A.D1 Evaluate How Advertisement Types and Persuasive Techniques Are Applied To Appeal To Different

Yr 12 Btec: Unit 15 Advertising Production
Moving Towards a Distinction for Learning Aim A
A.D1 Evaluate how advertisement types and persuasive techniques are applied to appeal to different
target audiences across different media sectors.
Please ensure you have read through the accompanying PowerPoint before completing this
assignment.
Key Vocabulary
Knowledge and understanding Key vocabulary

advertisement types Donald Gunn’s 12 types, realist narrative, anti
realist narrative, talking heads, series, one off –
standalone, animated, documentary style,
surreal, humorous , dramatic, parody
persuasive techniques Logos, Pathos, Ethos
different target audiences Types of audience: mass, niche.
Audience classification: Standard Occupational
Classification (SOC), psychographics,
geodemographics, lifestyle categories, gender,
ethnicity, social class, age range
different media sectors. Billboard, print advert, tv advert, codes and
conventions, slogan, logo, band identity, rule of
thirds, key image, secondary image, package
shot, direct mode of address, typography
editing techniques , layout design, computer
graphics, SFX, representation, copy/text/
anchorage, visual codes, camera
shots/position/angles, sound, lighting
PART THREE – Advert Campaigns Aimed at Women
1. Analyse the following print adverts or Choose ONE commercial print advert aimed at men
and ONE aimed at women of your own. Delete the rest and answer the following questions:
 Please also refer to the additional How to analyse an advert worksheet for more
detailed guidance
2. What is the name of the company/brand? What year was the advert launched and what
was its overall aim? Was it a stand-alone advert or part of a campaign? Where were the
print adverts distributed e.g. magazines, newspapers billboards, bus stop stands, side of
busses etc. (please list suggested magazines or newspapers appropriate to the advert’s
primary target audience if you cannot find the exact distribution information.
Man advert
The name of the brand is called Maxi-muscle and it was launched in September 2015. Its
overall aim was to help build muscles and make them stronger and it provides them with
vitamins and the creators said that “if you drink our milk, you will become strong like this
man”. The print adverts were distributed in UK men’s health magazine. The target audience
is aimed at men who are looking to get stronger and build up their muscles.
Woman Advert
The name of the brand is called Katy Perry it was launched in 2013 and been out since. Its
overall aim was to sell this perfume and its intended to signify a big change in Katy Perry
musical career. The target audience for this is older teen so 15-19 year olds who are most
likely to be interested by today’s media.
3. Identify and explain the target audience (demographics and psychographics) You have the
option to do this in the form of an audience profile.
Man advert
The target audience is psychographics because this advert is based off interests and the
person wants to look a certain way for example the man in the picture.
Woman advert
The target audience for this advert is mostly females but may be used by other people. The
psychographics of the audience include an interest in celebrity culture and people
experiencing change in their lives.
4. Label the codes and conventions on the print advert and explain how the advert has been
constructed to appeal to the audience – refer to the specific codes and conventions of print
advertising Donald Gunn’s advertising types, Logos, Ethos and pathos persuasive
techniques where relevant.
Man advert
This advert has been constructed to appeal to a male audience, in the picture we see the
man being presented as “perfect man”, he has a muscular body and he’s drinking a protein
shake that’s being advertised. This is implying that purchasing and drinking this protein
shake will ensure you will have the “perfect” body too. He is presented as the main image of
the advert. Not only is the man being presented as having this “perfect “muscular body he is
also presented as being very strong as he is hanging by one hand on the edge of a cliff. This
could further imply that drinking this protein shake will give you strength. The outdoorsy
mountains in the background portray his surroundings are filled with adventure. The man’s
strength portrays Ethos because the man is presented as strong while drinking the milk,
setting expectations for other men who also drink this milk. Also there is no landing for the
man to step down on, which puts the audience on edge, leaving them exited to see if the
conditions are capable of testing his strength. Furthermore, the colours on the advert are
very dull and dark, there is some blue undertones to the advert and the colour blue implies
being “boyish” which relates to the man.
Woman advert
This advert has been constructed to appeal to a wide audience who are fans of Katy Perry as
she is the main image on the advert. The brand “killer queen” references the song killer
queen. The woman in the advert is represented as powerful, captivating and influential,
much like Katy Perry herself reflecting her personality and significance in the media today
throughout her brand. The significance of using the word “queen “in the name of her brand
is huge as its illustrating how Katy Perry views herself. In the advert we see that there is a
crown on the floor and the throne is tipped over to the side and then she’s wearing a crown
on her head which could suggest that she killed the queen, and then became the queen
which refers to the word “killer” in the name of the perfume. In the background you can see
that there is gold on the wallpaper which symbolises wealth and power which links to the
title “queen”.
5. Use the following link to analyse the Gillette video advert.
https://www.youtube.com/watch?v=koPmuEyP3a0
6. Carry out some brief research into the company and the advert e.g. What products does the
company promote? How long has the company been established? What date did the advert
air in the UK? What was media reaction and audience reaction to the advert? Explain how
the video advert has been distributed to target the audience (e.g. online/TV etc). Was there
another version of the advert? How was this version constructed to fit the distribution
platform (remember most TV adverts are on average 30 seconds long).
7. How has the video advert been constructed to appeal to the audience – refer to the specific
codes and conventions, technical codes (camera, editing, mise en scene sound
(dialogue/music) Use of Special effects (SFX) / computer graphics) Also refer to Donald

Gunn’s advertising types, Logos, Ethos and pathos persuasive techniques where relevant.
8. Overall how effective is the video advert in getting its message across and promoting
Gillette’s new brand image?

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Yr 12 Btec: Unit 15 Advertising Production

Moving Towards a Distinction for Learning Aim A

Knowledge and understanding Key vocabulary

PART THREE – Advert Campaigns Aimed at Women

(dialogue/music) Use of Special effects (SFX) / computer graphics) Also refer to Donald

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