Pathos is an emotional appeal and an advertisement using pathos will attempt to provoke an emotional response in the consumer.
It intends to be positive emotion and include excitement. Its being attractive to the opposite sex. However it can be also something negative to make you want to buy the product. For an example seeing your car broken will make you buying the insurance.
Ethos in advertising refers to establishing the credibility or character of the product.
It is brand association means the product is recognised and trusted. Celebrity endorsement, if you see a product with the celebrity in the adverts is more likely you will buy it and might also want to wear the clothes if a celebrity is wearing them in the advert.
Logos is an appeal to logic or reason. The logos of an advertisement is straightforward - it tells you exactly what the product does, how it works, what it is used for.
It contains practical information about the product, this can sometimes be lot of information and is therefore more effective when printed rather than a T.V.
Today there are 15 different advertising techniques which are:
- Emotion
- Benefit
- Problem / Solution
- Dramatic conflict
- Sex
- Interesting Character
- Personification
- Exaggeration
- Demographic Positioning
- Symbolic Expressions
- Employees in ads
- Direct Response offers
- Reasons why
- Visual Stories
- Testimonials
Those techniques engage viewers to attract attention which makes them think about their emotions.
Cadbury's Gorilla Advert
At the first it was just purple background then 'a GLASS and a HALF FULL PRODUCTION' appears on screen. Back to the purple background and you can see the fur of the gorilla then the rest of it. The viewer may begin to question why there is a gorilla in an advert for chocolate. It appears the gorilla is waiting for the music to build up as he breathes in deeply, before the main part of the song starts. As the camera zooms out, the drum set comes into view and it becomes apparent that the gorilla is waiting to start playing as the drums of the song start. In my opinion, the gorillas anticipation of his part of the song is included to create tension. The advert ends with the initial purple background, a bar of Cadbury chocolate and 'A glass and a half full of joy' in white text.
Extreme close-up of some parts of Gorilla's face then started slowly zooming out until it is close-up of Gorilla's face. Extreme close-up again but focusing on his nose - seeing him breathing in and out and went to his eyes while closing it. Then close-up of his face then zooming out until it is a medium shot, then close-up while he's drumming then went back to the medium shot. It started zooming in until it is close-up of him then medium shot again. Then zooming out until it is full shot of the gorilla still playing the drums.
On this adverts, the background is mainly purple similarly to the Cadbury Dairy Milk Bar. The props used include the drum sets, speakers, drum sticks and lights. You can also see they have use the curtains. I think they used those because he needs drums and the realistic recording studio provide a more professional atmosphere.
There is no specific target audience as the chocolate product itself is available to all ages groups. The gorilla playing the drums looks very realistic, both children and adults may find this entertaining because it is not completely obvious whether or not the gorilla is real or fake.
The song is called 'In the Air Tonight' by Phil Collins. This may be why the gorillas breathing is exaggerated as he takes in the air deeply in anticipation of the rest song.
The techniques that been used are exaggeration and interesting characterisation because the majority of people will not have seen a Gorilla play drums in such a humanistic way.
Dance Pony Dance
In this advert you can see the countryside near the beach and some ponies on the mountain, you can hear the music then the pony just started dancing in the daytime. The pony is listening to the beat and puts all his effort into the dancing. The pony started to moonwalk backwards over the countryside. You can see he's not watching behind him but stopped before falling down then carried on moonwalking and still going wherever he can. But he stopped dancing and the music stopped as he saw humans like a tractor drove past him, he's acting like he is 'normal' like other ponies. When the tractor drove past, the music came back and he started to moonwalk again. When the animals saw him, they were shocked to see that and he was still moonwalking until its dark. Finally the text comes up and said 'Silly stuff.' then 'It matters.' The logo comes up while you can see the pony is still moonwalking.
Now I will discuss the shots of the advert and what shots they used specifically. Long shot of the mountain near the sea. Long shot of pony's from left to right. A medium shot of the pony then started zooming until extreme close-up of pony's eye. An extreme close up on the pony's right side. Close-up of the pony's legs. Long shot of pony turning around then started walking by doing funny moves. Long shot of pony's back and still dancing. Then long shot on pony's side then zooming into for a second then close-up of pony when lift his head up, back to long shot of pony dancing. Extreme close-up of pony's front legs while dancing then back to long shot of pony dancing to us then the pony stopped - close-up, back to long shot when the pony did this dance move on his side then we started following the pony while moonwalking backward long shot but for a second then extreme long shot, then back to long shot, then back to extreme long shot, and finally a long shot again while tractor drove past of pony. Close-up of pony looking to his left then extreme close-up of pony's front legs. Back to long shot when moonwalking again. Extreme long shot back to long shot. Extreme close-up of pony's two legs, long shot of seals. Extreme long shot of lighthouse back to the pony moonwalking long shot, extreme long shot while the pony still moonwalking backward.
This advert is in colour and the props they have used are the tractor and the lighthouse. The set is in the countryside. I think they used those props because it is about the pony and they wanted to make it how the pony lives in the countryside and how they always look normal around us like when the tractor drove past.
The target audience, I think it is for teenagers or over and whoever got mobile phones. Try make them to get them the phone network called '3'. They have used humorous technique to make people remember the advert and keep it in their mind.
In this advert, they play the song called Everywhere by Fleetwood Mac. I think they used this song because it matches the movement of the pony very well and it is an easy song to listen to. The chorus encourages people to sing along and it is uplifting and it matches the light heartedness of the advert.
There are two different techniques, the techniques they are used are exaggeration and interesting character because you never seen a pony dancing or moonwalking. It is interesting character because the pony is dancing with their beat and happy mood then started moonwalking throughout the advert. Also it is funny and when you think of pony dancing or moonwalking, and you will think the phone network called 3.
E-Lites Gangnam Baby
In this advert, there's family surrounding the baby then the father of the baby stood up and pat his pocket which has got his cigarette in. The mother of the baby gave him a look of disappointment whilst holding her baby then the mother lets the baby try to walk. While the baby is standing then the another lady opposite them was reaching her arms out for the baby. The baby started walking, everyone was shocked and happy. Then suddenly the baby started to do Gangnam Style dance. Everyone went silent and couldn't believe what they just saw. Then the baby stopped and sat down but everyone was still shocked and speechless. Then the father came back and said. 'So'. But no one didn't replied back to him because of what just happened with the baby. Then he said, 'What have I missed?'. 'E-Lites E-lites.co.uk' comes up while still see the father looking confused.
Now I will go through each shot used throughout the advert. Medium shot with four people and a baby - looking at the baby then close-up of the man getting up, patting his pocket. Close-up of the mother with the baby but at the different angle. Medium shot with the other lady getting her arms out. Medium shot with a couple, mother and baby. Close-up of the mother looking shocked/excited. Long shot on the baby but some people are cut off. Medium shot of the lady looking like 'what?!' Back to the baby long shot. Long shot with people who were sitting down and the camera move to the father who just came in long shot. Close-up of the couple. Medium shot of the father.
This advert is in colour and the props they used are couches, chair, pictures of the family, the things you will have in your family living room.
The sounds I can hear is the family are talking and it gone silent when the baby did the dance. This is a normal family setting except for when they are watching the baby because they are all in shock so it is silent.
The target audience, I think is for family members who smoke that have children because they are trying to show you that if you left for a small time to have a cigarette, you could miss the most important stages in your child's life, just because you went out for a cigarette, therefore if you used their product then you won't miss anything because it is healthy to smoke around other people.
The advertising techniques, they used are exaggeration and emotion. They used exaggeration, because you will never see a baby who does Gangnam Style dance that young so that will help you to remember it when you think of the Gangman Style and you will think about the baby from the Elites and I also think they used emotion because it is about the family and try to make you think about stopping smoking because they miss important things in their child's life so using their products will be easier because it is electronic cigarette and you can do it inside because it won't cause any problems to anyone which will make family life easier and happier.
Miss Dior Le Parfrum
At the beginning of this advert, Natalie Portman kissed a man then she got the perfume out and held it next to her lip. She was lying down on her chest next to her man and they were looking at each other then the man kissed Natalie's cheek, she smiled. She undid her man's bow tie, then blindfolded him with his bow tie. She put her perfume on, she smelled the flowers. Next Natalie was in her bath, with only her head out with her sunglasses. Then she's in her walk-in-closet wardrobe with her dress on but unzipped looking at the clothes. Then she started zipping her dress up. Natalie is out on her deck with her perfume, leaning on the wall, looking out and still holding the perfume in her hands. Then she sprayed her perfume on her neck, putting her perfume on her chest while holding it and still wearing a dress on the couch. She got up but still on the couch and looking straight through the camera. Back to her deck, tying her hair with the man's bow tie. Natalie is kissing her man. Back to holding the perfume near her face then looked up at the camera. Holding bunch of flowers and sniffing it. Then she pulled the man's bow tie from her neck and looking at the camera. The perfume is covered up with man's bow tie then pulled it away from it. The perfume is showed and the name comes up on the screen, 'Miss Dior LE PARFUM'.
These are the camera shots throughout the advert. Extreme close-up of Natalie kissing a guy then close-up of her holding a perfume. Close-up of Natalie and her guy lying on the bed. Extreme close-up of Natalie undoing her guy's bow tie then close-up of her guy. Close-up of while she's putting the perfume on. Extreme close-up of Natalie, started off at her eyes then down to her lip. Extreme close-up of the bunch of flowers. Close-up of Natalie in her bath. Then medium shot of Natalie wearing a dress but it is undone. Close-up of her dress being zipped up. Close-up of the trees. Medium shot of Natalie at the balcony. Close-up of putting the perfume on. Close-up of the perfume on her chest. Medium shot of Natalie sitting up on her couch. Close-up of Natalie tying her hair up. Extreme close-up of them kissing each other. Close-up of Natalie looking up at him. Close-up of Natalie holding her perfume near her face. Close-up of Natalie smelling the flowers. Extreme close-up still smelling the flowers. Extreme close-up at Natalie but at the different angle. Medium shot of Natalie leaning on the floor then close-up of the perfume until it is a long shot.
I can hear the music on this advert and the song is called Je T'Aime Moi Non Plus by Serge Gainsbourg and Jane Birkin. This creates a sexy atmosphere and therefore uses the technique of sex to engage people.
The target audience is for female adults who love perfume and want to be attractive like Natalie Portman, they want the perfume to have that effect also.
The technique used is mainly sex which is discussed above however they have also used celebrity endorsement because more people will recognise Natalie Portman and therefore be more attracted to the perfume because she is pretty and people want to be like her.
YORKIE - It's NOT For Girls
In this advert there is scripted speech, therefore I have put what each person says below.
A lady dressed up as a man and went to the shop to buy a YORKIE then they both started talking.
Woman: YORKIE please mate.
Man: Oh you want a YORKIE, do you?
Woman: Yeah.
Man: You're not a broad by any chance.
Woman: You havin' a laugh?
Man: Explain the offside rule then!
Woman: A player can not be in an advanced position of the opponents last defender when the ball is played.
A man gave her a jar which its really hard to open the lid.
Man: Open that.
She opened it with her hands.
The man put the flowers on the till.
Man: What kind of flowers are these?
Woman: Purple?
A man farted with his arms.
Man: Funny?
Woman: Yeah.
Man: Stocking or tights?
Woman: Stocking.
A man took the spider out and put it near her face then she moved back by a step.
Man: Oh look! A big hairy spider! *sighs*
Then she nudged and showing that she's not scared of the spider. He took the YORKIE out and lay on the till and shes holding it, looking happy.
Man: You know that wrapper really brings out the beautiful blue of your eyes.
Woman: Really?
Then he took the YORKIE off her hands.
Narrator: YORKIE! 5 big masculine chunks of chocolate. It's not for girls.
YORKIE is on the screen, laying on the till then someone stamped on it and said, 'IT'S NOT FOR GIRLS'.
Now I will discuss the shots that have been used in the advert. Medium shot of the man who works there and he is behind the till then close-up of the man, medium shot of the woman who dressed up as a man. Close-up of the man again. Back to the woman medium shot. Extreme close-up of the man. Close up of the woman, back to extreme close-up of the man. Then close-up of the jar and close up while the woman trying to open the jar. Medium shot of the man. Close-up of the jar still trying to open it, extreme close up of the man again. Extreme close up of the woman with the jar which are opened. Medium shot of the man and close-up of the flower. Medium shot of the man then close-up of the woman. Extreme close-up of the man then extreme close-up of the woman and back to the man of extreme close-up. Close-up of the woman with the spider is hanging there. Medium shot of the man. Close-up of the Yorkie chocolate bar. Close-up of woman picking the Yorkie up, medium shot of the man. Close-up until extreme close up of her eyes. Close-up of the Yorkie being snatched away then medium shot of the man, medium shot of the woman walking away. Close-up shot of the Yorkie.
This advert used colour and the props they used are the typical items you will see when you go to the corner shop such as chocolates tray, till, desk, etc. They also used fake spider, flower, glass of a Jar and Yorkie chocolate and builder costume.
The target audience I think it is for women and men any age because it said it is only for men so that will make the women want to buy that chocolate bar because they will want to break the rules. Also a lot of men will buy it because it is meant for tough and masculine men exclusively.
The sound I can only hear is the man and woman are talking to each other, no music, nothing which creates tension in the conversation.
The advertising techniques they used are emotion because they want to get women angry to make them buy it and they want to make men feel better than women. They also used problem / solution because it shows that the female is trying to solve this problem by dressing up like a masculine man so that she can buy this chocolate. However it doesn't end well because the man finds out she is a woman.
No comments:
Post a Comment