Advertising Techniques

Overt

Overt advertisement is when the advert is very obvious, the meaning and the product is open and can be seen by very easily by the audience.
Through this Skittles advert the product is very overt as the characters use the products name in conversation and is constantly shown throughout. At (0:03) we hear the character say, 'how everything you touch turns to skittles' this happens at the very beginning of the advert and coupled with the product being instantly shown. For the audience we see the entertainment and diversions gratification being used, this advert carries a story line which whilst is supposed to be sad it carries a satirical tone to it which makes us laugh. The advert allows the audience to escape from reality and enjoy the sadness that the character is experiencing, because the situation allows us to laugh at him.

Hidden 

This is the opposite to an overt advert, a hidden or covert advert is whereby the product is not exposed in an open environment, but rather subtly implemented into the advert. 

Through this Orbit advert we see the product at the very start, at (0:02) where the camera is in a close up of her face as she chews. At this point in the advert we do not know what the product is or even that she is chewing gum. As the advert moves on the camera cuts to various shots but the constant action is her chewing. The product is never revealed during the scene but is shown in an animation at the end of the advert to make sense of the whole scene. For the audience there is a personal identity created here, as any viewer could have potentially been in that position before. Moreover, as the scene does reflect anyone it brings the product into reality and thus allowing the audience to want the product when they are next in a similar situation. 

Line Of Appeal

Line of appeal is the emotional response and attachment that the audience have with the advert. Often advert are very humorous but in some cases the appeal leans to a more serious tone.
This RSPCA advert uses compassion as its line of appeal as at (0:09) we see visuals of abused cats and dogs, with a piano instrumental and a voice over talking about the harsh cruelty the animals have been left in. This advert is supposed to evoke sympathy and almost a guilt to make the audience donate, it uses information as its gratification and wants to really make us aware of whats happening. The advert makes the audience really feel very sad and not want to watch the advert because it is very raw, but that in turn makes it a successful campaign.






Another line of appeal can be seen in this Talk to Frank advert, which shows the effects that cannabis can have on the mind. At (0:11) we go into the persons mind as he is high and he seems to be having a good time, but at (0:26) it seems to get more anxious and hectic. This is an example of how self-perception is used, people may have been in the same position as the person in the advert and can identify with a similar situation. This line of appeal does make the audience think and it makes them feel like they are not alone when addicted to drugs, which gives them the confidence to call and get help. This advert uses personal identity as its gratification, the advert is a version of real life and evokes empathy in the viewer as they have been in or are in a similar position. By using self-perception as the line of appeal and using personal identity as the gratification really hits the audience and really makes them reflect on themselves.

Celebrity Endorsement

Celebrity endorsement is when the company pay an A-list celebrity a lot of money to be in their adverts and 'endorse' the product.
Here we see Beyonce endorse Pepsi, as at (0:08) we see Beyonce walk over to the ice cooler, pick up and drink a can of Pepsi to refresh herself from dancing. After drinking the Pepsi she seems o gain this focus and starts to mirror the dance moves that she has previously done. This advert uses social relationships as its gratification, as soon as the advert came out everyone was talking about it, the audience would talk about it in their social group, and the media would cover it because of the money involved. Thus making it a successful advert campaign because it has created a lot of brand exposure. It potentially could also be a form of escapism for the audience as the advert its self is more entertainment based, and the fans of Beyonce would be taken out of reality to watch the advert.