positioning of the iPhone so the viewer sees the side view of the device highlights how slim and streamlines the phone isThe lighting: is dark, with a spot light on the device caused by the glowing screen. Creates a feeling of ‘space-age’ linking back to the idea that this is cutting edge technology.
Logo (symbolic code)
But there’s more to advertising than these three codes
What is the purpose of advertising?
Adverts just sell stuff, right?
ADVERTS DO MORE THAN SELL STUFF
Adverts are used to: Raise awareness of an issue e.g. cancer
awareness Change people’s behaviour e.g.
encourage people to quit smoking To sell products And…all adverts aim to get their
audience to agree with the values and attitudes presented in the advert.
ADVERTS THAT SELL STUFF
HOW THESE ADS WORKAdverts that sell products aim to tell the
audience that this product will somehow make their lives better. For example, the advert may suggest:
The product will enhance the performance of your body
The product will make your body look better The product will make your life easier The product will make your house look nicer The product will be good for your family The product will be good for your pet The product will improve your status in the eyes of
other people
PROBLEM/SOLUTION
Adverts that sell you a product will often point out a problem you may be having in your life, and then present the product as the solution to the problem
Problem: WrinklesSolution: Olay beauty products that promise to reduce wrinkle appearance in 28 daysThis is an example of an advert that claims to make your body look better.
CHOICE OF MODELSAdverts that sell things choose their
models carefully. The models either: Look the way the viewer would desire to
look like to suggest the product will help help to viewer to reach the same level of attractiveness
Reflect the ordinary, everyday person, to encourage the viewer to feel as if the product is made for them (the ordinary person)
EXAMPLE ONE
The model looks fit and healthy the way the viewer purchasing this product may want to look like. This makes the viewer think that if they use this product they may look like the model.
This advert is an example ofan advert that suggests the product will make you look better.
EXAMPLE TWO
The models look like an ordinary family. This makes the viewer think that this product is appropriate for their family.
This advert is an example of how an advert selling you something promises to make your life easier
ADVERTS THAT AIM TO CHANGE VIEWER’S BEHAVIOUR
HOW THESE ADS WORKThese adverts try to appeal to your emotions to
get you to change your behaviour. They appeal to a range of emotions such as:
Your sense of guilt Your desire to protect yourself and your family Your desire to be healthy Your fears Your desire to be attractive Your sense of sympathy for people not as
fortunate as yourselfThese adverts will also give viewers a clear
instruction about what behaviour they need to change.
The blood symbolises violence and appeals to the viewer’s fear and desire to protect themselves.
The written text: appeals to our sense of guilt. Reminds the viewer that when they drink they tend to lose control and perspective
The written text also gives the viewer an instruction: stop drinking
The font is fuzzy and is meant to remind viewers that their vision and ability to make decisions becomes fuzzy after drinking alcohol
ADVERTS THAT RAISE AWARENESS
HOW THESE ADVERTS WORK
These adverts usually appeal to viewer’s emotions to encourage them to understand an issue and to take action. These adverts:
Use body language that encourages our sympathy
Give instructions on what action viewers should take
Use language that sounds supportive, sympathetic and understanding
Body Language: The model is huddled up and looks vulnerable. This makes the viewer feel protective or may remind the viewer of the feelings they are experiencing.
Instructions: Indicates what action the viewer can take and where to go for help
Sympathetic tone: gently prompts the viewer to consider their own mental health
VALUES AND ATTITUDESAdverts also influence audiences by promoting particular values and attitudes
VALUESValues are ideas and beliefs a society
(group of people) believe are important. For example, in Australia we value:
Freedom Athleticism Owning our own home Physical attractiveness Equality
ATTITUDESAttitudes are how a society (group of
people) feel about particular values or people. For example, in Australia:
We have a tolerant attitude towards other religions
We have a relaxed attitude towards authority and rules
We have a uncaring attitude towards education