Emotional Transfer
Creating a set of emotions that the advertiser is trying to map onto their product or service. The process of generating emotions in order to transfer them to a product. For example, a Coke ad shows happy, beautiful people but tells us nothing about the product. The point is to make you feel good and to transfer that feeling to the brand or product.
This is the number one and most important process of media manipulation.
The Coca Cola advert is an example of Emotional Transfer because...
The Sainsburies advert could also be an example of Emotional Transfer because...
For example the use of mise-en-scene, in particular the props / costume…
There are connotations of…
The use of close up camera angles…
Exclusive Appeal / Symbolic Positioning
Self-image enhancement, ego identification, belongingness and social meaningfulness, effective fulfilment.
The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous lifestyle. A coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery.
The Adidas Originals advert is an example of Exclusive Appeal because...
The Nescafe advert could also be an example of Exclusive Appeal.
For example the use of mise-en-scene, in particular the props / costume…
There are connotations of…
The use of star power...
Shock Tactics
Shock tactics deliberately attempt to startle or offend audiences by subverting or violating social norms or expectations. Graphic imagery and blunt slogans are used to capture attention and create buzz, and to attract an audience to a certain brand or bring awareness to a certain health issue, or cause. It is often controversial or disturbing.
The Binge Drinking Campaign advert could be an example of Shock Tactics.
The Embrace Life advert could also be an example of Shock Tactics.
For example the use of mise-en-scene, in particular the props / costume…
For example the use of camera angles, in particular…
For example the use of diegetic and non-diegetic music, in particular…
There are connotations of…
For example the use of camera angles, in particular…
For example the use of diegetic and non-diegetic music, in particular…
There are connotations of…
Experiential Positioning
Conveys the experience of a product.
The TNT Drama advert could be an example of Experiential Advertising.
For example the use of mise-en-scene, in particular the props / costume…
For example the use of camera angles, in particular…
For example the use of diegetic and non-diegetic music, in particular…
There are connotations of…
For example the use of camera angles, in particular…
For example the use of diegetic and non-diegetic music, in particular…
There are connotations of…
The Adidas Originals advert could also be an example of Experiential Advertising.
For example the use of mise-en-scene, in particular the props / costume…
For example the use of camera angles, in particular…
For example the use of diegetic and non-diegetic music, in particular…
There are connotations of…
For example the use of camera angles, in particular…
For example the use of diegetic and non-diegetic music, in particular…
There are connotations of…
The Herbal Essences advert could be an example of Experiential Advertising.
For example the use of mise-en-scene, in particular the props / costume…
For example the use of camera angles, in particular…
For example the use of diegetic and non-diegetic music, in particular…
There are connotations of…
For example the use of camera angles, in particular…
For example the use of diegetic and non-diegetic music, in particular…
There are connotations of…
Why is this advert for Muller (also staring NS) worthy of note, considering the above?
Synthetic Personalisation
Creating a character or face for your product. This character represents the brand values of your product and also makes a connection with the target audience.
The Compare the Meercat Campaign could be an example of Synthetic Personalisation.
For example the use of mise-en-scene, in particular the props / costume…
There are connotations of…
The use of star power...
For example the use of mise-en-scene, in particular the props / costume…
There are connotations of…
The use of star power...
The use of humour...
The use of brand values...
The suggestion of...
The Money Supermarket Advert could also be an example of Synthetic Personalisation.
For example the use of mise-en-scene, in particular the props / costume…
There are connotations of…
The use of star power...
For example the use of mise-en-scene, in particular the props / costume…
There are connotations of…
The use of star power...
The use of humour...
The use of brand values...
The suggestion of...
The Snickers could be an example of Synthetic Personalisation.
For example the use of mise-en-scene, in particular the props / costume…
There are connotations of…
The use of star power...
For example the use of mise-en-scene, in particular the props / costume…
There are connotations of…
The use of star power...
The use of humour...
The use of brand values...
The suggestion of...
Functional Positioning
Solve problems, provide benefits to customers.
The Neurofen advert could be an example of Functional Positioning.
Examples of this would be...
Examples of this would be...
The advert is different in tone to the other adverts because...
It has more...
The We Buy Any Car advert could be an example of Functional Positioning.
The advert is different in tone to the other adverts because...
It has more...
It takes advantage of...
The use of... is important...
Special effects/animation
Bring inanimate things to life and make them exciting. This is especially true with children - targeted ads.
The Natural Sweet advert could be an example of this kind of technique.
For example the use of mise-en-scene, in particular the props / costume…
There are connotations of…
The use of star power...
For example the use of mise-en-scene, in particular the props / costume…
There are connotations of…
The use of star power...
The use of humour...
The use of brand values...
The suggestion of...
The use of editing and camera angles...
The Warburtons/Crumpet advert could be an example of this kind of technique.
For example the use of mise-en-scene, in particular the props / costume…
There are connotations of…
The use of star power...
For example the use of mise-en-scene, in particular the props / costume…
There are connotations of…
The use of star power...
The use of humour...
The use of brand values...
The suggestion of...
The John Lewis advert could be an example of this kind of technique.
For example the use of mise-en-scene, in particular the props / costume…
There are connotations of…
For example the use of mise-en-scene, in particular the props / costume…
There are connotations of…
The use of brand values...
The suggestion of...
Fear Messages
Fear messages are directed at our insecurities, such as "no one will like you if you have dandruff," or "bald people are losers." This is a very common technique.
The Clearasil advert could be an example of fear messages.
For example the use of mise-en-scene, in particular the props / costume…
There are connotations of…
The use of dialogue...
For example the use of mise-en-scene, in particular the props / costume…
There are connotations of…
The use of dialogue...
The use of humour...
The use of brand values...
The suggestion of...
The Right Guard advert could be an example of fear messages.
For example the use of mise-en-scene, in particular the props / costume…
There are connotations of…
The use of non-diegetic music...
For example the use of mise-en-scene, in particular the props / costume…
There are connotations of…
The use of non-diegetic music...
The use of humour...
The use of brand values...
The suggestion of...
Surrealism
The x advert could be an example of surrealism.
Adverts that use this technique are trying to....
They are taking advantage of humour to...
Adverts that use this technique are trying to....
They are taking advantage of humour to...
This is to promote...
