We learned thaat adverts use six types of Socio-Economic Groups, to help define their targeted audience. The lower down the scale you go, the less experienced or educated to are;
A - Higher Managerial, Administrative, Proffessional...
For example; Senior Civil Servants, Surgeons, Chiefs, etc.
B - Intermediate Managerial, Administrative, Proffessional...
For example; Bank Managers, Store Managers, Teachers, etc.
C1 - Supervisory, Clerical, Junior Proffessional...
For example; Bank Clerk, Sales Person, Shop Floor Supervisor, etc.
C2 - Skilled Manual Workers...
For example; Electricians, Carpenters, Chefs, etc.
D - Semi-skilled, Unskilled Manual Workers...
For example; Assembly Line Workers, Refuse Workers, Shop Assistants, etc.
E - Pensioners, Unemployed...
For example; Pensioners without private pensions or anyone living on basic benefits, etc.
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We also looked back into Uses and Gratifications of the media world, some which apply to adverts;
> Entertainment / Dimension
This meaning people would watch programmes just for a laugh, or just to be scared, or to get an expected reaction. For example; a scary movie, or a comedy sitcom.
> Information / Surveillance
This meaning people would watch something to get information out of, or to learn about something. For example; the news, or a documentary.
> Social Relationships
This meaning the programme/film people watched will be spoken about to their friends, either face to face, online, etc. For example; thrilling or exciting episodes, or an advert which is memorable.
> Personal Identity
This meaning that the person can relate to or sees themself in a prgramme or film they have watched. For example; a programme talking about something you like or own.
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There are three techniques and Apllications that are involved in adverts. Sometimes these are mixed together in one advert. I have chosen five adverts to give as examples.
Overt and Hidden Messages
Overt means they are obvious messages, in your face. Whereas Hidden meand they are not so obvious, they are implied messages, subtle.
The example I have chosen for an overt message is The National Confectionary Co. advert.
I have chosen this advert because it is a simple message with a simple meaning. At 0:04 the 'bear' explains that he contains no artifcial colours or flavourings. Therefore the message is that all of The National confectionary Co.'s sweets cont5ain all natural ingredients. The targeted audience would be mums mainly, who would choose this product for their children over others because of that reason.
The example I have chosen for a hidden message is the Lucozade Sport advert with Mo Farah.
The advert starts of at 0:02 with Mo Farah drinking the lucozade sport, the advert then moves on at 0:14 with Mo Farah getting ahead of everyone else in the race. At 0:18 the work 'faster' appears, giving the obvious message the drink makes you faster, at 0:20 the word 'stronger' appears, with the obvious message that the drink makes you stronger, at 0:23 the words 'for longer' appear showing that the drink makes you last longer than other sport drinks. At 0:28 after Mo Farah crosses the finish line, the word 'yes' appears and the drink with the first three words, 'faster stronger for longer' showing that lucozade sport makes you faster and stronger and would make you last for longer.
Those are the obvious messages, but I feel there are two hidden messages in this advert;
One being that they have used a celebrity. Mo Farah won gold in the 2012 Olympics, therefore he is well known so people will identify him and recognise his talent. This gives the hidden message that if a well known celebrity drinks Lucozade Sport, other people, especially athletic people, will drink it too.
The second one linking to the first one is at 0:28 Mo Farah wins the race. All through the advert it shows close ups of him sweating and slow motion running, but at the end he finishes the race, giving the hidden message that Mo Farah wins BECAUSE he has drunk Lucozade Sport, therefore making other athletic people want to drink the drink so they can win too.
Emotional Responses and Assosiation
This means the advert is aimed to persuade you to buy the product buy making an emoption response from it, some examples are;
- Solution to a problem - which is wher the advert shows you someone with a problem, then tells you how you can fix it. This would make the audience want to buy the product if the have the same or similar problems. For example; toothpaste adverts use this to make your teeth whiter.
- Fear and Concern - which is when the advert tries to scare you into buying the product. This would make someone want to buy it if they are scared of getting what the advert explains. For example; cigarette adverts do this by showing what they do to your body.
- Compassion - which is when the advert wants you to feel bad, or sorry for the people/animals in the advert. For example; charity adverts about dying animals or beaten children do this to make the viewers feel bad and want to stop it.
- Self Perception - which is when the advert shows someone or a situation that the viewer personally identifies or would want to be in. For example; Nike adverts which use famous footballers.
The example I have found for solution to a problem is the Colgate Total Pro Gum Disease advert.
I have chosen this advet because it gives you a problem people of the audience may deal with, or be afraid to get in the future, then the advert gives you a solution to this problem. At 0:03 the man explains how 3/4 of people will suffer from gum disease, this makes the audience aware of the problem they face, or could face in the future. He then goes on at 0:09 to give the people a 'floss test' to see if their gums bleed. People at home would see this as one of the early signs of gum disease, and if they have had this problem before, they would listen to see what the man says. At 0:15 the man says that Colgate Total is CLINICALY proven to treat gum disease, which would persuade the audience to buy it, if it has been clinically proven. Lastly at 0:18, the man shows his floss with no blood on it, making the people in the advert shocked, and the people watching the advert will see this as a solution to bleeding gums.
The example I have found for self perception is the Carlsberg beer advert.
This advert is aimed at males, because its a beer advert. I would class this as a self perception add because men would want this to happen. They would wish to have sexy women in a house full of luxuries, for example, a traines female chef (0:15), a housekeeper who loves football (0:21), a self cleaning house (0:25), and a box room with a football match view (0:33). They have the slogan 'if carlsberg did' which links to all their other adverts that men might aspire to be like. And as the advert says they'd be the best flat mates, they're the best lager.
Celebrity Endorsement
This means when a celebrity appears in an advrt to help sell that product.
Why do certain celebrities get chosen?
- Location/Nationality - a British advert selling British products wouldn't have an indian celebrity in it.
- Profile - this means the celbrity should have a good reputation to help sell that product.
- Audience Perception - what the audience actually thinks of the celebrity being shown.
- Aspiration/Identification - is it a celebrity that people look up to or want to be like?
The example I found for celebrity endorsement is the chocolate orange advert with Dawn French.
I have chosen this advert because Dawn French stars in the advert to help seel the product. She is a very well known actress, she has a good celebrity reputation and people that love Dawn French will be more tempted to buy the chocolate she is advertising, as well as the fact that Dawn French has been the face of Terry's Chocolate Orange for many years. At 0:04 Dawn shows the new chocolate orange where its individually wrapped. This would show the viewers another brilliant way to eat chocolate orange. At 0:08 she tries to say the word share, which doesn't work because Dawn says they're not for sharing. At the very end she says the famout quote from all her other adverts "its not Terry's, its mine".
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