For instance the advert for 'Extra' which is a chewing gum would usually be quite simple and dull, because their isn't much you could do with a chewing gum. So in order for producers to come up with an interesting advert that holds hidden messages in the content they need to think about what benefits the audience could get. They'll often this by showing a person living in a 'perfect world' and referring to or referencing the product as a cause for this unrealistic world.
The Extra advert includes many codes and conventions which make it a subliminal advert, and this is why the targeted audience stay engaged to it. Firstly, I will talk about the target audience for this advert, I would say that they are targeting people between the age of 8-40 both genders and all races and ethnicities. The socio economic is D's-B's. The codes we see in this advert are from the beginning an editing technique, shot-reverse-shot of the daughter and her Dad who is showing he an origami he made from the Extra wrapper. This not only shows their relationship as a father and daughter but also how much fun you can have with something as simple as a chewing gum wrapper which is a positive thing about the chewing gum.
Many extreme close ups are also used to show the origami of the wrapper. Here in this scene it is the daughters birthday and whilst she is blowing out her cake in the background and it is slightly blurred the main focus the camera is showing us is the origami, which tells us that through happy, dear times like a birthday it is there. This could mean two things to an audience, because although the message isn't clear as it is a subliminal advert, one being that the Extra chewing gum is almost a good sign that appears whenever there is a good occasion and it is a mark for this or a reminder to the girl that the chewing gum is going to make her happy. Another editing technique effectively used is montage, at the end of the advert there is a series of short shots showing the girl as she grows and her dad each time giving her the origami he made, this shows a development of the girls life in a good way, where the origami made out of the Extra wrapper always makes every situation better, the subliminal message is that if you have an Extra chewing gum you will always be happy and it will make your life an easy walk in the park like we see in the advert.Overt Messages
girls, all races and genders. A socio economic class of Ds-C1s.
The targeted audience are appealed to with the various codes and conventions we see in this advert. For instance, the editing is quite effective, where there are many cutaways used to show the characters reactions to the young girl acting as an adult and talking in a fashion which adds humour to the ad. This allows a young audience to find it quite funny that the young girl is acting in that way, because they're not used to seeing a young girl that is around their age talk with such authority it is an excitement for them. Another convention we see or rather hear is the music in the background, which is a cheerful, optimistic, this is running throughout the advert and helps it reinforce the message of the advert, that 'you can be anything' the effect this has on the audience is it makes them also have the same attitude, of being ambitious that they too can become anything they want.
Although the advert is promoting the barbie doll, it isn't only focusing on girly things that are attached to girls, as we see in the advert one girl was a football coach, this is an overt message that Barbie want girls to be able to have the same jobs that boys are more interested or prone to having.
Emotional Responses
This advert from 'Water Aid' is about , world toilet day and water aid have decided to make a toilet sing it. I think this advert holds many codes and conventions for which the targeted audience can be engaged to, however there are other things which make it not so appealing.
The target audience here would be both genders, all races aged 10-50 and the socio-economic is ranging from A's- C1's this is because although below C1's can also give to water aid they amy not have a disposable income, where they can have enough to give.
The codes and conventions of the advert really help this advert in many ways making the target audience enjoy it. Firstly, the beginning of the advert starts with a soothing, soft music track and the camera movement is quite slow as it gets closer to the toilet. I think this is a good way of beginning the ad because already you're setting the scene for which the audience can feel certain emotions. These are that once they here this music and are taken by the camera work they can instantly understand that it will be about something sad or on the other certainly not happy.
I think the mise-en-scene of the ad is also quite sympathetic to the ad, where the use of lighting has been done so that we feel a certain way, and give an emotional response. For instance, the lighting is shining from only one side of the room this makes us feel as though the room isn't an environmentally positive place , however the light source helps us
On the other hand another Water aid advert, which actually does make us feel the way we should and sparks sympathy and guilt within us is the advert called 'Lift the Burden'. This advert is aimed at the same target audience as for the other advert above. However, the content is quite different. The first convention there is a voice over where the man's voice is at a really low pitch and unlike the advert above sounds quite serious and direct. This makes the audience alert because when someone is being strict they often talk in this type of way, what he is saying will be taken seriously and with consideration, it is important that his voice is like this because if it wasn't then he wouldn't come across as a serious person who is trying to voice a growing issue of concern.
Another convention we see is the natural lighting throughout, which shows that this is a real life problem that isn't made up or a lie. If the lighting was artificial or even ambient then the audience are going to think this isn't a real life problem and so wouldn't bother to donate anything. Therefore it is important to have the light natural so that the advert can achieve its purpose by reaching out to its target audience and them donating towards the cause.
Celebrity Endorsement
Many adverts we see on television now-a days are accompanied with celebrity's hosting or doing their advertising. This is both to the benefit of the producer/director and the celebrity themselves.
The example I am going to be giving, is the Black Friday advert where the pop star Justin Bieber is going to 'Macy's' a store in canada.
Macy's have chosen Justin Bieber as a pose to anyone else because they know that he is a popular face in the United States and a around the world and that he being in their advert will possibly widen their customers and their company will earn more money. Also as Macy's is quite a well known store in America and they know that many people will watch the advert and recognize it because of its popularity and therefore they will make sure that they choose someone who is also popular in the USA like the Canadian singer Justin Bieber. If they chose an English artist then the advert would seem really awkward because the American audience are not going to recognize that person and so wouldn't be interested in going to Macy's.
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