STYLES OF ADVERTISMENTHumour: Humor appeals make consumers laugh and create an emotional link with the product.

Below is the Lee Evans advert sponsored by Tescos, which is showing the Lee Evans’ BIG tour on DVD at your local store. This style of advertising is humorous as it is selling a comedians DVD therefore some of the best bits of the DVD are going to be shown, to tease the target audience when it broadcasts on TV. By showing some of the protagonists’ best bits, it draws the audience in with humour, which makes the advert more memorable. It is most appropriate to use the style of humour in this advert because of what the advert is trying to sell, it this case a comedian’s DVD. Therefore, humour would be the most appropriate compared to other styles of advertisement, which makes the advert successful.

Surreal: unreal, dream like, something that is clearly from someone’s imagination, rather than based on reality.

The gorilla is presented as playing the drums with extreme enthusiasm and energy used in a surreal style. This is specifically done to target those who are also lively and energetic; attracting the attention of those who seek out things that are enjoyable which could be an audience with psychographics of Aspirers. By using a gorilla to play the drums, it could symbolize power and passion. The reasons for this is because a gorilla is a very powerful animal compared to a human, and is passionate when playing the drums. The gorilla playing the drums could also symbolize gorilla gestures. With this said, the audience get drawn into the scene making them believe they can be as powerful and passionate as a gorilla., therefore the surreal style of advertisement is most appropriate compared to other styles. The ad cleverly builds up the interest level by displaying the product at the very end once the music (Phil Collins – “In the Air Tonight”) has built up and dropped. With all this said, it demonstrates the success in the style of the advertisement. This is because, by having a basic scene with just a gorilla and a drum set, it makes the mise en scene look neat, professional and simple. However at the same time it makes it surreal, interesting to watch and memorable, which encourages viewers to buy their product.

The advert uses a gorilla to show that when even a gorilla is able to have a delightful experience then anyone who wishes to consume the product is able to also, making the advert surreal in many ways. Instantly the advert attracts the audience by using a surreal style to draw them in and build tension. An example would be the soundtrack ‘In The Air Tonight’ which has a big build up to the chorus of the song. Cadburys used this build up to contrast with the gorilla getting ready to play the drums. By leaving a build up, it gives the audience time to engage with the gorilla and get drawn in on this surreal scene. Then it uses a humour style at the end to make the advert more memorable. This was demonstrated when the gorilla begins to start banging the drums, because it is surreal to see a gorilla playing the drums to a famous song.

Famous Faces: Famous faces being used to sell a product

Some celebrity endorsement is used in the EE conga line. However most of the people who were chose for the roll, are actors/extras from all around the world from different acting agencies…One of them was me! (At the end) the persuasive technique used to grab the target audience’s attention was the use of Bandwagon. This was shown when everyone on scene was apart of the conga line and having fun, whilst all being on the same mobile network. There is also a use of the Plain Folk technique, as the advert is an ordinary setting with ordinary people socializing and having fun. The complexity in the advert lies in the fact that a Hollywood celebrity Kevin Bacon is represented in this advert as Plain ordinary Folk. This comes through the use of costume, and his mode of address. Therefore although Ethos is being employed through the use of the credible Kevin Bacon, the further technique of Plain Folks suggests that this is a practical product for ordinary people. With this said, the use of Extras made an impact on the outcome of the advert.