The document provides an analysis of techniques used in advertising, including narrative structures, lines of appeal, and factors of persuasion. It then discusses the structures, techniques, styles, and compliance with advertising codes used in a TV advert, advergame, and posters created by the author to advertise IRN-BRU. Comparisons are drawn between the author's creations and official IRN-BRU advertisements.

1. IRN-BRU Evaluation
By Alexander Sullivan-Cree

2. Techniques
• Narrative: Just as narrative theories apply to books, films and TV shows, they also apply to adverts. The advertiser's main
goal is to convince consumers to buy products and in doing so they create stories surrounding them.
• Linear or sequential narrative structures: We are presented with a version of the events as they happened with the
beginning, middle and the end in the 'correct' order.
• Soap operas give us an endless linear narrative.
• Non linear or non-sequential narrative structures: They may occur when we see the same events from a number of
points of view, or where the ending is shown and the film maker decides to tell us the story of how we got to that
destination.
• Flashbacks - are a form of non sequential narrative that involve details of the past being revealed before us on the screen.
• Realist or anti realist narratives:
• a realist narrative will draw its power from the portrayal of realistic events.
• an anti realist narrative will have the freedom to indulge in the inclusion of aliens, vampires and all kinds of beastly CGI
nonsense.

3. Appeal and Persuasion
• In order to sell products, advertisers attempt to appeal to lots of different sides of our
personality.
• Some adverts may seek to challenge or inspire us, others promise to solve our problems, still
more play on our insecurities or sense of guilt.
• Lines of Appeal:
• Advertisers use, among other techniques, lines of appeal.
• They use images of or references to these things to tap into our desires and fears:
• Happy families - everyone wants to belong
• Rich, luxurious lifestyles - aspirational
• Dreams and fantasy
• Successful romance and love
• Elite people or experts
• Glamorous places
• Successful careers
• Art, culture & history
• Nature & the natural world
• Beautiful women - men and women like looking at beautiful women,
• so the thinking goes: men admire them, women admire what makes the men admire
them
• Self-importance & pride
• Comedy & humor
• Childhood - can appeal to either nostalgia or to nurturing instincts

4. Factors of Persuasion
• Reward power: the product promises some positive benefit.
• Coercive power: the product is presented upon pain of threat or
punishment.
• Referent power: the message associated with the product fits into
the reader's value system.
• Expert power: the product is presented by an expert.
• Star power: the product is associated with a celebrity figure.

5. Styles
• Talking Heads https://www.youtube.com/watch?v=oKr8TN5qqtg
• Animation https://www.youtube.com/watch?v=gfG2ZujlIZU
• Documentary https://www.youtube.com/watch?v=DAi8QmIl1Jc
• Mockumentary https://www.youtube.com/watch?v=RzToNo7A-94
• Parody https://www.youtube.com/watch?v=4yZOab5gl-4
• Surreal https://www.youtube.com/watch?v=KMl5l6mOySU
• Serial https://www.youtube.com/watch?v=fG9N-LyrGrE

6. TV Advert
Structures And Techniques
The structure of my TV advert is a linear or a sequential narrative structure with also a realist narrative also appearing. A linear narrative means the TV advert
flows from beginning, middle and end in the correct order without flashbacks rather then a non linear narrative where it can start from the middle or end and go
on to explain how they got to that destination. The realist narrative is also important as it sets the genre of the advert. If it were an anti realist narrative that
would most likely be a science fiction or horror themed tv advert with things such as vampires, zombies, aliens and beastly CGI. Compared to a realist narrative
the genre/theme of the advert is more realistic and natural like a documentary.
Factors Of Persuasion
In my advert we use a range or ways to persuade the audience into buying the product, one of these includes ‘lines of appeal’. Lines of appeal are images and or
references to things that tap into our desires and fears. In the advert we use the lines of appeal: Art, Culture & History, Nature & the Natural world, and Comedy
& Humor to tap into those feelings of desire and fear. However there are more ways that you’re able to persuade people especially in the media industry.
Another technique that is commonly used is to inspire or challenge us, another one is to promise to solve out problems and play on our sense of guilt and
insecurity's. In the advert we also use something called ‘coercive power’. Coercive power means the product is presented by pain of threat or punishment and in
the advert the person drinking is punished for not drinking IRN-BRU
Style Of Advertising
The style of my advert is a parody as we parody the film Braveheart which can be seen by the face paint of the angry Scottish man. We thought Braveheart would
be a good choice as it’s a Scottish classic based on the story of William Wallace. We were hoping to make the main character of the advert be loosely based on
William which I thought could’ve been done better. If I had longer I would've liked to make the face paint look more recognisable and maybe make his hair ginger
and wearing a kilt. Overall the outcome of the TV advert was a lot better than I thought it would be, especially in the short amount of time we had to shoot. If I
were given more time I would’ve liked to spend that time on shooting better clips and creating the perfect Scottish main character.
ASA Codes
As this is a TV advertisement meant for the publics view, I had to make sure to follow the ’Advertising Standards Authority’ or ASA’s codes and regulations. Some
of the ones I had to look out for include the ASA codes 2, 3, 4 and 5. ASA code 2 states that the advert must be easily distinguished as an advert, ASA code 3
states that the advertisement must not materially mislead or be likely to do so. ASA code 4 says that advertisements must not be harmful or offensive and ASA
code 5 states that children must be protected from advertisements that could cause physical, mental or moral harm. To make sure my advertisement abides by
these codes, I made sure the ad was easily distinguished as an advert which can be seen by the towards the end of the advertisement and pictures of the drink
are seen throughout the advertisement.
Hello, hello, hello, hello, hello, hello, hello, hello, hello

7. TV Advert
5 Seconds 10 Seconds 15 Seconds
20 Seconds

8. TV Advert – Comparison
There are many differences and similarities between the 20 second advert I made and the 40 seconds official IRN-BRU advert, some of these
differences include then length of the advert, the style of the advertisements and the layout of the advert. The length of the TV advert can vary
depending in the platform you plan to play the advertisement. For example I made a 5 seconds advert to be played on YouTube as 5 seconds is
the amount of time that you’re able to watch before you allowed to skip the advert, furthermore some ads below 30 seconds don’t always
allow you to skip them. However my 20 seconds advert is still long enough to be played on TV, not just YouTube and other platforms. One of
the similarities is the style of advertisements, both the professional advert and the one made by me are both parody's and they’re not meant
to be taken literal. This can be seen in both adverts as they both have a comedic aspect to them, in the professional advert this is shown by the
name of the baby being ’fanny’ and as in the advert I made they obvious references to Braveheart. The finial similarity between my advert and
the official one is the layout of the advert. Both the adverts end in an extremely similar way as they both end with a shot of the IRN-BRU drink
itself and a slogan which is linked to the theme of the advert, in my case William Wallace running through the background and in the official
advert the final background is a hospital with a baby card with the slogan on. Personally I feel my advert could use a lot more work to it
however in the time we had available It turned out better than I thought, its not as good as one of the official IRN-BRU adverts obviously but if
I had the same budget, time and equipment as them I could’ve easily made a more professional looking advert.
20 Seconds Official IRN BRU TV Advert
https://www.youtube.com/watch?v=ibuLgsVcQUY

9. Advergame
I believe the look of my advergame was pretty good especially for the age I was trying to base my game on. My advergame
inspiration came from the old Final Fantasy Games released on the Nintendo Entertainment System or NES in 1987. The
similarities go further beyond just the look of the game, the games turn based battle system was also included in y advergame. To
make my advergame advertise IRN-BRU I decided to make the main protagonist of the game be an IRN-BRU bottle with arms, legs
and eyes which can be seen in the bottle left. For the Antagonist I decided to make it a Coca-Cola based character with the same
human characteristics as the IRN-BRU, arms, legs and eyes. The ending of the game we see the IRN-BRU victorious which makes
the audience believe that Coca-Cola is inferior to IRN-BRU being superior. This also creates a reward power as if you drink IRN-
BRU you will be a winner and superior to people who drink things other than IRN-BRU. My advergame is a very special project, it
relates to both my posters and TV advert however the connection is only the end credits with the slogan and the fact that there is
an IRN-BRU bottle and a Coca-Cola bottle like in the advert. The overall outcome of the advergame is very good, I defiantly would
have liked to animate the walking of the bottles which I think would’ve made the overall outcome a lot better then the characters
just floating towards each other. I think that’s the only thing I would have like to change except for some small details like blinking
and maybe even some speech from the characters throughout the game with little speech bubble/bars. As this is still an
advertisement I will abide by the ASA codes especially the ASA code 2 ’recognition of advertisement’ this means I had to make the
advergame easily recognized as an advert which can be seen at the end of the advergame by the “sponsored By IRN-BRU’ at the
end to show it has been endorsed by a company, in this case AG BARR. Furthermore the ASA code 4 stats that it cannot be
offensive or harmful to anyone so I made sure it was not offensive to any religion, gender, race or ethnicity. Finally ASA code 5
protects children from mental, physical or moral harm which I checked there was none of in my advergame.
Protagonist Antagonist

10. Advergame
The Battle Of The Bru

11. Advergame – Comparison
The Battle Of The Bru
BRU-LAND GAMES
Whilst the advergame are very different in art style and play
style, there are many similarities too. One of these similarities is
the title screen, as you can see from my advergame video and
the images to right you can see some things are similar, they
both have a start button rather than jumping strait into the
game. However we also have a difference here as my advergame
has an exit and options button too, rather than just a start and
full screen button. Furthermore whilst the star, option and exit
buttons are visible the name of the game is not, unlike the
official IRN-BRU games.
The gameplay is very different as mine is a turn based role
playing game rather than a browser based Scottish sports based
game. My game has a character selection screen where the
player is able to choose between IRN-BRU, IRN-BRU sugar free
and IRN-BRU XTRA whilst you’re stuck with the same person for
both the IRN-BRU games. The final similarity I would say
between the 3 games, Toss the Girder, Pump IRN and my
Advergame The Battle of The Bru is the colour scheme. All the
games consist of mostly orange and blue as these are the colors
used in by AG BARR for the IRN-BRU can. I would respectably say
our games are both extremely different from each other which is
a good thing, especially in the eyes of copyright and
infringement laws. However I did enjoy making my advergame
as I am somewhat passionate about games which you can
probably see in the inspiration for my advergame, in the future I
may come back to this style of game and genre.

12. Poster
Factors Of Persuasion
When planning and creating the posters I thought I could used lines of appeal and factors of persuasion to make the advertisement a lot
better and more professional. The factors of persuasion used was coercive power as the slogan reads “you make take out lives but you’ll
never take our IRN-BRU” this shows that product is presented upon pain of threat or punishment, in this case death. Furthermore I also used
the lines of appeal Self-importance & pride, and Comedy & humor. The comedy aspect of the poster is the fact the slogan is connected to the
Scottish classic movie Braveheart and the face paint of the model. The self-pride comes into the poster as the person who drinks IRN-BRU
would rather die than give up his IRN-BRU.
Style Of Advertising
The style I were aiming to make my posters was a more comedic and humorous. I believed I managed to do that somewhat successfully.
Furthermore I was aiming to try make more realistic posters like the ones IRN-BRU has out. This can easily be seen in my final product as
mine are very alike to existing ones. Upon completion I realised that this wasn’t necessarily a good thing as it doesn't let me show my
creative and imaginative thinking and limits my ability. In the future I say still use existing products as one of my main inspirations however
when it comes to production I shall stick to my imagination and creative skills.
ASA Codes
As this is a Poster advertisement meant for the publics view and to be placed one buses and other objects. As this is still a form or
advertisement I had to make sure to follow the ’Advertising Standards Authority’ or ASA’s codes and regulations. Much like the TV
advertisement the most important codes I made sure to be aware of are 2 through 4. to make you aware too I shall explain them. ASA code 2
is the recognition of advertising which means advertisements must be obviously distinguishable from editorial content. ASA code 3 is
misleading advertising so advertisements must not mislead or be likely to do so. ASA code 4 (harm and offence) is probably the most
important one I was sure to know. It say that advertisements must not contain anything that can cause mental, physical or moral harm to any
religion, race, gender or ethnicity. I made sure my posters were defiantly within these regulations.

13. Poster

14. Poster– Comparison
Like I said earlier, the main inspiration for my posters
were existing official IRN-BRU posters like the one
seen below. There are a lot of similarities between my
poster and the existing IRN-BRU poster. The obvious
similarities are the orange background, the positioning
if the slogan and web address and finally the model to
the left which the white outline. There’s not much else
to say however there is one difference but it isn’t a
very interesting one. If you look on the existing poster
you’ll see that the model on the left is actually
completely blue where as my model isn't colored blue
but just the face paint which I added on Adobe
Photoshop .
However unlike the first poster this one is slightly more interesting to compare as its completely different
to mine. Firstly lets talk about the color scheme as unlike mine the colour scheme is black, red and white
which if you look at Vans merchandise you’ll see repeatedly throughout, especially the old school
collection. Whilst were on the topic of old school, if you look at the Vans poster you’ll see the somewhat
retro style like its been taken on a black and white polaroid camera which I think is why this poster works
so well. The position of the shoes and even the page layout and slogan position are completely different.
My favorite thing about the Vans advert is how you’re able to see the shoes through the red lettering
which really works with the contrast of the black shoes and the white background. Now if I were to make
more IRN-BRU posters I would maybe use inspiration from other posters an even other products, not just
drinks to take my inspiration from.