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 is

The 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