This document provides information on different types of advertising techniques and strategies. It discusses 12 types of advertising identified by Gunns, including demonstrations of products, showing problems and symbolizing problems, and comparisons to competitors. It also discusses ways to categorize target audiences, including psychographics, demographics, reception theory, and social grades. The document then analyzes advertisements from Virgin Media, AA, and a pop-up ad, discussing how they utilize various advertising techniques and codes to appeal to target audiences.

1. Unit 15
LA A
Gunns 12 types of advertising
1.Demo. adverts that show the product and demonstrate what it does and how its beneficial.
This is in hope of persuading the customers to buy the product
2. Showing the problem. Shows everyday relatable problems and markets the product as a
remedy. The adverts are created for relatability for the targeted group making it highly effective.
3. Symbolise the problem. Conveys the product as the solver of problem. But the problem is
symbolised through an analogy or exaggerated graphic.
4.comparison. The adverts compare the products to other competitors with best selling
products.in these the advertisers product is conveyed as superior.
Categorizing the target audience
The ways in which target audience can be classified are. Psychographics, demographics,
Reception theory and social grades.
Psycographics analyse
consumer lifestyles to create an audience profile.they are listed as reformers, strugglers,
explorers, resigned, succeeders and aspirers. Shown on the table above. This can range from
consumers seeking status or seeking enlightenment.

2. Demographics are about the audience, such as their age, employment status, interests and
hobbies,social grade and where they live. This will allow the company selling a product to find
their ideal target audience and market the product to them.
Social grades are based on the person's occupation. It shows everyone to be classified by a
grade such as E or C1 etc.these run from being unemployed or a higher management position.
Reception theory is the main way in which audiences read ideas. The theory states media texts
are encoded by whoever produces the text, they fill the product with messages and values.
Afterwards the text is decoded by an audience by different ways and usually not what the
producer intended
Dominant reading - how the producer wants the audience to view the media text.
Oppositional - when the audience rejects the preferred reading, and creates their own
meaning for the text.
Negotiated - a compromise between the dominant and oppositional readings.
I will be analyzing 3 different adverts across different platforms. The first advertisement
is part of a campaign with Usain bolt to advertise virgin media's superfast fibre optic
broadband, the campaign has stretched across multiple platform from tv to billboards
etc this featured gold medalist and man who is known as”fastest man on the planet”
Usain Bolt, this is clever marketing that was used to sell virgin media's broadband, the
use of usain bolt alludes to virgin media being the fastest broadband on the planet and
follows type 8 of the 12 types of advertising as the use of a celebrity known as a
household name, richard branston is the founder and usains fake beard is a reference to
him and personifies how richard branston has been aiming to double speeds for virgin
media users. This is mainly targeted to people who are interested in the fastest Internet
possible. their signature colour is red and the poster is covered in red, a lot of viewers
will know right away the company that is advertising because of awareness.

3. Codes and conventions in tv adverts
Codes:
Camera techniques, framing, depth of field, lighting and exposure (technical)
Objects, setting, body language, clothing and colour (symbolic)
Headlines, captions, speech bubbles, language style (written)
Conventions:
Camera angle and shot, editing, lighting, sound, music, computer graphics, special effects
Techniques
Emotional association, celebrity endorsement, unique selling points, brand identity, lifestyle
appeal, repetition, shot tactics, sex, direct adress, steryotypes, music
in 2005 The AA released an advert to be aired on british daytime tv that featured a man
standing in front of a very expensive sports car acting like he is the owner, being meticulous
with it and catching eyes from passers by while a voiceover says “call the AA for a car loan and
you might be surprised at what you can afford” this voiceover insinuates the affordability of AA
car loans and the imagery suggests that the average person can afford to loan an expensive
sports car similar to the one shown in the advert if they loan from AA.
https://youtu.be/RztLolRQDVA?t=85
the camera then cuts to a better dressed man walking out of a building while looking exactly
the same as the 1st. They greet each other with the same names and it is revealed that the car
is the second man's car. The 1st man then sheepishly walks back to his car which is revealed to
be an average red car. this story suggests that these 2 men are the same therefore have the

4. same income however the second man loaned a car from AA while the 1st one personifies AAs
competition this comical twist is meant to stay with the audience and the audience will
personify the sports car with AA and the average car with their competition. This advert is
mainly aimed at young or middle aged adults who treat their car as a status symbol. This is
clearly shown by the passers by looking at the sports car with happy looks exaggerating and
suggesting people will think more or less of you based on what car you drive. This advert
perfectly falls under type 2 of gunns 12 types of advertising showing the problem directly, the
problem being that you can't afford a flashy sports car.
The director uses a lot of the typical codes and conventions of TV adverts, Regarding camera
angles, movements, shots, framing, lighting etc. an example is when the second car is
introduced as being not as desirable as the first one this appeals to the average person's
lifestyle (lifestyle appeal)as well as this brand identity has been used a few times in order to
promote their loans
There are many different platforms to advertise on; one of the more recent ones are pop up
ads that appear at the sides of websites or spaces the website isn't using, this is usually for the
developer of the site to make a small amount of money in order to fund the costs or just to
pocket. because the ads are at the sides they have to be eye-catching in order to lure the site
user to click on them so they can make money on their product or service.
An example of a pop up ad that appears at the spaces of websites, The “FREE” is in bold really
trying to sell you on what you would get out of it without saying what they want for the Ebook
this product is advertising what most people visiting a marketing site would want, social media
followers or in this case “subscribers” once you have been caught by the free it promises a
proverbial get rich quick scheme saying “simple tactics to attract life-long customers through
real world examples” the adjective and noun “life-long customers” is in bold making sure it
highlights the Benefit you get. the term “real world examples”

5. is used to make it realistic as if there is a simple algorithm for gaining customers that no one
has cracked yet but they are giving just you the secrets for free this gives the viewer a personal
connection to the ad and will trust it enough to click.
below the info there is a yes and no button the YES has a subheading once again reenforcing
your Benefit of a free ebook on growing your subscriber base it is lit up in green, green suggests
positivity as if you are making the right choice by clicking yes. however the no is grayed out as if
you will be making the wrong choice and will therefore suffer for it the sentence “ill stick to my
gut” on the no button is also manipulative as everyone knows sticking to what you think may be
best without any research on the matter is unwise.