TASK: Advertisers use a variety of techniques to get us to buy goods or
services. Some of them are listed below. Can you fill in the gaps and find an
example of an advert which fits the persuasive technique used?
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The Anecdote: Personal experience
or story which is sold to us as proof.
The advert opens up with the children's show 'Pengu' playing on a computer which follows a shot of a young boy laughing. He looks to his left and the audience see a live and cheerful penguin next to him. This leads to scenes of him interacting/playing with the penguin like going on small adventures. Scenes included them having snowball fights with the family as well as the penguin and another scene included the boy and the penguin watching a romantic movie, leading to the penguin wanting something similar to that. Once the boy started to realise, he got another female penguin. As the mother of the young boy walks into his room, it is revealed that the penguins are only toys as the tagline "Give someone the Christmas they've been dreaming of" appears on the screen.
This anecdote shows how active one's imagination could be just from shopping at John Lewis. This could reach to any age range as John Lewis' products have a wide age range but they decided to target this advert at young children.
Adjectives: Crisp, fresh,
healthy, nutritious, etc
Adventures In Imagination: M&S Food - TV Ad 2014
This food advert, which ends with the tagline ‘Only M&S’ promises ‘ADVENTURES IN IMAGINATION’. It shows food such as eggs, pomegranate and mince being used to create dishes as well as art, while Clean Bandit by Rather Be featuring Jess Glynne plays in the background. This advertisement really just projects the fun in food and how creative ones mind can be with the different types of food shown.
Repetition: Key points, positives about the product, themes etc
Cadbury's Gorilla - 2007 Advert
This advert consists of a very simple, ninety second tracking-shot across a music studio. The only thing the advert includes is a gorilla playing the drums with "In The Air Tonight" by Phil Collins playing in the background. This advertisement became very popular and had received good feedback. This also meant lots of parodies of the hilarious advert. Around the time the advert was released, Cadbury's brand went up by 20%. It was so simple and repetitive but a well put and smart advert.
This food advert, which ends with the tagline ‘Only M&S’ promises ‘ADVENTURES IN IMAGINATION’. It shows food such as eggs, pomegranate and mince being used to create dishes as well as art, while Clean Bandit by Rather Be featuring Jess Glynne plays in the background. This advertisement really just projects the fun in food and how creative ones mind can be with the different types of food shown.
Repetition: Key points, positives about the product, themes etc
Cadbury's Gorilla - 2007 Advert
This advert consists of a very simple, ninety second tracking-shot across a music studio. The only thing the advert includes is a gorilla playing the drums with "In The Air Tonight" by Phil Collins playing in the background. This advertisement became very popular and had received good feedback. This also meant lots of parodies of the hilarious advert. Around the time the advert was released, Cadbury's brand went up by 20%. It was so simple and repetitive but a well put and smart advert.
