2. My Print
• Structures and techniques of
advertising
I did my print advert on Adobe Photoshop using a
wide range of tools. As it is a print poster it does not
follow a narrative, however it is an anti- realist poster
as it is unlikely a giant billboard will be outside
someone's bedroom window advertising like that,
which is what the poster is trying to portray.
• Factors of Persuasion
It could be argued that one of the factors of persuasion
is reward power, this is where the product promises
some positive benefit. The positive benefit in this case is
that it offers an amazing taste and “ you can’t escape
the taste” is just hyperbole and exaggerating how great
and unforgettable the taste is.
• Styles of advertising
The style that could be described is a “Mockumentary”
as it demonstrates something in the real world, however
in a fictional way. It is also quite surreal as it isn’t
something that you would typically see.
3. Real Print
• Structures and techniques of TV advertising
The structure of this advert is clear with a global superstar
next to a can of coke, Coke have got a figure of Michael
Jordan, one of the world’s most famous people, yet they
have made the coke can larger than him to perhaps
represent how big their brand is.
• Factors of Persuasion
This uses star power, this is where the product is
associated with a celebrity figure. It could also be
using reward power and suggesting if you drink coke
you can be like Michael Jordan. Their line of appeal is
showing an elite person who people would aspire to
be like and they then associate Michael Jordan, an
elite sportsman, with an elite drink.
• Styles of advertising
It is an animation as the can appears to look like an
animated drawing, however other than that there
is no clear style of advertising as it is a print advert.
4. Print Comparison
Firstly, the main difference between my print advert and the professional one is you can clearly
see the technical difference between the both of them as obviously the actual Coca-Cola advert
looks far more professional than mine and looks like it was done by an actual graphic designer,
this could be due to how it is their actual job and It was my first experience with Photoshop.
Also another difference is how their advert has quite a cartoon style to it, as well as this, the
Coca-Cola advert uses star power and follows the lines of appeal such as having a successful
career and shows someone with a rich, luxurious life style who other people would aspire to be
like. Conversely, a similarity could include the fact that there Is no narrative to either advert, it
could also be argued that they both offer reward power, just different types of reward, as my
print advert suggest an unforgettable taste is rewarded, however the real print advert indicates
that their product rewards you a good lifestyle. I would say the strengths of my advert could
include how it is a fairly original idea and there was no other advert I based it off . However the
weaknesses include how it does not look very professional at all and looks quite badly
Photoshopped, especially on the right corner where I got rid of the large window. If I could
improve anything on my print advert I would add more factors of persuasion as well as lines of
appeal, I would also try make a more clear style of advertising.
5. My Video
• Structures and techniques of TV advertising
In this particular shot I have chosen, there is a camera at a
height looking down on a chase, acting as if it is a CCTV
camera, we had to avoid filming in a certain position
where other people may be so we avoided that by going to
a place where nobody is. Our video follows a linear
narrative with a fairly anti realist narrative. It is also quite
anti- realist as it is not a real situation to happen.
• Factors of Persuasion
A factor of persuasion could be one of the lines of appeal
such as comedy/humor as it could be seen as humorous as
it is taking a love for a drink too far. It could also potentially
have reward power as it appears as if the person who stole
the Irn Bru is now faster after having some.
• Styles of advertising
The style of this advertising is quite surreal as it is not a
typical situation over just a soft drink, it could also be seen
as a parody to a typical spy/James Bond kind of film
6. Real Video
• Structures and techniques of TV advertising
This coke advert uses a linear narrative structure as well as
following a realist narrative, they have made the decision
to structure the advert like this as it offers a way for the
viewer to get emotionally invested in the narrative and
could potentially allow the viewer to empathies with the
characters, and therefore end up associating Coca Cola
with their own happy family related memories.
• Factors of Persuasion
Firstly, the advertisers have used a very popular line of
appeal which is “happy families” and used their own brand
for people to relate to this. This could persuade the viewer
to buy this as a happy family is something everybody
aspires to have and this advert portrays one via two
brothers sharing a coke together. It also has referent power
as the message associated with the product fits into a
typical viewer’s value system.
• Styles of advertising
This advert does not have a particular advertising style,
however it could maybe be compared to a Mockumentary
as it mimics real life and you do get a slight insight into
their lives as well as it being fictional, but altogether it
does not really follow a conventional Mockumentary style
or any particular advertising style.
7. Video Comparison
• Compare each of your products to the similar professional advert
– Discuss the similarities and differences? The technical qualities of your
advert compared to the professional one? Strengths and weaknesses
of your own advert? How would you change your advert if you could
do so?
The similarity of both videos include how they both follow a sequential narrative. However
other than that neither of the videos have any other similarities as they both have quite
different plots. The differences are that the professional advert shows referent power and the
brotherly love message fits into a typical viewer’s value system, however in my video the advert
features somebody stealing a can of Irn Bru and is quite the opposite. Also in terms of technical
qualities, unsurprisingly, the real video looks far more professional with better looking shots and
is also edited better. A strengths of my advert were I personally quite liked the editing and
effects I added, I think A weakness of my work was the original advert was too long and after
shortening it a few times I could not shorten it to less than 35 seconds. Also I should have added
my lines of appeal and factors of persuasion as I don’t think there is as many as there should be.
If I could improve my advert I would have maybe just changed the idea completely to something
that I can shorten to less than 35 seconds, or to my current advert I would try have a different
style of advertising.
8. My Advergame
• Structures and techniques of TV advertising
This game has a sequential narrative structure as it would not work if it
was non – linear and can only really work in one way as it is an objective
based game which is pretty clear, the pause menu is mainly themed
with the Irn Bru brand colour scheme and if it was an actual game after
a while people would subconsciously think of Irn Bru and are more likely
to purchase it. It is also clearly very anti-realist. The Irn Bru can looks
quite basic which can be good as it shows the brand is popular and
despite not being fully named and only featuring the main colours it
shows that the brand is recognisabe so one of the obstacles while
creating this was to avoid the game not representing Irn Bru strongly
enough and was not just any random game but to make it clear that it
was to promote Irn Bru.
• Factors of Persuasion
One factor of persuasion could be the game itself looks like quite a
classic, retro game and therefore people would link it up with their
childhood and they would get a sense of nostalgia while playing the
game and therefore would think about Irn Bru at the same time and link
their fun childhood times with the brand, making them more likely to
want to purchase Irn Bru. It is also persuasive as it offers reward power,
as the game is completed by collecting Irn Bru cans so as they get the
can they could also feel a sense of accomplishment too.
• Styles of advertising
The style of this advert is surreal as it is a game so obviously in this
context it is completely surreal and nothing like real life. It could also be
seen as a parody to other arcade style games.
9. Real Advergame
• Structures and techniques of TV advertising
There is a sequential structure as it is the same process
repeating, a man throwing a girder as far as he can , however
it is also anti realist like most games. The objective of the
game is to “Toss The Girder” as far as possible, this is done by
timing your click on the power button, as well as timing your
click on the direction arrow, the girder can continue to fly
through the sky as it hits an Irn Bru can, this allows you to aim
again while in mid air, this is all suggesting that if you drink Irn
Bru it makes you stronger.
• Factors of Persuasion
This advert uses quite a few techniques and lines of appeal, one of
these for example could be the appeal of dreams and fantasy, this
is because the character playing the game is big and strong and
also represents quite a stereotypical image of a Scottish man,
something some people would aspire to look like, it is inferred by
playing the game that perhaps he could be strong because he
drinks Irn Bru, it is also an example of using elite people or experts
as a line of appeal. It could also be argued that there is an element
of comedy and humor as the game is clearly largely exaggerated as
nobody could throw a girder so far so some people may find
humor in the concept of the game. It also uses both expert power
as well as reward power as it shows the product being associated
with an expert via the main character, it also shows reward power
through collecting Irn Bru cans as each can that you collect
rewards you with an advantage and helps you in the game.
• Styles of advertising
The style of advertising used here is surreal as it is very unrealistic
and not based off real life, It also has an animation style of
advertising as all games do, the colours along with the animation
give a child – friendly feel to the layout, which could be due to
children being very impressionable so are persuaded easier and
are also far more likely to play a game than an adult.
10. Advergame Comparison
• Compare each of your products to the similar professional advert
– Discuss the similarities and differences? The technical qualities of your
advert compared to the professional one? Strengths and weaknesses
of your own advert? How would you change your advert if you could
do so?
Both adverts follow a sequential structure and are in one set order, they also both have a basic
objective, as well as this they are both anti realist with two concepts that just do not happen in
real life. In terms of technical qualities, the professional game is far better and for a start is an
actual well programmed game, and mine is just a concept video of what a game would be like.
The strengths of my game are it does actually look a bit like an arcade game and when the
character dies the sound effect matches the visuals of the character losing a life. The weakness
is the frames were too short so the game concept video looks really short. If there was anything
I could improve I would have simulated the character playing the whole game but I did not have
the time.
