1) The document discusses different types of advertising techniques, including digital media, print, film trailers, and television commercials. 2) It analyzes several advertisements, examining how they use emotional appeals, credibility, exaggeration, and other persuasive methods to engage audiences. 3) The analyses suggest that effective ads evoke feelings, highlight benefits of products clearly, and sometimes use symbolic or exaggerated elements to quickly capture attention.

1. Advertising Theory
Pro-Forma
Robbie Hickman

2. Advertising Task 1

3. Distribution and Consumption
Digital media (or new media) refers to the use of digital technologies e.g. TV
or the internet to advertise a certain product.
• Advantages: Advertisements can be noticed much quicker on the internet by people, without
them even having to leave the house. Advertisements also feature music/sound
effects/dialogue which make them more effective and movement brings the advert to life.
• Disadvantages: There is a large amount of information, often too much to process, as every
advertisement needs attention for a specific product. Sometimes adverts can last too long
and make it harder for the viewer to absorb the information.
Non-digital distribution refers to the use of print advertisements, analogue
radio adverts and film trailers to promote something.
• Advantages: It is easier for advertisers to reach targeted audiences in the local market, e.g.
with print adverts. Also, it is easier to communicate a message with non-digital adverts. For
example, film trailers and radio adverts are quite short and don’t contain too much content.
• Disadvantages: A mass amount of people prefer to get information from online sources
rather than read about it on a newspaper, so there is a decline. People who are used to
reading newspapers and listening to the radio are more likely to confuse adverts with other
things that are displayed to them, and consequently it is harder for them to absorb the
information from adverts.

4. The Problem
• ‘The Problem’ refers to a type of advertisement which highlights a certain difficulty
in the audience before it is solved by a product in that advert. In most adverts like
these, the mood would be dark and unsettling while showing a problem and then
it would change as the problem is solved.
• For example, InjuryLawyers4U will always show an advert featuring a random
individual who has suffered an injury (usually at work) and how they get help. By
showing this advert, the company are also encouraging the audience.

5. Benefit Based
• An advertisement which is ‘benefit based’ emphasizes the positive side of a product, intriguing the
audience and encouraging them to buy it. This particular advert is the opposite to ‘The Problem’ as
the problem appears to be solved already.
• This type of advert is shown to promote something new and innovative, e.g. a new version of
IPhone. This particular advert would be aiming to make its predecessor(s) obsolete. Unlike
‘problem’ adverts, ‘benefit based’ adverts have a joyful tone. They often feature a narrative that
helps identify and analyse the key benefits of the product. A person using the product that is being
advertised is usually more than satisfied in the ending. In some adverts e.g. iPhone6 adverts, most
people will notice the benefits straightaway, whereas in certain adverts for cars e.g. #LoveHybrid
advert, people do not realise the true nature of the advert until the ending.
• Most adverts of this type are very informative as they reveal the key functions of the product which
the viewers could also benefit from. They could also change the opinions of the viewer, for
example, if one person heard of a product via word of mouth and assumed it wasn’t beneficial,
then watching an advert based on that product’s benefits would change that person’s mind.

6. Non-Digital Advertising‘Into The Storm’ is a 2014 found
footage disaster film which
follows an unprecedented
onslaught of tornadoes.
The ad does well to depict
the film’s storyline as it
shows tornadoes ravaging a
certain place, as well as
two people who are very
close to death. Unlike
digital film trailers , which
suggest a different story
than the real one in a film,
the content of this ad is
based purely on what
occurs in this film.
The camera is tilted slightly to the left,
almost making it seem as if the Earth
is tipping slowly. This camera angle
implies a much more terrifying
concept than the one shown in the
film itself.
The ad uses the colour grey.
Grey is a colour of
compromise. It is the
transition between black
(which is a negative colour)
and white (which is a positive
colour). This suggests that the
film has two possible
outcomes which are good or
bad.
It only takes a few seconds for
the viewers to process the
information across the page as
there are only is only the title,
slogan, and link accompanying
the large image which takes up
the whole page.
The lighting makes the
whole scene stand out,
and everything is
illustrated clearly.
Unfortunately, the
lighting does little to
remove the potentially
unsettling and dark
tone, not to mention
the dreaded sense of
realism created by the
graphic depiction of
weather disasters and
peril.
The slogan ‘Prepare to Go’ is
positioned before the title
‘Into The Storm’ thus turning
both of them into one quote
likely to intrigue audiences:
‘Prepare to go into the
storm’.
The actual title is printed in
large capital lettering to
separate it from the slogan
and not give the impression
that it all really is one title.
Link to social
media sites
attracts audience.

7. Digital Advertising
‘Godzilla’ is a 2014 American
science fiction monster film
which is a reboot of the
Godzilla film franchise.
These are four screenshots
taken from the Official Main
Trailer. The trailer aims to excite
the audience without revealing
too much of the storyline.
In the trailer, a different story is
suggested other than the one
that appears in the film itself.
This sort of thing appears in
many trailers. For example, this
trailer suggests that Godzilla is
the enemy, but the movie
suggests otherwise. This
particular aspect is quite
misleading as the viewers
might even be slightly
disappointed when the real
nature of the film is revealed.
There are many extreme long
shots in the trailer, mostly
needed to portray the creature.
This is done to create feelings
of fear and excitement within
the audience, because the
creature is so massive it still
seems very close in this type of
shot.
In the trailer, there is a
strong sense of
foreboding because we
are never given a good
look at Godzilla himself
and this builds tension
throughout. The
feelings evoked by this
advert and the non-
digital advert are similar
as the content of both
of them generate the
same emotions.
The whole trailer has a dark feel
to it. There are eerie
soundtracks (e.g. a chorus of
voices) many scenes of
destruction, and mentioning of
the whole world being in peril,
creating an atmosphere that is
tense to say the least.
The end title animation features
red and black clouds to provide
an ominous background for the
title. The colour red is meant to
refer to romance and love, but it
is also a connotation of
violence, danger, and
adventure. Ironically, these
things are clearly shown in the
movie as it is an action
adventure film.
The trailer is 2 minutes and 32
seconds long, so it doesn’t take
too long for the audience to
process the information the
trailer gives them. As a video
however, it does take longer for
the information it provides to be
absorbed by the viewers than a
non-digital advertisement’s
information would, because a
non-digital advertisement is
one still image and it isn’t
followed by anything else,
meaning the attention of the
audience is focused on that one
image.
There are many
memorable quotes
featured in the trailer,
such as ‘the arrogance
of man is thinking
nature is in our
control and not the
other way round’.
A digital movie trailer does tend to
evoke more emotions than a non-
digital advert because it features
music to generate feelings, as well
as moving images which evoke
more adrenaline than still images.

8. Advertising Task 2

9. Print Advertisement 1• This is a print advertisement aiming to promote a German company known as LIQUI MOLY, which specializes in motor oils, additives, and
car care. The ad is trying to intrigue adults who want to maximise their car engine’s performance, therefore it is aimed at a large group of
people (a mass audience).
• The advert attracts the audience by appealing to reason; the product which is displayed is a motor oil, which is used to fix cars. The quote
‘Unleash your engine’s true potential’ convinces the audience that buying this product would be a very smart thing to do while hinting that
this motor oil is unlike any other; it is sure to work. This is known as USP or Unique Selling Point.
• The image of the car is quite large, taking up a lot of the page to attract the audience’s attention. The feature that is noticed first is the
depiction of a stallion leaping from the car’s engine, because this particular thing isn’t possible in reality. The advert exaggerates because it
wants the audience to think that the engine will be faster and that the product won’t let them down. This advert falls into the ‘Benefit
Based’ category in Gunn’s Categories, because it is shown to be emphasising the positive effects of the product. This category does a good
job in introducing a product quickly and ensuring the audience sees the benefits of the product straightaway, unlike a ‘Problem advert’
which does not always introduce the benefits of solving a certain problem straightaway.
The quote is printed in large
capital letters at the top of
the page so it stands out and
attracts the audience’s
attention.
The logo of the company is
displayed at the bottom of the
page to remind the audience of
who made the product.
The image of the car
attracts the audience’s
attention before any
other feature.
Different persuasive techniques are used in this
advert to appeal to the audience:
Through emotional appeal: The product evokes
emotions within the audience using a strong quote
‘Unleash your engine’s true potential’ which
evokes adrenaline within the audience. The image
of a metallic stallion leaping from the car’s engine
might make the audience feel anticipated and full
of excitement when purchasing the product as
they assume from the image that it will have
brilliant results.
By appealing to credibility: The product convinces
audiences to purchase the product through
portraying information that is easy to believe. The
image of the stallion is exaggerated, but it still
conveys the results of using the product: the car
will function better and be ‘faster’.

10. Print Advertisement 2• This is a print advertisement aiming to spread a message rather than promote a product. It is a somewhat urgent
message concerning accidents that happen while driving. This particular advert is aimed at the population of the UK
rather than just drivers because accidents affect other people as well. Therefore it is aimed at a mass audience. The
advert appeals to the audience through evoking emotion; because the depiction of people in danger is rather
upsetting.
• The advert is merely convincing drivers to be more careful on roads because accidents are happening too often. The
quote ‘Think Of Both Sides’ is printed in bold lettering to make it clearer and is effective because it is referring to ‘both
sides’ meaning the people in the car and the people on the road. Credence to this is strengthened by the child in the
road and the child in the rear-view mirror, who are both equally in danger. This is the fault of the two adults in the car
who are both not concentrating when they should be. This is also referred to by the quote ‘Think Of Both Sides’. This
advert falls into ‘the Problem advert’ in Gunn’s categories for the sole reason because it is only highlighting a problem.
The advert doesn’t imply whether or not the problem shown will be solved. It is only referencing a certain real-life
issue that remains unsolved. Therefore the audience doesn’t gain any improved understanding of the product.
Two different images are
connected, making it look
like one child screaming
even though it is two
children probably thinking
the exact same thing.
The lighting inside the
car is darker than the
outside, suggesting
that the two adults
are entirely oblivious.
‘Both Sides’ stands
out for the purpose
of reminding drivers
to keep an eye on
both sides.
Persuasive techniques: this advert appeals to the
audience by appealing to credibility and
appealing to character.
Appealing to Credibility: The advert is trying to
convince the audience by showing an image of a
situation likely to occur in reality. The image itself
is evidence of this. This advert intrigues the
audience through true facts and figures.
Appealing to Character: This advert suggests it
would be morally right to ‘think of both sides’
because it concerns the principles of right and
wrong behaviour. This advert also tries to
communicate a lesson to the audience that can
be derived from a story or experience.

11. Video Advertisement 1
Winter Olympics 2014 Trailer-BBC Sport
• This is a sports broadcast media advertisement about the 2014 Winter Olympic Games taking place in Sochi, Russia. The advertisement is generally aimed at
everyone, so it is aimed at a mass audience. The trailer could intrigue sports fans more than anyone else, but it doesn’t contain any offensive content so
anyone can view it. The advert appeals to the audience by evoking emotion, particularly aspiration because it depicts the contestants preparing for what could
be the biggest moment of their lives, and we are wondering what the outcome will be for them. This particular advertisement uses two different persuasive
techniques. It uses emotional appeal, evoking emotion with slow-motion sequences and attributing negative emotions with stormy and snowy weather, such
as anger or hopelessness which might, in turn, refer to the feelings generated not only within the viewers while watching the programme, but also within the
contestants featured in the advert. The advert makes people elated because it highlights things like courage and determination throughout. The quote
‘Nature: Who will conquer it?’ is effective as it is a rhetorical question addressing the audience and getting their attention. The advert also convinces the
audience to view the programme by making suggestions that it would be a smart thing to do, therefore it is appealing to reason. The elements featured
throughout the video, including strong images of determined contestants who are apparently oblivious to the raging weather around them, provide a good
reason to watch the programme and watch the contestants. As well as reason, the advert may also appeal to logic as it displays facts and events as inevitable
and yet predictable. It suggests it is possible to conquer nature. The quote ‘Nature. Who will conquer it?’ builds on this statement and also suggests different
people have different abilities. It is easy to compare the ways in which the advert is promoted through logic and reason, because logic conducts and assesses
reason throughout the course of the advert. However, there are differences between the two. The advert does offer simple reasons to view the programme,
but on the other hand, it investigates these reasons and hints at the fact that there is unknown truth in connection to nature, which applies to logic.
• This advert might fall into ‘the Symbolic Advert’ the category where certain aspects are exaggerated outside of reality. It isn’t necessarily an animation, but it
can be assumed that these people wouldn’t have been able to remain standing still in the middle of a very cold place during a blizzard. There is some
exaggeration. The audience doesn’t gain much understanding apart from knowledge of an upcoming programme. No particular product is being advertised.

12. Video Advertisement 2
• Nike Commercial 2014: Amazing Free Kick Cristiano Ronaldo
• This is a broadcast media commercial highlighting the fact that Cristiano Ronaldo managed to score blind in ‘the last game’ during the
World Cup 2014. The commercial was made to promote Nike Football, but it could also have been made to remind everyone about
Ronaldo. The advert is animated, and whatever happened during the actual game has been altered into something which people would see
in a video game or cartoon.
• The target audience seems to be football fans and people who are fans of Ronaldo. As an animation, the things that appeared in it were
exaggerated; a person would not be able to kick a ball so high over the stadium in real life. The advert appeals to character or credibility
because it is basically saying you will perform better with Nike. First of all, the advert appeals to character because it appeals to the moral
principles of the individual and focuses on the behaviour of a person likely to use the product. The video itself shows the behaviour of
Ronaldo who uses the product to his own advantage. This advert also uses another persuasive technique: it applies to credibility because
although the advert is a cartoon, it still contains evidence that using the product will have results for the person who uses it. It also focuses
on the product’s brand of quality and uses celebrity endorsement as a famous football player (who may be easily recognizable by the
viewers) uses the product. It also reflects the product’s reliability because the celebrity uses the product and is shown to have become
stronger. He is also shown to be impressed with the results after the kick.
• The advert is trying to convey to the audience that the product won’t let them down when it comes to tough situations. There are also
statistics from an expert (Cristiano Ronaldo). The presence of a famous football player during a game can be considered parody, which can
attract the attention of the audience as it makes them feel happy and aspired. This particular advertisement falls into ‘the Demonstration’,
‘the Symbolic advert’ and ‘Benefit Based’ because it shows the uses of the product, highlights the positive results upon use, and is
animated and exaggerated outside of reality (a person could not kick a ball that high in real life. The advert is trying to intrigue the audience
and make them laugh). The audience gains better understanding of the Nike product as its uses are shown in the advert.
• The advert features a famous football player who is using the product that is being advertised, therefore there is
celebrity endorsement which could convince the audience to buy the product if a well-known individual is willing to
use it. This is similar to a Sky Sports advertisement which features David Beckham using the product, who was also a
professional football player. (Link to video)