TASK 4 (label this on your blog as 30.1.4)

According to Gillian Dyer (Advertising as Communication, Routledge 1988) advertisers use among other techniques, the following lines of appeal. They use images of, or make reference to things to tap into our desires or fears. View the Powerpoint called Lines of Appeal which is available on Moodle.

Analyse three different TV adverts and state which persuasive skills and lines of appeal have been used:

Advert1

The product is Carlsberg and is advertising a beer but in the advert it shows a man seeing an ad in a newspaper for a flat on a suburban street, on the outside but once the door is open we are shown that it isnt exactly what it seems as the whole flatted is kitted out with what a traditional man would find a dream. For example attractive women cooking pizza, a view of a football stadium and a machine which does the cleaning for you. The persuasive techniques carlsberg use are visuals showing us the luxurious lifestyle of the people in the advert. Also the words which are used by the owner of the flat are very positive so he makes us feel like we need that certain thing in out lives.  The unique selling point of this advert is the fact that if you buy or drink carlsberg you will live the rich life.

Advert 2
The product is the YOP which is a yoghurt drink. We are shown that it is a nice drink to have in the morning when you wake up. Throughout the adverts the people in the advert are singing the YOP song and it is very very catchy. Persuasive techniques the advert uses are ethos which is the technique of convincing the consumer that the product is reliable, honest and creditable. YOP showing us the consumer that no matter how tired you are in the morning, it is the drink you need. Pathos are also used because throughout the advert the person who is sleeping is also singing, this shows us that your body wants it. The USP of this advert is the song which is their slogan as you are made to believe once you drink this drink your morning will become better. 

Advert 3

The product is fairy liquid which is used to wash your dishes. We are first of all shown a women washing the dishes with this fairy liquid and then she is rubbing her hands which are covered in bubbles and saying that they feel good on her skin. The persuasive techniques in this advert are the visual affects as the mother and son have a good relationship so theres alot of smiling and encouraging words. They also use the technique of pathos due to the scenario of the advert, it make you feel happy and want that so by buying fairy liquid it can make you feel good about yourself so you will buy it, this is also the UPS aswell.