Task: Analyse three different TV adverts and state which persuasive skills and lines of appeal have been used.
- Product Name: Barbie
- USP: The fact that Barbie has changed
This advert uses childhood as its line of appeal. This is done by showing the latest Barbie doll being sold in stores. It appeals to young girls as they're interested in dolls. Moreover, the advert shows a close-up of the doll and explains her new 'exciting' features such as her long lashes.
One of the persuasive techniques used was a rhetorical question: "Have you heard what's happened?" Directly after that they answer the question with: "Barbie's changed!" This appeals to young girls as they would want to get the newest doll ever. Throughout the entire advert, the information was given through a song. Again, this is something that would catch a girl's attention. This is because children have a really short attention span; therefore, using a melody to convey the message will, no doubt, appeal to them.
Its unique selling point is the fact that Barbie has changed. It informs girls their current Barbie dolls are outdated. For that reason, girls would be intrigued and interested in purchasing it.
Sellers target specific points that help stir something within people. For example, desires. This advert updates the girls on their dolls - their desires. They would want to update theirs to show off and play with. Therefore, it is very effective.
Moreover, it mentions how they can swap their current Barbie's with the new one by going to the store and exchanging it. It does mention a small amount of money to be given in order to obtain the new Barbie. However, girls would be excited to exchange their Barbie's they wouldn't pay much attention to the price.
Moreover, it mentions how they can swap their current Barbie's with the new one by going to the store and exchanging it. It does mention a small amount of money to be given in order to obtain the new Barbie. However, girls would be excited to exchange their Barbie's they wouldn't pay much attention to the price.
- Product Name: John Lewis
- USP: Complete Happy Family
This advert uses happy families as its line of appeal. This is done by showing a child who receives a penguin toy as a Christmas present. This toy symbolised the coming together of the boy's family as the penguin was a female brought to complete his male penguin toy. It depicted a complete happy family gathered to celebrate Christmas.
Therefore, it showed how M&S has the power to make a family happy. Like this, viewers will become attracted to that notion as they aspire to become a happy family. Adverts tend to feed on desires and/or needs as their base line of appeal.
Moreover, they used a Christmas theme; something many people enjoy watching. Everytime Christmas approaches, people get excited and happy. This is because it's a season in which happiness bestows upon families and friends and brings together a sense of purpose and harmony. Many things are done in Christmas, like visitation of family or friends, events, parties, celebrations etc. It is a time in which people take a break from the long year and celebrate what has come.
Therefore, sharing people's happiness through an advert is a line of appeal in itself. It reinforces their excitement and anticipation for what is coming. In that way, potential consumers will have a purpose of purchasing products from that brand.
- Product Name: M&S Food
- USP: Good quality food
This advert uses rich luxurious lifestyles as its line of appeal. There are no words included; however, it shows moving images of both sweet and savoury foods. Some are in slow-motion which gives the viewer time to take in the beauty of it. The foods shown are of high quality thus promoting rich luxurious lifestyles.
One other thing is that it uses music to communicate that luxurious life. It was a classic soundtrack that was very effective; no words were needed. It communicated the quality of the food in a simple yet elegant manner.
Moreover, rather than advertising all of their store (as they sell clothes, shoes, cards etc.), they opted to focus on the food mostly. This is because it's a Christmas advert (as indicated in the title); therefore, food is the very thing that brings the family together at the table. When asked, most people include food as their favourite part of Christmas. Using food alone was a smart thing to do. Christmas is the one time where people can truly let go of their diet and lifestyle in order to indulge and treat themselves with tasty food. Therefore, their focus was a technique in itself as they targeted what most people desire - food.
One other thing is that it uses music to communicate that luxurious life. It was a classic soundtrack that was very effective; no words were needed. It communicated the quality of the food in a simple yet elegant manner.
Moreover, rather than advertising all of their store (as they sell clothes, shoes, cards etc.), they opted to focus on the food mostly. This is because it's a Christmas advert (as indicated in the title); therefore, food is the very thing that brings the family together at the table. When asked, most people include food as their favourite part of Christmas. Using food alone was a smart thing to do. Christmas is the one time where people can truly let go of their diet and lifestyle in order to indulge and treat themselves with tasty food. Therefore, their focus was a technique in itself as they targeted what most people desire - food.
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