This advertisement appeals to both young and older female audiences by featuring an attractive young model. It suggests that using the product can make women look youthful. It also uses celebrity endorsement to imply the product is high quality and will make users feel successful like celebrities. The advertisement promotes the idea that purchasing the product will enable an escape to exotic locations and a more relaxed lifestyle. It aims to manipulate consumers into thinking travel to promoted destinations is attainable.

1. Advertising Techniques
Beauty Appeal
Celebrity Endorsement
Escape
This advertisement appeals to a young female
audience due to the fact that the model in the
advertisement is young, attractive and good
looking. Despite the models young age, the
advertisement also appeals to an older market
not only due to the fact that women of all ages
wear makeup, but also because the models
youth that is portrayed in the advert can have
a rejuvenating effect on an older audience
who believe that purchasing this product will
enable them to eventually look like the model.
Celebrity endorsement is used as a
means of showing the audience
that successful celebrities use their
product. This in turn makes the
audience feel that if they buy their
product they are buying a high
quality, refined, product, that will
perhaps not only give them a
feeling of importance and style to
their persona but a personal belief
that purchasing this product will
make them more successful.

2. Independence/Individuality
Intelligence
Adverts use the idea of escape to persuade the audience to feel that
where they live is inadequate. They use exotic locations to show them
how much better there lives could be if they went on holiday to one of
their destinations. It also conveys to the audience that going to one of
their destinations will enable them live for a short period of time in a
destination that is the complete polar opposite of their lives a destination
where relaxation is key. The image itself is used to manipulate the
consumer into believing that a holiday to this destination is attainable In
the near future although at first to any ordinary consumer the image
seems like a paradox; something that seems absurd or but in reality
could be made possible.
This makes the consumer feel that they stand out
from the rest of the crowd and they step outside
the restraints of the social norm. These types of
adverts show the individual watching that
although everyone else has got their product
already, if they purchase their product they will
still stand out as an individual different from the
rest of society.
This advert conveys intelligence due to the positioning
and labelling of the two products. For instance the car in
this advert is positioned above the motorbike which first
and foremost shows a degree of superiority to the
motorbike. However the writing/labelling completely
contradicts this; underneath the car the text reads ‘smart’
which is to those who are familiar with the car
manufacturer will recognize, and by itself appear to be a
fairly insignificant and obvious label. On the other hand
below the scooter it is labeled ‘smarter’ which contradicts
the above car’s position and illustrates the motorbike is
more sophisticated and more superior. However the
overall theme of the add is one of if you buy a smart car or
any smart product your personality will be reflected in the
nature of the product; i.e. you are smarter and more
intelligent than others

3. Lifestyle
Nurture
Peer Approval
This advert portrays a product of high quality
that is far above its competitors in the market.
Moreover it highlights on a melodramatic level
how good a product their phone is. For instance
the label ‘Touching is believing’ embodies this
melodramatic and yet believable nature of the
product. Also the label ‘The revolutionary new
iPhone ‘conveys to the audience that this
product is a revelation within the market and is
a must have for all consumers, this product will
become essential to the average consumer..
These adverts appeal to the guilt of the consumer by
showing them distressing imagery of suffering such
as animals that need their help. They appeal to the
nurture side of us by persuading us to feel, love care
and emotion towards the individual in the advert.

4. Rebel
Rhetorical Question
These adverts show us that if we buy their product we are
fitting in with our mates. They show the viewer the benefits
of their product such as being part of the group and being
accepted regardless of who they are. Also the symbolism i.e.
the arrows characterizes the brand as being a mainly
masculine brand but it also complements the brands quote
well. For example the quote ‘Bow time hard earned’
illustrates that those who buy this product are obviously hard
workers and that this drink is for real men.
These adverts capture the rebellious image that some
of us feel the need to aspire to. They show us that
buying their product will enable us to take part in
daring antics and things that we wouldn’t normally
do. This advert conveys to the consumer that
although being smart may have the brains it doesn’t
necessarily mean you will have the respect of your
peers. However buying their product will enable you
to do things that aren’t necessarily intelligent but will
earn you the respect of your peers.

5. Scientific / Statistical Claim
Unfinished Comparison / Claim
This questions the average consumer’s morality and causes
the consumer to feel guilty if they do not donate to their
cause. The advertisement evokes feelings of compassion
towards the actor in the advertisement who has come
across harm. The advert asks a question we already know
the answer.
These adverts use statistics to achieve their purpose of
making their product seem more legitimate and favored
in the public eye. These can be over glorified; for
example an advert could say 86% of our customers
agreed that our product was better than any other
products on the market. However the survey itself could
have been only carried out with 10 people.
These adverts tell the consumer that their product
is the best on the market and doesn’t compare to
any other products within its price range. However
there is no evidence to suggest that this is true.