The document discusses several topics related to advertising including: 1) How target audiences are classified using social grades from A to E based on occupation and socioeconomic status. 2) The importance of platforms and targeting ads to the appropriate demographic based on factors like age and interests. 3) Common codes and conventions used in different types of ads including TV, radio, and print. Techniques like camera angles, editing, music, graphics, logos and slogans are discussed. 4) Examples are provided of ads that effectively use these techniques including a Coca-Cola radio ad and a KFC print ad.

1. Unit 15 Advertising
Layton Mensforth

2. This advert uses the ninth format of Gunn’s 12 formats of
advertising as it uses Ronaldo to promote the product. This advert
shows Ronaldo as the dominant image which draws the audiences
attention directly to him as he takes up the majority of the page He
is also positioned at eye level this advert also uses direct address as
it shows him staring directly at the audience a

3. How are target audiences classified?
The target audiences are classified by using social grades, This is a scale from A-E.
Social grade A is around 4% of the UK who have high managerial spot in rather well known and successful
companies for example CEO's etc
Social grade B which is around 23% of the UK who are in a intermediate managerial position and also
administrative workers.
Social grad C is split into C1 and C2, C1 is people in a supervisor type role and also people in a junior managerial
position this is around 29% of the people in the UK. C2 however are people who are in a skilled manual work
position this is estimated to be around 21% of the UK’s population
Social grade D is around 15% of the UK’s population which are people who are semi to unskilled workers.
The final social grade is E these are people who are either using state pensions, Casual/low grade Workers and
people who are unemployed. The has been estimated to be the equivalent of around 8% of the UK.
The target audience of adverts are also classified by Lifestyle and ages, These are referred to by marketers as AIO’s
(Activities, Interests and Opinions) These are helpful for the marketers because the will aim there product towards a
specific target demographic. For example if you are marketing a video game you will aim towards are more teenage
demographic as they take up a huge percentage of the videogaming audience.
The platform is a huge part in classifying the target audience because you must ensure that you are marketing your
product for the correct demographic. This is key when aiming a product to a more younger audience because you will
want to make sure that you use a lot of social media marketing due to the fact that a huge percentage of people on
social media are early to late teens.

4. https://youtu.be/h4s0llOpKrU
This advert uses the tenth type or Gunn’s 12 formats of
advertising. This advert starts of with a model walking down a
street with the sun setting in the background as well as having
palm trees. The product Dior has a huge target demographic and
is a product which a lot of people look for. This advert seems
although that it is trying to sell the audience the subjects
lifestyle this is because as the advert carries on it shows clips of
the subject living the stereotypical live which is wanted by many
people. This therefore entices people to buy the product
because the message of the advert is that pretty much if you
buy the product then you will be able to live that life. This
message is also successful because the products target
demographic is for people aged around 15 to 40. Therefore
when people are younger they tend to believe these adverts.
This advertisement also features a rather attractive model who
would stereotypically be viewed as the ideal woman. This
advertising techniques a very popular in the beauty industry
because it convinces the audience which are usually younger
that if you buy the product you will look like the socially
constructed depiction of the ideal women even though it is a
highly unrealistic transition.

5. Codes and conventions of TV adverts
The main codes and conventions which we tend to see in TV adverts are Camera Angles and shots this applys an
interesting take to the overall quality and and appeal of the advertisement this is because the use of creative camera
angles which is very significant part in drawing the audiences attention to the advert. It is often to see wide shots, pan
shots, close ups and birds eye shots these shot types are likely to drag the audiences attention due to the authenticity.
Editing is also used quite a lot in TV Adverts this often consists of cuts and sudden fades that quickly switch the
meaning of the scenes this is useful because it keeps the audience interested in the advertisement. There is a very few
adverts in which you can find no editing this therefore shows how important editing is when trying to create a
successful advert. The lighting is also changed quite a lot and is also enhanced in the adverts this is often done to
make the protagonist of the advert seem more powerful and majestic. Lighting is also used to represent the male of
female gaze which is associated with the use of strong or dim lighting.
The sound is a key aspect within TV advertisements. This ranges from the use of sound effects which we often see in
adverts such as footsteps and things such as gunshots or explosions these are effects which are often seen throughout
the majority of TV adverts. We can often see a voice actor which usually gives a quick run-through of the product such
as the name of the products and some important information about it. Another key aspect to tv adverts would be
music as it is often used in order to make the advert less bland and more exciting. These are often songs which apply
to the age group of the product.
Computer Graphics are seen on practically every advert which we see on TV. This quite often includes changing the
backgrounds and also adding things such as colorization effects this is often used in order to enhance the actors, Again
depending on the type of advert you can create action packed effects such as fire and explosions. These type of effects
make the audience feel more inclined to purchase the products

6. Computer Graphics are seen on practically every advert which we see on TV. This quite often includes changing the
backgrounds and also adding things such as colorization effects this is often used in order to enhance the actors, Again
depending on the type of advert you can create action packed effects such as fire and explosions. These type of effects
make the audience feel more inclined to purchase the products Because of the many creative aspects which can be used
in the advertisement. A successful example of this would be Nikki Minaj’s Pink Friday fragrance advertisement which is
seems to have a rather large portion of the commercial aspect edited in many different aspects.
Logos are often seen in the majority of adverts. These are used in order to insure that the audience remember the
product and the company that had created the ad. A extremely successful example of this would be McDonalds as they
show the very iconic logo on every McDonalds advert that you see on TV. This has cause the majority of the population to
know the golden arches as being McDonalds symbolic logo

7. https://youtu.be/pDj8QYigFnw
• This coca cola radio advert uses Gunn’s 11th type of advertising (Unique Selling Point) as at the
beginning of the advert it mentions the product “Coca Cola” this lets the audience which product
this radio ad is advertising. This is followed by sound effects from what sounds like a beach this is
because this advert was advertised during the summer which creates a sense of imagery to the
audience as they imagine it to be a beach with people talking in the background, birds in the sky etc.
following this you can here what the advert makes you believe is a sound effect when in reality it is a
bottle of coke being opened. Towards the end of the advert the voice actor says “Coca cola, open
happiness” which is a good way to promote the product as it makes people believe that if you drink a
bottle of coke then you will become happier in a sense when in reality that is not true. The advert
also used sound effects related to summer to kind of remind the audience that its summer and to
also give of a sense of good vibes to the audience

8. Codes and conventions of Radio adverts
Radio adverts often last between 15 to 60 seconds however on an average they only last around 30 to 40 seconds. They
are often short because their isn’t a lot of time to fit extremely long adverts in.
Radio adverts will usually tell you the main qualities of the product in a short period of time and give you a few reasons
why you should purchase that product.
Radio adverts will also often use something which is known as a “Jingle” this is used to make the advert have a sense of
being a bit more unique compared to other adverts especially if it had a rather catchy jingle as well as this there is usually a
voice over on top of the jingle
Most of the radio adverts which I have came across have a male who is the voice actor however I know that there are quite
a lot of adverts which also use a woman’s voice.
Each radio advert will include the slogan to the product somewhere within the advert
The advert will also have the language of the advert tailored towards the target demographic of the product for example if
the product is aimed towards a younger audience then there will not be any language used which is not suitable for them
Radio adverts usually have a direct mode of address as when directly addressing your audience make them more likely to
purchase the product.
Radio adverts usually include a more upbeat/lively voiceover this is mainly done to draw the audiences attention as they
would rather hear somebody who seems happy rather than someone voicing the advert is a more sad/ depressing tone. It
is also quite often to have somebody how has a easy to understand British accent and also somebody how speaks
extremely clearly this is so that the audience can easily understand what is being said. The voice actor who is the advert
will also almost include heavy persuasive language to persuade the audience to purchase the product.

9. Codes and conventions of a print advert
The main codes and conventions which we see within print adverts would be having an interesting heading this is important to
have because you want to have a heading that is going to stand out from other adverts and also something that will grab the
audiences attention for example in the print advert which I had chosen the heading is “Share the taste , Share the passion” this is
a catchy heading which stands out and is linked in with the theme of the advert with the meaning being share the KFC and the
the passion of playing football.
It is also important to include the logo of your brand for example in a McDonalds advertisement we would expect to see the M
which is their signature logo. In the advert which I had looked at you can see the signature KFC logo which had been placed in
the bottom left corner of the advert.
Another thing which we would generally expect to see on a print advert would be the slogan for example McDonalds slogan is
“Im Loving It” this is something which we see on every McDonalds advert. This is often used as it is something which the
audience will associate with product without even seeing the logo for example the I'm loving it slogan is something which the
audience will know is associated with McDonalds
Most print adverts use a specific colour sceme for example McDonalds stereotypically use a Yellow and Red colour scheme which
is something which the audience will have grown accustomed too