Task: Find examples of an advert which fit the persuasive techniques used.
1. The Anecdote: Personal experience or story which is sold to us as proof.
At first, you see the words 'The boy who learnt to share'. Then you see shots of this young boy who is used to being selfish. When his little sister and him see the snow outside, they attempt to build snowmen. However, the boy had a bigger snowball as he took most of the snow. Another scene shows his mother being soaked from the rain because he handled the only umbrella they had. And so the shots continue until they order from KFC. He is shown hugging an entire bucket of chicken to himself until he sees his family sharing the food. So he offers his chicken to his little sister.
This simple anecdote shows the story of a young boy and how he enjoyed being selfish until his family shared their food which made him feel left out. Therefore, the moral of the story is that KFC helps bring the family together, and that is what most families thrive for every Christmas - a complete evening dinner with the family. The persuasive technique was used effectively as it targeted what most people desire - family connection. Therefore, an anecdote is useful when you want to relay a message in a smooth way. Stories captivate people, especially when it revolves around someone or something viewers relate to.
This simple anecdote shows the story of a young boy and how he enjoyed being selfish until his family shared their food which made him feel left out. Therefore, the moral of the story is that KFC helps bring the family together, and that is what most families thrive for every Christmas - a complete evening dinner with the family. The persuasive technique was used effectively as it targeted what most people desire - family connection. Therefore, an anecdote is useful when you want to relay a message in a smooth way. Stories captivate people, especially when it revolves around someone or something viewers relate to.
2. Adjectives: Crisp, fresh, healthy, nutritious, etc.
At first, a woman is seated on a restaurant table. Someone at a nearby table puts down their menu revealing a polar bear. He then says "Buonasera (good evening) Jennice. One night, fresh seafood, perfect. But this time tomorrow you'll be back in Bromley. It's okay, Emperor Prawns. They're plump, they're pink, they're juicy. It's like the holiday never ends. Ciao (goodbye) Jennice." He then waves at her and the woman waves back.
A simple advert that shows the viewer that once you get home it's the end of the seafood experience. That it's a one special night that may never be repeated thus not having the opportunity to eat seafood any time soon. Shortly after, he swiftly introduces Birds Eye Emperor Prawns and he continued to describe it with three main adjectives: plump, pink and juicy. The use of this persuasive technique is effective as it reinforces the visuals. In adverts, you would usually brush past how crispy or succulent something can look; however, when your attention is brought to it, you then begin to further envision how it would taste thus putting it into your conscious mind.
3. Repetition: Key points, positives about the products, themes, etc.
Audrey Hepburn: Galaxy Chocolate Adver
This advert uses a recurring theme all throughout - vintage. They use the presence of Audrey Hepburn (classic actor) to their advantage. This is because not only does it show how Galaxy was loved back then, but also the Audrey Hepburn liked it. She's an admired actor in which many people look up to. Therefore, using her was effective.
The theme proved to be effective as it was different than most of the adverts. This is because most adverts are based in modern times. So including a classic actor will most likely attract people's attention. There is this feel about classic days, a feel of honour of what people went through in order for us to continue living on in this world. Therefore, this theme relates to most people.
Audrey Hepburn: Galaxy Chocolate Adver
This advert uses a recurring theme all throughout - vintage. They use the presence of Audrey Hepburn (classic actor) to their advantage. This is because not only does it show how Galaxy was loved back then, but also the Audrey Hepburn liked it. She's an admired actor in which many people look up to. Therefore, using her was effective.
The theme proved to be effective as it was different than most of the adverts. This is because most adverts are based in modern times. So including a classic actor will most likely attract people's attention. There is this feel about classic days, a feel of honour of what people went through in order for us to continue living on in this world. Therefore, this theme relates to most people.
4. Statistics: Often presented as factually accurate but are a bit dubious at times.
Dettol Advert - Sunday Roast
At first, you see a mother preparing Christmas dinner. The children along with the father are waiting in the other room. When it was time to put the food on the table, the mother done exactly that - she placed the food directly onto the table rather on plates. When she called the family to dinner, they were perplexed and undoubtedly confused. Directly after that, the following statistic is presented in a voice-over:
At first, you see a mother preparing Christmas dinner. The children along with the father are waiting in the other room. When it was time to put the food on the table, the mother done exactly that - she placed the food directly onto the table rather on plates. When she called the family to dinner, they were perplexed and undoubtedly confused. Directly after that, the following statistic is presented in a voice-over:
"...And because it kills 99.9% of bacteria your surfaces are so clean you could eat your dinner off them."
This brand of product usually uses a specific statistic that isn't necessarily 100% true. This statistic is presented towards the end of the advert, as explained above.
Satistics are used to reassure potential consumers; what it does is that it reinforces the truth - for the most part. Consumers prefer to see the product's uses in order to be convinced. Therefore, adverts utilise its capabilities by including it.
By mentioning that it kills 99.9% of bacteria is close to 100% which provides the consumer a vision of possibly the most effective antibacterial spray out there.
5. Facts: A statement that is true and can be proven.
Child Poverty in the UK (2014 TV Advert)
The advert shows a fairly old man talking directly to the camera (addressing the viewers) and explaining some facts in the UK. All throughout his speech, shots of young children are shown to either be starving or freezing from cold. You then hear him say:
The advert shows a fairly old man talking directly to the camera (addressing the viewers) and explaining some facts in the UK. All throughout his speech, shots of young children are shown to either be starving or freezing from cold. You then hear him say:
"In the UK today, some people face a real choice between heating or eating... And that's not right."
This charity advert uses a fact that enforces truth within it. Like this, viewers would empathise with the children of UK. Facts help support a point, as seen above. The fact is vague but effective; this is because viewers would empathise when they realise they cannot relate. Therefore, they would feel privileged not having that issue/dilemma.
This advert enforces the technique of empathy and compassion. A useful technique to urge viewers into donating. Not only that, but rather than using a statistic (that may be factually accurate yet dubious at times) they opted for a real fact, as seen above. This helps show the viewers that hey are, in fact, purely promoting the campaign by telling the truth. Also, they get to the point rather than beating around the bush. They make their objective clear from the very beginning. This helps show that they are indeed in need of urgent support from people.
Therefore, using facts to promote campaigns specifically helps to make it more of a success.
This advert enforces the technique of empathy and compassion. A useful technique to urge viewers into donating. Not only that, but rather than using a statistic (that may be factually accurate yet dubious at times) they opted for a real fact, as seen above. This helps show the viewers that hey are, in fact, purely promoting the campaign by telling the truth. Also, they get to the point rather than beating around the bush. They make their objective clear from the very beginning. This helps show that they are indeed in need of urgent support from people.
Therefore, using facts to promote campaigns specifically helps to make it more of a success.
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