Advertising & Marketing Task 4: Campaigning adverts and audience readings

“This is Abuse- would you stop yourself?” Advert

I think the audience of this advert is targeted towards young people as it features a young teen couple. This could also have a secondary audience which could be women because the message is conveyed by a female and she's the one who's been abused since she is the one who bangs on the glass window. It also looks like she's having a mind thought or a later reaction thought of what she should have and have done instead of letting the guys having his way with her.  The advert was directed by Shane Meadows and the home office and they initially wanted this advert to be made so it could show awareness of the abuse in relations towards women. One of the things that Home Secretary said by Alan Johnson "it was essential to change attitudes in order to stop abuse against females", the purpose of the advert is to make help teenagers to recognise the signs of abuse and equip them with the knowledge and confidence to seek help, as well as understanding the consequences of being abusive or controlling in a relationship. One of the way techniques the advert uses is emotional appeal very well, because it creates empathy towards the audience and the audience responds to the advert the way media producers want and expect them to which is a preferred reading. The emotion appeal compels the audience to react and agree with what is wrong in the advert. The advert uses a direct address to the audience because the advert speaks directly to the viewers especially towards the end when the advert adds a rhetorical question, which questions the audience.

Be Food Smart- Change4Life Advert

I think the government can help cultivate a change in the peoples eating habits buy showing different ways how harming some foods can be for our bodies, and then people can realise all the damage that they are doing and take some action to change their unhealthy lifestyles.  You see the method of reputation in the advert where you can see the use of sugar multiple times and I feel like it’s used to make the viewers realise how harmful a small amount of sugar can be in the long run, it’s almost as if the advert creators want the viewers to remember it also so they can change this way and be cautious about how much one inputs. One of the great ways the adverts tries to convince the viewers how bad sugar is the way the sugar was used to make the words. It makes a greater impact towards the viewers because it’s using sugar to show the problems and illnesses sugar can lead to, which ultimately compels us to agree that we should be in control of what we eat. Another method that is used is the expert’s information; it’s used to show the amount of sugar that’s dangerous to us and children making them vulnerable.

The Starbucks #WhiteCupContest Advert

User generated advertising has become so powerful in this day and age because brand consumers are able to be vocal about products by, sharing photos, promoting a hashtag or even tweeting about a sale all through social media. Todays consumers have great opportunities to share their experiences with the brands products, which ultimately helps them in their sales. Consumers trust other consumers more than the direct marketing that the brands do because they believe that consumer can give realistic views and opinions regarding the products unlike paid marketing. The contribution of a collective intelligence audience is a good way of coming to an end conclusion about a product since consumers can easily engage with each other about products. Consumers are now used to having a group of dedicated buyer/reviewers at their disposal wherever they are, and knowing that someone else had a good experience with a product is a powerful motive to buy.