2. Calvin Klein Print Advert
The typical codes and conventions for male underwear/clothing print adverts include muscular body
builds which are shown off usually by the model being topless and the camera mainly being directed
towards the models body.
This advert uses Justin Bieber who is known globally and therefore has a good chance of catching the
eye of people as he is the first thing you notice on the ad, covering the entire length of the picture
from top to bottom. Another reason for Calvin Klein choosing Justin Bieber to be the model on the
front of the ad is because of his muscular body which is what a lot of men want and is considered the
‘ideal body’ for men. This follows typical codes and conventions for male clothing adverts and is
known as associated user imagery which is Gunn’s 10th type of advertising where adverts use
characters that are best associated with their product.
Calvin Klein is attempting to associate themselves with these types of bodies and the people who put
the dedication in to achieve them which you can tell by the fact that Justin Bieber’s body is the main
focus of the advertisement rather than the actual underwear. The image is in black and white to show
and exaggerate his muscles as well as the fact that the underwear are also in black and white
therefore making it match. As well as this the simple grey gradient going from light to dark in the
background fits nicely with the image.
The underwear stands out from the model because it’s a lot brighter therefore being the second
thing people will notice after Justin Bieber when looking at the advert.
This advert is aimed at males that have a well-built body or WANT a well-built body of social grades
between E and C1 due to the fact that they used a pop celebrity as their model, although it would be
suitable for ANY social grade due to the main focus of the advert being the muscular build of his
body.
3. EE TV Advert
https://www.youtube.com/watch?v=t_DayuUSykc
The advert starts with Kevin Bacon walking out of what looks like a garden facing towards a gardener. Both actors are
smiling/laughing implying they had been talking which makes Kevin Bacon look like a respectable local member of
society. The fact that they introduced Kevin Bacon instantly and reappears in other EE adverts is a good example of how
EE uses Gunn’s 8th type of advertising where the advertiser uses a celebrity to associate with their product.
After this, he then faces towards the camera and introduces himself, mentioning a few mainstream shows and films that
he has starred in which will make a lot of viewers recognise him. However this only lasts around 5 seconds before he
changes the subject from himself to EE. He refers to himself as the ‘centre of the universe’ which has multiple
connotations of how he is connected to everyone as well as showing his global status. continues to talk about how he is
connected to everyone in the world which links back to him talking to and laughing with a gardener, someone who
wouldn’t usually be seen talking to a global celebrity like Kevin Bacon. The way EE portrayed Kevin Bacon is good
because it shows him as a big celebrity who has done so many things like films and TV shows as well as having worked
with actors like Tom Hanks while also showing him as an equal which can be seen by the regular people walking in the
background and saying he is even connected to a dog, which he proves by linking a film he did to the dog’s name. This is
effective for an advertisement because it makes the audience believe anyone can be like him.
After he has given examples of how he is connected to everyone, he asks the viewers if they want to be connected to
him and asks “you want a slice of Kevin Bacon?” which is effective because it plays on his name adding comedy to the ad
which could make the audience think EE are more friendly/casual rather than super serious like other companies making
them more likely to choose EE.
The codes and conventions for typical mobile network TV adverts might include comparing their product to other competitors, showing examples
of how their product can be beneficial in everyday life, etc. As well as this, a lot of typical mobile network adverts have a more serious tone to
them.
4. EE TV Advert
https://www.youtube.com/watch?v=t_DayuUSykc
He then walks into a bar where he is greeted by the bartender which implies they are friends which links back to the
gardener and how Kevin is friends with people of low social grades who usually wouldn’t be seen with big celebrities like
him, showing him as an equal which will give the viewers more respect for him and, since he is the face of EE, give more
respect for the company. He gives more examples of why EE is the superior choice using the people in the bar such as
gaming live with people on the other side of the world as well as paying for drinks with a phone which is typical for a
mobile network advert as it provides examples of why their network is better than others in everyday situations.
After explaining why EE is superior to other mobile networks, he says “This, Britain, is how Bacon rolls.” The informal
speech as well as referring to the audience as ‘Britain’ shows that he is talking directly to the person watching as if it’s
one friend to another which suggests that he knows what the audience wants and that is why they should choose EE. As
well as this, he is saying that this is what he uses and since earlier in the advert he associated himself with normal
people of lower social grades it will make the audience believe that this is what they want.
This advert is mainly aimed at all genders of lower social grades (E-C1) who are in need of a fast, reliable mobile network. In the ad, Kevin Bacon
associates himself with a lot of lower social graded characters such as gardeners and bartenders who typically wouldn’t be members of a high
social grade. Even though EE is suitable for all social grades, targeting these specific social grades covers the majority of the UK.
5. Pizza Hut Radio Ad
https://www.youtube.com/watch?v=1hByG29fne0
The voice-over in this ad is made to sound like a commentator of an intense football match. This ad was made during the world cup which shows
that Pizza Hut want to associate themselves with football as much as possible so when people go to watch the world cup live they may go to
nearby Pizza Hut’s to eat because they associate it with football, therefore making it feel more suitable to eat there after a football match. The
voiceover is very energetic and upbeat which follows the typical codes and conventions of radio adverts, as well as it being very persuasive by
repeating “a real soccer ball and four cans of pepsi for free,” exaggerating the value of these items. After it is repeated, there is a football-like
chant as if it was from the audience of a football match chanting “four cans of pepsi and a soccer ball” to even further exaggerate its value. The
voiceover ends saying “don’t resist and call 19000 now.” This is the only indication to show that the ad is actually a Pizza Hut ad which shows how
mainstream Pizza Hut is assuming that the audience will recognise it’s Pizza Hut just based off of the phone number. This defies typical codes and
conventions of radio ads because usually mainstream brands like this would use a slogan or jingle to put a name to the ad.
The ad begins with a parody of a news show which sets a somewhat calm atmosphere which is then disturbed by the main ad with the energetic
voiceover mentioned above. This is effective because it catches the audience off guard which gives more chance of them paying attention to
what the ad is saying. This could be an example of Gunn’s 12th type of advertising which uses parodies of other shows/films/adverts to create a
sense of familiarity. This could also be applied to the main voiceover part of the ad as it uses a chant in the background similar to a football match
which creates a sense of familiarity to the audience.
This ad is mainly aimed at football fans which mainly covers a large amount of grown males, usually in social grades D-C1.
The typical codes and conventions for radio adverts for restaurants often include heavy persuasive language as well as a jingle or slogan (or both)
that the audience will associate with the restaurant straight away. The voiceover will be upbeat and energetic to attract the attention of the
listener and range from 15 to 60 seconds long.
