Guinness:

Guinness is an Irish draught stout, first produced in the year 1759, owned by Arthur Guinness
whos company is Diageo. The Guinness noitulovE commercial was directed by Daniel
Kleinman from Kleinman Productions, and was handled by the agency Abbott Mead Vickers
BBDO. The is a high concept, high budget and high production value advertisement produced
by Johnnie Frankel at a cost of 1.3 million as part of a 15 million campaign. launched on 3rd
October 2005 on television it has received over 30 top awards including the prestigious Cannes
Lions Film Prix, from professional organisations in both the advertising and television industries
and was the most-awarded commercial worldwide in 2006. Following this campaign the advert
proved to be a critical and financial success with Guinness achieving its highest ever volume of
value shares and became the market leader, Guinness reported that its year-on-year earnings
had noticeably increased, also increasing the brand awareness and identity worldwide.
Guinness stuck to the rules CAP by making sure their actors looked over the age of 25.
Although the Guinness noitulovE commercial is a stand alone advert it has maintained the use
of the theme of the time and their slogan Good things come to those who wait. This advert
specifically targets men in their late 20s to mid 40s, mainly working or higher class people C1
and above, who would possibly go for a quick drink after work with friends. O
ne of the unique
selling points for draught Guinness, is that it's distinctive smooth, creamy taste is achieved when
it is correctly poured in three separate stages - pour - settle - pour hence its slogan "good things
come to those who wait." However, this process is also cause for criticism so the advertiser's
aim is to turn this negativity around by selling its weakness as it strength i.e. turning the 2
minute waiting time into something positive - something which could only be appreciated by a
more mature, sophisticated drinker. The storyline of the commercial is of three male friends who
travel back in time to the beginning of time. When the three male friends go back in time, we
see the advertisers have used a CGI animation in order to represent the ice age times etc.

From the opening scenes we are bombarded with so much information all in four seconds it is
difficult to separate the ideas but it is immediately apparent that the advertisers are exploiting
and playing on our need to conform and our gluttony for drink that we do not need. By making
this connection advertisers want us to associate drinking and socialising as going hand in hand.
It starts with a BCU of three men, two in shallow focus to the left of the frame increasing to deep
focus on the man in the foreground. Were positioned to feel as if we are in the same space
actually standing next to them at the bar because the camera places us as if we are the fellow
drinker allowing us to see the brand identity of Guinness written on the side of the glass (shot
1). This introduction to the product is unlike past campaigns where the identity of the beer was
always withheld until the end of the advertisement but here the creators introduce the brand
name from the very start creating inversion because it is the opposite to the usual way they
produce their adverts. A non-diegetic, epic orchestral fanfare synchronises with the action in the
first scene just as the man takes his first sip giving the impression that something really
important is about to happen. Appearing serious and warmly desirable.
As we cut to scene 2 we see the advertisers have used Repetition of the Rule of three to create
a familiar, warm and welcoming realistic setting w
here serious drinking appears to be a social
experience, we see this in the use of the warm brown and cream tones in the pub. These
colours and the setting which seems like a calm environment almost like a place to relax after a
long day at work suggests a sophisticated type of drinker, an aspirer, intelligent young men
SOC C1 or above. A WA medium long shot of the three men who are now standing opposite us
on the other side of the bar behind the iconographic 3 draught pumps, which suggests to us that
it is a pub. This use of iconography helps to establish a traditional pub setting especially for
regular pub drinkers while actually placing us in the story because from our POV we are
positioned as if were bar staff looking at the 3 men, of different heights and ethnicities looking at
the camaraderie between them as they interact as a social group. The use of conformity plays
on our human need for being with other like-minded people because as humans we tend to
associate with other people we feel comfortable and relaxed with, people we can hold good
conversations with especially when socialising and drinking has the psychological effect of
making us feel good because we feel the sense of belonging, almost like a confidence boost to
our self esteem. Social acceptance is a very basic human need because it makes us feel good
when we know that other people like to spend time with us and likes to be in our company. We
feel better about ourselves and our perception of ourself enhances our self esteem because it is
in human nature to only go to or sit with people who make us feel like we belong. Repetition of
the rule of three is everywhere as we find that the colours of the mens jackets are similar to

their skin and hair colour, which creates visual references not only to add to the sense of
conformity but once again cleverly follows the colours produced in the pouring procedure. Three
men drinking the same brand of beer is quite unusual as often different people have different
tastes from each other so this not only shows their unity and sense of friendship but, I think,
most importantly and significantly is the covert message that this is an excellent and exclusive
product.

The unique taste of Guinness is reinforced at 0.04 when a BCU of the man with blonde hair licks
his lips with a nod to show his utmost satisfaction with his pint suggesting that yes, it was worth
waiting for. This action could also be seen as representing personal success as beer is often
advertised as a way of celebrating or rewarding success, this may therefore suggest that these
three friends are there as a reward after a long days at work. The way they have combined
gluttony with our need for conformity lets the associate drinking as a social habit once again
creating the idea that this is a supreme quality drink.

Then at 0.06 the action takes the audience totally by surprise a

nd happens simultaneously as
the music changes to an upbeat soundtrack because in what seems like a continuous edit but is
in fact a reversing of the footage to make the men appear as if they are walking backwards as
soon as the blonde man puts down his glass. This use of Inversion as a persuasive technique is
hilarious and immediately grabs the attention of the audience allowing them to become more
interested and engaged in the commercial which make them more aware creating enigma as
they will want to know what happens next, targeting aspirers. The advertisers take us on a
journey going back in time over 50,000,000,000 years to prove how long the wait has really
been for such a perfect pint, an epic journey for the audience. By the time we are outside the
pub the scenery is already changing from modern city buildings to Edwardian Britain and the
mens costumes have changed accordingly. This use of inversion is the main strategy that helps
flip or reverse the negative connotations into a positive exciting period of waiting time, c reating
excitement and enigma encouraging the viewer to keep on watching. Of course advertisers are
not allowed to imply that alcohol makes you feel good or suggest that changes a person's
behaviour in any way so now they cleverly throw in t he lyrics, tingle in your feet subtly
following the rules of the code of advertising practice, not allowing advertisements presenting
alcohol as a drink which gets the consumer drunk.

Intertextual references is a well used technique in television advertising in order to link familiar,
popular songs to the audiences weakness for gluttony. Rhythm of Life has built an emotional
connection with the baby boomers and generation X audience, at ages of 30s - 40s, the song
in the audiences childhood, as the song had first come out in the year 1983 by Sammy Davis
Jr, also being intertextuality. The parallel actions to the song has been effective as it prevents
confusion in the audience and creates interest and flows better. The use of the song and the
olden type pub could appeal to the audiences sense of nostalgia, as the going back in time with
the song makes it seem like the sound of a tape recorder, reminding older audience of days of
finding a favourite song on an old tape and the time it would take to rewind but it was always
worth it, just like the wait for the perfect pint.

As we follow the friends who stick together throughout the epic whole adventure Humour
through the use of a surreal narrative in order to help the audience not only engage with the
commercial but to also make them interested by making them enjoy the commercial. We find
that this has been used in the idea of the ELS shots of the 3 friends always walking backwards
(0:08), the CUs of the cavemen with the weird unsure face (0:17), the use of the clothes flying
off of the creatures through the ELS (0:18), the idea of the animals suddenly flying in the sky
shown to us through the use of an ELS, and the use of the diegetic urgh at the end from the
mudsucker. The use of humour and enjoyment in the commercial would help make it more
memorable for the audience, helping it become more constant in their mind so that the next time
they go out they will remember the drink they enjoyed and would want to buy it to actually feel
the enjoyment inside. This could therefore target audiences who are slightly younger such as
the 25s, possibly younger as they may be more able to understand the humour and may find it
more funny, whereas an older audience may feel less humorous about it.

0:42

0:17

0:44

0:19

0:08

0:15 to 0.19

at 0:42 seconds, we see 3 mudsuckers drinking the mud which reminds us of the product
Guinness, as we see that the 3 mudsuckers come up in the pouring order one by one, also

being repetition, we find that they appear synchronised with the beat through the use of a LS,
allowing us to see the whole creature. We see them one by one along with the lyrics Rhythm of
life.., landing in order also with their fins appearing in order of the process, which reminds the
audience the 3 stage process of the pouring. The idea of the use of the right mudsucker drinking
and making the facial expressions (0:44) reminds the audience of the the guy on the right, in the
opening scene, also drinking the pint of Guinness and the creature on the right midway through
the commercial, tasting the ice and making facial expressions.

0:46

0:08

0:25

Shot 2

0:10

Final shot

0:15

0:29

Cillit Bang:
Cillit Bangs The Power of Bang, unlike Guinness is a low budget advert, it was first
broadcasted on 6th March 2007, made by Jay Walter Thompson who is owned by WPP, Martin.
Cillit Bang is a brand which sells domestic products such as washing up liquids and cleaning
detergents. Their advertising agency is Reckitt Benckiser Group plc, who is a multinational
consumer goods company. The Power of Bang because of his celebrity status the Barry
Scott character has become a recognisable part of the brands marketing usp along with their
brand name and their Power of Bang tagline. C
illit Bangs The Power of Bang commercial
has also played on the human fear for our health and the wellbeing of our children the
audiences fear for health, we find this in the commercials use of having the dirty environments
and sinks turned into the clean more hygienic environment. Specifically targeting mothers as
they would be feared for the health of their loved ones who they may believe are at risk if they
do not get rid of the bacteria and dirt they may have in their house then their children could get
become unhealthy and are vulnerable to catching diseases, In order to prevent this The advert
aims to persuade viewers this they would then buy the product and use it in their homes
providing themselves a safer more hygienic environment to live in. We find there are CUs of the
clean toilets and sinks which refer to the idea of the product providing clean and hygiene
therefore health. The storyline of this low budget, 20 second commercial is through the idea of a
tv show format, simply introducing the cleaning product, the commercial begins with Barry
Scott introducing the different and the unique side of the product and why it is different from the

rest. The advert has been cleverly structured to reveal specific information at particular times in
order to have the maximum impact on the watching audience.

1 to 3 seconds
Barry Scott played by British actor Neil Burgess who brashly endorses the product overturns
the use of celebrity endorsement because brashly enthusiastic character Barry Scott (0:01).
Neil Burgess, who has narrated all their commercials has appeared in films such as One in a
Million 2009 and taken the stage in theatre plays like Sleeping Beauty in 1995. So this targets
audiences who may have watched his films and plays or simply know him as a celebrity in the
Cillit Bang adverts. This recognition means that the audience may feel some connection or
association with the product as the narrator is someone they are familiar with this would make
them feel more trusting towards the product as they are not hearing about it from a stranger,
The use of a familiar male actor specifically targets a female audience not only fans of Neil
Burgess but any female that appreciates a good looking man. Females mainly housewives who
do a lot of cleaning at home and require a trustworthy product, whereas males do not take any
particular notice of the contents and results of the products most of the time. The idea of solving
a problem is also given in the first shots, as we find that unlike many other domestic product
adverts this advert, has put the before and after first, this automatically grabs the attention of the
audience as they are looking for a product which will give them instant beneficial results.

0:05
0:06
0.06/7
... but with the
power of
BANG!!!
The use of a male in a cleaning product advertisement definitely targets men and one of the
customers for this product as the use of the male presenter could result in the thought that men
clean too and also want to live in a healthy clean environment. This would therefore target and
possibly persuade and convince men into actually doing some cleaning themselves, this could
also target single men living on their own providing them with the product that they need in order
to get cleaning done quickly as men tend to be lazy when it comes to cleaning also linking with
the use of sloth. The advert only features Barry Scott at the beginning and end of the
commercial and leaving the rest of the advert to female characters in the middle sequences.

The actions and words of the character look very big (0:06, arms crossed - looks like he is in
charge) and almost as if he has the authority and power and therefore may be useful in order to
persuade and target the male audience that this product will bring them strength and they will be
like Barry Scott if they use the product.

0:07
The thing is, I know...

Its fantastic

... it kills all the germs

.on bathrooms ...look at how well

... and look how white it is

it cleans

... my sink!

The advert has used maternal love created through dialogue as it uses direct female address
and imperatives to instruct the audience to look how white it is and ..look at how well it
cleans my sink. The advert uses females to create the idea of maternal love as a way of
stereotyping mainly mothers and females in general as the ones who would want the best for
their household and health as the product could affect the health of the consumers. This may be
seen to happen through the idea of domestic products being bad for health due to its strong
smell and all the dangerous ingredients that may be used in it in order to have a stronger effect
on the dirt. The use of maternal love in the next two sequences is to be expected because the
advertisers are selling a domestic cleaning product and they assume and stereotype the idea
that all household cleaning is carried out by women. However, this is cleverly linked to the idea
of conformity and pride. We find conformity in the advertisers use of the two female characters
(around the ages of 25 & 40) who appear at (0:07 & 0:11) their role is to give us real evidence
to the audience of how good the product is, the results of the product and simply why they
should buy it. The women in the advert have not got glamourous makeup or costumes which
may suggest that they are everyday mothers, also suggesting that the advertisers have used
real people rather than actors which could act out these people. This may therefore make the
product look more trusting and real. The colour palette changes from the previous empty white
frame to the warm yellow decor, while we see the 1st women showing the before and after
while saying The thing is look how white it is!, through the use of sound bridge as we dont
see her anymore and instead hear her voice as she pours the product with the vivid yellow

glove and the CB takes action, in the 3 seconds she is shown on screen. The before and after is
effective as it shows to the audience that the product solves the nasty problems of having
germs and dirt all over our bathrooms etc. The fact that both their toilets and sinks are in such a
disgusting state suggests they are targeting a sense of pride or conformity - no one would want
visitors coming to their homes with a bathroom or toilet that looks so disgusting. Therefore
making the audience feel as this is the best product because they have been shown evidence of
the before and after effect. This use of conformity plays on our fear of not being perceived as
clean to other people of dirty if they do not use the product, Advertisers know that females tend
to have characteristics where they like to compete and win, a sense of envy is created, almost
as if the women are saying My house is cleaner than your house, wanting to be a proud
housekeeper, as they tend to be jealous of other women. The female audience want to aspire to
the clean, white hygienic cleanliness that these mothers represent, therefore the use of the
females in the product who get amazingly, white clean results will make the female audience
feel as if they need the product as they need to be as good and even better, if not used they
may believe that they will not only be losing the competition but they may feel as if they will
lose friends and not fit in as they may be seen as being dirty and unhygienic. This would
therefore result in the female D1, D2 or E audience buying the product and therefore also
possibly feeling pride, however, as advertisers target those who can clearly afford to buy the
products being advertised, this may suggest that this housewife women is a stay at home
homemaker etc, which would therefore suggest the enigma of there being an unseen male (just
like in the Ariel advert) who probably earns the money for the needs.
Identification is used as a way of getting the female audience to recognise that the women are
presented as everyday looking women.mothers just like themselves people who should be
admired or looked up to as they have incredibly clean environments The first woman is seen
walking into her toilet before using the powerful product which is very good at cleaning may
also make the characters look admirable. The use of the characters being different ages also
helps the commercial show the targeted audience which clearly is any age group, as one of the
ladies seems like shes in her late 20s and the other looks more like in her 40s, this therefore
would also help target a particular audience.
The womens dialogues is diegetic as they look at the camera to speak directly to us There has
been a use of emotive and instructional words like I know it actually kills the germs.. and Its
fantastic look how well it cleans my sink! which would also automatically persuade the
audience by appealing to their fear of conformity persuading them to buy the product. The use
of the words I know by the first mother makes it sound as if the mother is sure about the
product and also makes it seem as if the product is great as we see the immediate results, this
making the viewer consumer feel more sure and confident in the product as they know that if
they buy the product it will make a big a difference. Feel more confident before buying the
product as they have evidence from people who are normal like themselves which may not
only make the potential consumers feel as if they should be better than them and buy the
product but also may make the audience feel as if it is more trusting as it isnt coming from an
expert but someone like themselves, who would generally be people who understand the

difficulties of cleaning and would tell their honest opinion about the product in order to advice
the other housewives.
Barrys non-diegetic voiceover returns loud and harsh almost shouting

Toilets

bathrooms

kitchens.

sinks

The screen is split into four to emphasise the four places in the home where hygiene is
expected. The non-diegetic male voiceover at the end sounds like the voice of authority as it
sounds like he is simply summing everything up, this could therefore also be a reminder for the
audiences that this is the product they need.

BANG. and the dirt is gone!

The repetitive use of the products usp colours used throughout the advert are all used for
different reasons but all have the same result - to remind us of the product. First we see in a two
ELS the purple of Barrys shirt, which acts to remind the audience straight away of the product.
product and brand. The pink and yellow background seen in the LS at 0:04 seconds in followed
by the yellow gloves worn by the two female characters all work to reinforce the products brand
colours in the minds of the audience. The use of these allows the audience to identify and
become more familiar with the product, so that we can associate the colours with the brand
which increases brand awareness in the same way that we associate the white, green, red and
blue of Ariel with the laundry cleaner or the red and white of Coca Cola. Repeating the
products usp also makes it memorable and easy to spot the product in the over packed
supermarket shelves saving them time once again proving that the advertisers wish to target
audience such as mothers and housewives. T
he use of the purple as a royal or regal colour,
reinforces its status as something of great importance. So, like Guinness, Cillit Bang which is a
mainstream product is elevated to an aspirational product or into something that should be
desired, which may make the audience believe and feel that they are getting a really good
quality product.

Another use of repetition is the use of the word BANG!, which is diegetic in the opening
dialogue and re-used by the non-diegetic voiceover near the end, by Barry Scott, which is not
only the name of the product but he also uses it as a verb when he says it has the power to
clean with a BANG!, this means it will automatically associate the product with an action and
being repeated which is also included in the product makes the product seem like it seriously
makes a difference, the use of this word makes the audience feel as if the dirt is gone with a
BANG!. Thus creating the feeling of the product being extra effective with getting rid of grime
and dirt, giving the the impression that this product has strong cleaning powers, elevating its
status as if its superior to other cleaning products. Along with this There has also been a
repetitional use of the before and after effects of the product (shots 1 & 2, 7 & 8, 10-13 and in
the split screen shots above ) - from filthy dirty and unhealthy looking to a pure white clean
healthy surfaces once again creating the sense of exclusivity and something special. Our
weakness for Sloth is also played on as Cillit Bang is seen in several close ups to clean many
thick layers of dirt with only one wipe, targeting people who do not necessarily have the time to
put lots of effort into the physical scrubbing usually needed to achieve a clean and healthy
environment. This therefore also covertly compares Cillit Bang with other cleaners because
men and women will appreciate how easy it seems the product will thoroughly clean even the
most grimy of places. This is targeting working audiences who do not have enough time to be
spending on cleaning, including men who arent always great cleaners. Hopefully increasing
sales as people will believe that this is the only product that will help get rid of the awful amount
of thick layered dirt in the shortest period of time.

Ariel:
Ariel has first been produced in the year 1967, in UK and was the first detergent with
stain-removing enzymes and is marketed in many other countries. Ariels Pure clean series,
medium budget production and high concept advert has been created by Saatchi & Saatchi, for
Proctor & Gamble, the makers of Ariel. The narrative of the advert is a quest for pure clean to
market a liquid washing tablet from the brand Ariel. The advert is targeting women in their 20s
- mid 40s, mainly being busy mums who would immediately recognise the fast paced, quick
thinking nature of their role as they try to be the best parent that they can be but also
housewifes, who are the people who mainly does the laundry at their homes. We find that there
has been many messages used throughout the commercial being both covert and overt
messages through the uses of eye line matches, action matches and montage editing which

creates the idea of illusion and actually gives the job of trying to put the shots together and
make a meaning of it, to the audience.
The first technique that we find has been used throughout the commercial and that has actually
been one of the most frequently used persuasive techniques is the use of maternal/paternal
love, which we are shown through the use of clever editing which makes us believe we have
seen perfect traditional, nuclear family. We find the use of this technique through the use of the
MCU of her looking up into the sky (0:02) which may show her caring maternal ways, as her
facial expressions show a mother always keeping an eye on her children and family. We then
find in the next scene after the clouds which starts off with ECU/BCU of the girl staring
at/playing with the lime, and the fact that the sequence of shots makes the viewer realise she is
a mother, i.e. the girl/lime shot follows her looking at the sky which the audience members will
then make the mother/daughter association. Especially with the mothers facial expression
being caring and grown up whereas the girls is more naive/innocent and childlike - implying
that concept of maternal love. We can see midway through the commercial that the little girl is
looking at the lime (0:06), which is then cut to a action match shot (0:07) with the character who
looks like a grandma squeezing the cut lime, which reinforces the use of maternal love as the
audience is shown another generation (the grandma) of a mother who is also caring for looking
after the young girl. This would therefore appeal to the target audience as it would make them
associate the maternal caring nature of females and families with the product - hence
persuading them. The use of this shot may also remind the audience that the young girl is still in
the process of learning and growing up as the young girl only watches the lime rather than
cutting it for the next shot, this representation suggests that she is a child who needs maternal
love while learning/growing which will be given by her mother through the stages of being taught
to do certain things. We see this happening while the boys are outside playing (0:12) which we
are shown they are doing through the use of another action match, as they break the icicle
(0:13). The facial expressions of the mother looking at the boys shows her as caring and
inquisitive (but also a little like a guardian angel looking after her children) and certainly
interested in the welfare of the children in the advert (maternal) - when it then cuts to the next
shot we realise it is an eyeline match sequence and that she is casting her maternal, caring eye
over some boys playing (0:10). The use of the MS and LSs of the main character playing
around with her children, with the white sheets (0:23), which the product that is being advertised
has provided for her, connotes the idea of the mother and children being so happy because of
the product, which is shown in a very explicit overt way being one of the most over messages
throughout the advert. This section of the advert appeals to the target audience of SOC ABC1,
succeeder/mainstreamer mothers as they will identify with the characters in the advert, and
associate Ariel with their happy family and maternal feelings. We as the audience presume that
the young little girl (0:23) is almost helping her mum with the washing, the idea of her being
around while she is hanging the washing rather than the little boy who is actually hiding in
between the sheets. This may refer to the idea of the young girls actually starting to learn the
motherly duties they will need to do once they are grown ups, which we see the use of
throughout the commercial, where the boys are playing around whereas the little girls are
almost watching and learning, which may therefore link to the use of conformity. We find that the

girls and boys are conforming to the gender expectations throughout the advert, this girls
learning how to cook, clean and so on - as probably will become their expected gender roles
later in life. While the boys are conforming to the gender expectations that they will be able to
play (hobbies, sport, watching TV, computer games, going out to the pub and son on) while the
women do the housework at home. The denotation of the white sheets being wrapped around
the children could also connote the idea of the product bringing purity and cleanliness, not only
to the sheets but to the children as well, which may also synchronise with the idea of health, this
would therefore also suggest maternal love as the clean sheets suggest a caring mother who is
looking after her children the best that she can. Targeting ABC1 succeeders and/or
mainstreamers, as they are middle class and stereotypically will spend a lot of time making sure
everything is clean and perfect in their role as a mother. However, this could also appeal to
aspirers from the C2 D & E SOC groups as they will associate Ariel with this cleanliness and as
an aspirational product that will help them move up the SOC scale. The use of pure children in
the product could make the audience believe that the only way their children could be so happy,
pure and safe is through the use of Ariels Pure Clean product. This would therefore persuade
the audience into buying the product and bringing the pureness to their family. The idea of the
children having pale white skin, with blonde hair almost as if they look like angels, the angelic
mothers children (0:26), could bring out the sense of a technique that will play on maternal love,
as the children look like cute and sweet children, just like most young children, bringing out
the motherly aspect in many females. This could also refer to the idea that the product is
trustworthy and the characters are important people, in other words people to admire and take
notice of which would therefore then synchronise with the use of respect. We see that the body
language and proxemics of the mother and child in the LS shows how close they are and how
happy they are playing together - reinforcing maternal love - and then the CUs of the children
show even more so how happy they are - also reinforcing how loved she/he is and therefore
that their mother is doing a very good job - hence Ariel is associated with this very positive
representation of family life and how a mothers love can make a perfect angelic child.

0:02

0:26

0:13

0:06

0:12

0:07

0:10

0:23

Health could be another persuasive technique that has been presented in the commercial. We
find this in its use of the sheets and clothings being clean and purely white showing us as the
audience that there is no sign of dirt whatsoever, mothers may believe that if they have clean
clothings there is a higher chance of actually staying healthy, as the idea of cleanliness would
refer to the idea of safety and health. We can through the facial expressions and body language
of the children that they are very healthy and lively, this could refer to the idea of the sheets
(therefore the product) bringing along the health most mothers look for, we see that the children
are constantly running around clearly being active, shown to us in the final few shots (0:23) and
are therefore represented as healthy, especially when they are around the sheets. With some
products some people may find that their clothing smell strongly of the detergent after washed,
however, with Ariel we can clearly see that this is not the case and actually the product provides
happiness and health. The use of this persuasive technique would again persuade the audience
into buying the product as they will believe that the Pure Clean product is the best product in
cleaning out the dirt in the clothings and sheets, which would prevent the idea of the children
catching germs and diseases. The use of the white sheets could also connote the idea of
hospitals and medical colours as, hospitals etc are all white and pure. This would therefore once
again also link with maternal/paternal love as well as health as mothers would not want their
children to get ill and unhealthy and therefore would do everything to prevent that from
happening. Buy the Pure Clean product from Ariel, which they would believe will prevent all
harm. Another way we find the use of health is through the use of the idea of the colours
changing from all the blues and whites to browns and greens when it gets to the boys which
could reinforce the idea of boys getting dirty easily and quickly, use of the colours mainly brown
in the building (0:16) and green would give the idea of unclean and imperfect things, which
imperfection is something that girls and women would care more about rather than boys, which
is another way we find that the commercial targets its female audience. This may also suggest
not only uncleanness but also possible imperfection and unhappiness, as brown is not
necessarily a happy colour, therefore will tell the audience that the only possible way of getting
rid of this is through the use of the Pure Clean product, as we find afterwards the white sheets
with the children shown. We can see that the white at these points shown to us through the LS
and CU shots take up almost the whole screen, as the pure, clinical clean white is the most
dominant colour throughout the advert, which we see that the advertisers during the resolution
of the advert is trying to tell us as the audience, that this product can make a difference to you
and more importantly your childrens life. The advertisers are literally concluding with the purest,
most healthy colour and showing the effect of this on the healthy happy children. However this
colour may also link with the idea of the village, in the first shot, having good soil with a lot of
nutrients also reminding the audience that the commercial is still in the village and still based on
people who live in the village, which may reinforce the idea of not only simple living but also the
idea of the beautiful, possibly safe environment given by the product, which may also link to
nostalgia as people may get the sense of an emotional connection if theyve lived somewhere
like such when they were younger, or if they have family members there. Although the use of
the green and brown colours could be perceived as dirty, they on the other hand could suggest
earthy and natural colours, such as the green leaves on the trees and grass in the final ELS,
which also do have connotations to the persuasive technique health. The green lime could also

support this idea, with the colour and the sense of health as a healthy fruit, the ECU of the lime
being squeezed suggests health as the diegetic sound of the hand squeezing it is a sound that
when seen in sync with the squeezing will make the audience think of healthy food therefore
using the persuasive technique of health and linking this to Ariel. At the same time as it is
squeezed the non-diegetic voiceover says and something you smell which makes the viewer
think of the smell of citrus fruit - also the non-diegetic high pitched plucking of the harp (a
heavenly sound) is also a feel-good sound. That zesty smell is something also associated with
health - lots of washing up liquids and air fresheners are citrus fruit flavoured. This would
therefore once again appeal to the target audience of SOC ABC1 succeder mothers, who
usually are stereotypically the people who do the laundry at home and are the ones who are
more concentrated on the idea of being clean and living in not only a simple but beautiful, idyllic,
natural environment which we are shown in the opening shot (0:01), the mise-en-scene of this
setting - the mountains, blue sky, pine trees - is an example of this idyllic environment that must
be a healthy place to live in - the blue skies suggest that, the clean air that the trees would
produce make the countryside as unpolluted by any city/industry/cars. The white sheets being
surrounded by the grass and trees (0:23) at the end - make the association and link between
the pure and cleanliness of the sheets and the natural environment - as a health giving product especially as the Ariel box/packet is seen in the LS on the ground near the grass - almost like it
is a part of nature. There has been a use of the colours green, blue and white on the Ariel
box/packaging itself (0:28) which may also suggest or build the sense of health, as green, blue
and white are not only colours of nature but the green and white are also clinical colours which
is quite suggestive to the idea of hospitals and therefore health.

0:16

0:28

One other persuasive technique that has been used in the commercial is the use of
identification through the use of the first shot, where we as the audience are shown the village
(0:01). The idea of the denotation in the first shot looking very idyllic and picturesque type may
connote the idea of the place being a very beautiful place to live but also that you would need to
be rich to live there, therefore the possible thought of wealth could be brought in. The images
denoting the village could also connote the idea of the village being a very simple place to live,
therefore referring to the idea of simplicity of life, almost fairytale like and not real. The use of
the village looking like a beautiful however expensive place to live, therefore needing to be rich
to live there may have been done in order to make the audience admire those in the commercial
believing that they are admirable rich people who live in a very beautiful, fairytale like place,
which may also synchronise with the idea of respect. This would therefore not only mean that
the audience would admire those in the commercial but would also mean that the audience may
want to be like those in the commercial, admirable and living in a very beautiful place to live,
which means that they would want to buy the product and and almost be like them, to feel like
them. This would therefore mean that the target audience of SOC ABC1 succeeder mothers will

themselves identify with the protagonist, as she is a mother who is well off, i.e. a succeeder
(she lives in a beautiful idyllic mountain village - which is not a cheap place to live). The
advertisers position the audience as if the children are/possibly their children, this would
therefore build an emotional connection with the audience referring once again to maternal love,
they would want to make their own children as happy and healthy as those in the commercial.
Early in the advert the audience of mothers are literally positioned in the protagonists head, via
the POV eye line match shots - they are seeing the world through her eyes - allowing a greater
sense of identification. Both shots 0:02 and 0:04 seconds into the advert show this as does at
0:10 seconds and the eyeline match shot that follows of the boys. The two CU shots (0:02 and
0:10) of the mother also allow this to happen as we see how happy she is and are focused
totally on her (by the CUs, i.e. there is nothing to look at but her) hence the target audience will
identify with her. In addition just the idea of having a protagonist, is completely about positioning
the audience to identify with her, as we follow her throughout the whole advert. Also the
non-diegetic V.O also does this, as the whole time we also hear her and therefore completely
follow her thinking and her ideas, the mothers in the audience literally identify with her as they
can hear her thoughts (i.e. the V.O).

0:01

0:02

0:04

0:10
There has also been a use of respect used throughout the commercial through the idea of
"mothers knowing best" as there is a mother who is the one that is constantly talking to the
audience informing them about the product being advertised. The use of the MCU with the
mother character looking upwards (0:02) into the sky which is shown to us with the use of a cut
to an eye match (0:04) with a pale angelic looking face shape could make the audience believe
that she is almost angel like as her skin is almost white. The idea of her costume being white
and blue also links with the sky and clouds in the first shots.

0:02

0:04

One other technique we find has been used constantly throughout the advert is the use of envy,
in order to make the viewer feel as if they need what the people have in the commercial
therefore would want to be there, or almost as if they are living their life. The use of the advert

being filmed in a village, with a clean, fresh and beautiful environment, may make the audience
get the sense of Ariel providing the freshness of the village to the consumer. In the first shot,
through the use of a covert message, we find that the images denotes pine trees and greenery,
which automatically connotes the idea of nature and cleanliness (0:01). The use of the
mountains full of greenery and trees would also reinforce the idea of the use of envy as having a
natural environment with natural products would not only make the audience want to have that
natural environment but also the use of the natural village would make the audience trust the
product more believing it is much more realistic and harmless like the idyllic village we see in the
first shot of the commercial. The idea of the mountains looking as if it has very good soil may
give the possible idea of the balance of the perfect conditions to grow and create the beautiful
neutral environment, which may also make the audience being mothers want that environment
in order to give to their children. The images denotes the pine trees covering the mountains, this
connotes pure clean as the pine air fresheners and disinfectants which are often used for
cleaning, this may reinforce the idea once again of envy of the product being good enough to be
able to clean not only the clothes and villages but even the mountains, therefore making the
audience want to consume the product, in order to get the same incredible result. The idea of
the bountiful, nutritious landscape could also give the idea of the nature being in a perfect
balance, having enough rain, sun and nutrients, almost a place anyone would want to be in,
especially mothers with kids and slightly elderly women, which the commercial and product is
also aimed at. In the advert, we see that the relationship the mother and children have, could
also be related to envy as they clearly are the perfect family and many of the audience would
be envious of this relationship. This therefore targeting audiences mainly mothers once again
who would want a relationship like so.

0:01
Conformity is another persuasive technique that has been used throughout the advert in the
main 3 ways that it has been represented, one of these are conforming to be clean. There has
been a perfect ending scene, shown through the pure white sheets and how angelic the
innocent child is in the LS (0:24). This use of the clean end would automatically make the SOC
ABC1 mothers want to buy the product in order to be clean and also pure as people tend to
believe if you are clean you are pure. The use of the non-diegetic soundtrack also creates this
need to conform by repeatedly using the word clean which would once again automatically be
linked back to the word pure as cleanliness suggests purity. The use of the family surroundings
in the ad shown to us through the MS and LSs may suggest to the audience that the only way
in having the best environment with your family in your home is through the use of products that
will make everyone happy. The use of the white clothing and sheets constantly being shown
through the family automatically suggests that these members of the family are not only clean
but pure, this would therefore make the audience want to have that purity and cleanliness and
therefore want to buy the product. The mother plays with her children which suggests to us that

the way the children will conform through the product is through the happiness of not only the
children but of the mother, as if she is happy then she will spread her love and happiness
around her and her children, this may be another thing that the targeted succeeder mothers
would want, to have an amazing relationship with her children and to be happy. There has been
conformity used for gender stereotypes/expectations as we see that the girls and the boys are
represented in certain ways throughout the advert. We firstly see this in the lime scene when the
young girl looks as if she is being schooled to conform to the expectations of their gender, i.e.
she is with her grandmother learning to cook/prepare food, as will be the stereotypical
expectation of them when they are mothers. We also see that they are also learning to clean the
clothes and do the laundry, which will also be one of their expected roles when they are married
and have children. The boys on the other hand are constantly shown as playing around and
enjoying themselves, we find that 0:12 seconds into the advert that the mother is standing and
watching her sons playing outside through the use of an eyeline match, which almost suggests
to us that while the girls are at home learning the responsibilities they will need to take once
they are older the boys are outside. We also find that the father of the house is not at home
which may suggest that as a male he is out working while the mother is at home housewifing,
which once agains conforms for gender stereotypes/expectations. This use of conformity would
persuade people (mothers) to buy the Ariel product as they will believe that they will be like this
traditional family if they use this product only as we are clearly shown throughout the
commercial that the advertisers are suggesting that the reason this family is like so is because
of Ariels pure clean product. Most people feel the need to conform as they believe that the
only way into having a comfortable life or actually fitting in is through doing certain stuff.
Especially females like the targeted SOC ABC1 female succeeders of this ad would be
persuaded as they are the people who want the best of almost everything and Ariels advert
clearly suggests through its of conformity that this is how you can get the best traditional family.
C

0:12

The commercial has also used pride targeting the audiences weakness, we find this in its use
of having the rich and wealthy looking village. The idea of the village looking so good and
peaceful, almost like a fairytale like place may make the audience feel as if it is one of the
important things needed to feel pride, they may have the possible idea of the village bringing
them not only peace but also exclusivity as it is somewhere which seems like you would need to
be wealthy to live there. This would therefore make the audience want to buy the product as
they may believe that they could own that environment in a cheaper way, by buying the product.
The use of the white clothing and sheets everywhere may also make the audience feel pride.
The use of the commercial being outside and the sheets and clothings on the children also
being outside, which we are shown through ELS and LSs (0:23), may make the audience feel
as not even the mud and dirt outside in the greenery would destroy this purity and beauty, which

may also possibly link with personal success. This may also bring the feeling of pride in the
audience as they may believe that the Pure Clean product from Ariel is the only way you can
get and keep that pureness, the use of the children being wrapped around the white sheets
would also make the audience feel pride as they would feel if they use the product their children
will be pure and clean. This would bring along the idea of exclusivity and pride, also linking with
maternal/paternal love once again as the audience being the SOC ABC1 succeeder and
mainstreamer mothers, would want their children to be the best and the most pure and
exclusive one. They would want to feel proud to have a family that is well - looked after, they
take a strong sense of pride in looking after their children and other family members, by keeping
them clean and healthy. We are shown a mother who seems to be very proud to be a mother mostly proven by the final scene of her playing with her children, but also how she would be
proud to have such pure, innocent, angelic children. The audience would then aspire this
character and would like to be a proud mother with such pure, clean, innocent perfect children
themselves, this will therefore persuade them into buying the product and its reputation over the
years, and they may believe that Ariels Pure clean product is the only way to get that pure,
cleanliness.

0:23
Personal success has been used in Ariels Pure Clean commercial several times, we find that
this has been used in the ELS of the village (0:01) but also the ELSs and LSs of the mother
and children (0:23). The use of the whole family being used to advertise the product in the
commercial could make the audience feel that if they have this product they will get the olden
days back, where there were more opportunities and daily events where families came together.
The use of the mother, grandma and children being together may be a scene that every mother
nowadays wants, as we do realise that in our generation today there has been a cut down on
the family times spent together. This may make the audience think and believe that if they buy
the product there is a higher chance of their family being together and happy. They may believe
that if they have the product their family will be happier, this would then therefore persuade the
audience being the mothers who have missed the traditional family times to buy the product,
which may make them also feel personal success as they may believe that if they have this they
will not only be happier but they will be richer in heart. There has been no male adults such as
the husband of the mother and the father of the children used in the commercial, unlike the
Iceland commercial which has actually been based around the one particular wealthy looking
man. This may have been done in order to show the audience that this the typical life of the
typical middle class family, where the husband goes to work while the wife is at home
housewifing. The use of the pearl necklace the mother is wearing could also refer to the idea of
the family being a middle class and the husband having a good job which he is away working at
during the commercial, this could also once again target the audience which may be middle
class mothers and housewives. The use of the white purity in the commercial through the

clothings and sheets may also make the audience feel the sense of personal success as it is not
easy to get sheets so white and pure for long. The idea of the white sheets also being on the
children which we find the mother playing around with in an ELS and MSs while she is hanging
up the washing may make the audience feel as if this product is the easiest way of washing
clothes to the best standard. This may also make the audience feel that this product saves us
time from constantly wanting to rewash things as they are not clean and white enough, allowing
us to have spare time for our children and family, this would therefore make the audience
believe that if they have this product not only they will be happier, but so will their children and
family as they would have enough time to spend with them rather than constantly doing the
duties a housewife does.

0:01

0:23

Nostalgia has also been used throughout the commercial allowing the audience to have an
emotional connection with the product, we find this in its use of the village once again through
the ELS (0:01). This may create a nostalgic feeling in the audience as they may remember the
times where they may have lived in a village with their parents and family, or if their parents still
do live somewhere like so or have done. My grandmother for example, a mother of 3, whose
parents live in a village, would have an emotional connection with the product as soon as the
mise-en-scene of the opening shot of the village is shown. The use of the colours (blues and
greens) and the whole scene evokes nature i.e. the mountains and blue sky surrounding the
village. This links to nostalgia which could be evoked by the smells focusing again on the alpine
and pine tree fresh, linking back to the point about an unpolluted, location associated with the
pure/healthy theme. This could make the commercial and product more effective to the
audience as the use of nostalgia may be helpful in order to remind the audience of the product
through the emotional thoughts and feelings they may of had whilst watching the commercial.
This could therefore make the audience believe that if they buy the product they would keep
them emotional and possible special moments with them for longer, the use of the product may
make the audience believe that they are closer to them and are constantly still in their lives.
There could also be a nostalgic feeling with the audience through the idea of the children and
grandmother, the audience being the mother of the home could feel as if they would want them
happy home environments back and may believe the only way of having it is through consuming
the product. This would therefore once again target the mothers and housewives of homes,
persuading them into buying and consuming the product. The way that the mother and
grandmother are so loving and caring for the children in the advert refers to the children having
the perfect childhood which has been repeatedly shown in the advert through nostalgia. The
audience will then feel a nostalgia, either for their own childhood when they were loved like this,
or nostalgia for when their own children were younger and they were cute and innocent like the
ones in the advert. The end scene shows us children playing around in a very carefree innocent
way which would make many adults, who are the targeted audience feel nostalgic for their own

childhoods, when they were innocent and childlike and did not have to worry about the stresses
of adult life. We can see this shown to us through the facial expressions in the uses of the CUs
of the mother in the advert looking at her children (0:11), we can also see through the uses of
the body language in the LSs of the mother playing with her children (0:24), the targeted adults
may remember their childhood this way and therefore would also want the best for their
children. The body language and the proxemics between the mother and the children show
nostalgia which very explicitly expresses the maternal love, which again most of the audience
would be nostalgic for when their mother loved them so unconditionally as this mother does.
Another way where nostalgia could come through could be through the use of the grey stones
behind the mother (0:02). This may have been done in order to remind the audience the olden
days and villages where grey stones are most oftenly used, this would therefore once again
target the mothers and slightly elderly women who would also feel an emotional connection with
the commercial.

0:01

0:02

0:11

There has also been a high usage of repetition used throughout the commercial in order to help
not only constantly create the image that it is trying to be presented but to also constantly
remind the audience what is being advertised in order to help and tell the audience that this is
what is being advertised and this is what you will get. We find this in its use of the repetition of
the USP colours of Ariel which are green, red, blue and white, which are shown to us straight
away in the very first shot of the commercial, which again is the village. The use of the
mountains covered in green, the red little village in the middle with the bright blue skies which
has the white clouds (0:01) straight away refers to the USP colours of Ariel (0:28) automatically
telling the audience without their realisation the product that is being advertised. There has been
a repetition of blue used in the advert through the blue sky over the mountains (0:01), the
cardigan of the mother character (0:02), the sky the mother then looks up to (0:03), her blue
eyes when she is looking at the boys (0:11), the boys wear blue as they pick the icicles (0:12)
mother in the blue cardigan again as they play at the end (0:23). There has been green
mountains and trees (0:01) CU of the lime of granny surrounded by limes and green leaves
growing on the wall (0:07), ECU of lime being squeezed (0:09), boys as they pick the icicles
have green trees behind them (0:12), green grass as they play at the end (0:23). There has also
been a repetitional use of white throughout the advert through the uses of the clouds over
mountains (0:01), as the mother looks up her skin/hair ( very pale almost white) and her
t-shirt/dress (0:02), the white walls and cloud she looks up at (0:03) white tablecloth and chairs
in granny shot (0:07), lamppost light is white (0:12) icicle (kind of) is, white sheets, clothes and
very blond/white hair in final scene (0:23). The use of the repetition of all of these colours
throughout the advert, constantly reminds the audience of the Ariel box which is shown to the
audience at the end of the advert (0:29). We can see that the name of Ariel has been
surrounded in white, and Ariel. A pure clean has also been written in white at the bottom of the

screen, which suggests that the purity and cleanliness in the advert is brought by the product
which is Ariel. We find that the whole box is mainly in green which may also suggest that the
product itself is very natural (may suggest it is safer for the children) and just like the
environment in the advert, we also find the blue around the box which may refer to the sense of
nature once again and also the product being a trusting product as blue is quite a trusting
calming colour. Another way in which we find the use of repetition is through the mother being
constantly shown through the use of cuts. The idea of the mother being shown through the use
of MCUs and CUs (0:02 & 0:10) constantly tells the audience that she is the main focus as she
is not only the narrator but the one who pushes the confidence of the audience. The idea of the
main character being a mother which has been constantly repeated may also synchronise with
respect as human beings we do believe in the phrase mothers know best, this would therefore
push not only the confidence of the audience into buying the product but could also make them
believe that if she as a mother is using this product for her children and loved ones, then the
product definitely must be safe enough for our usage. This would therefore also target mothers
once again, making them more confident in the product and wanting to buy it. There has also
been a massive use of repetition with the colour white, as we are also told through the name of
the product Pure Clean. We find the use of the repetition of white through the use of the
constant white clothings and sheets, the use of the white buildings and clouds. The colour white
automatically refers to the idea of purity as we believe that white is a colour that symbolises our
innocence, this would therefore also reinforce the name of Pure Clean which also tells the
audience straight away that the commercial will be focused on purity and possibly white. The
use of the colour white and the words pure which has been repeated and used several times
throughout the commercial, constantly tells the audience that this is the product that will bring
you the purity, this would therefore target mainly mothers and women as they are the people
who not only does the laundry at home but are the people who generally love perfectly white
sheets and purity. The use of the white people throughout the commercial could also bring
along the idea of purity however, this could also be seen as racism to some people as there has
only been one race, being white used throughout the commercial which may slightly show the
targeted audience but also be a problem for the advertisers, as they may get complaints from
the audience. Mothers would normally want their children to be pure and innocent, therefore this
product may be a good way in which to help them to get that purity to their childrens and family.
Finally the repetition within the soundtrack - there is a lot of repetition in the voiceover. The
protagonist repeats the word pure 4 times, (0:01, 0:11, 0:23, 0:28). The use of this particular
repetition would result in the word pure being stuck to the audiences head and would bring
them to the recognition that this advert and this product is based on purity, therefore making
them think of Ariel as pure and clean, which is kind of like a nice form of brainwashing. She
also repeats the word something as she is saying something you see something you
smell etc (0:03, 0:08..). This use of the repetition of the word something gives the idea of it
being some kind of poetry, as if the protagonist is almost rhyming and using verse to once again
subconsciously get it into our heads that this product provides the best for us. The non-diegetic
music repeats certain sound motifs - the high pitched plucking on the harp - the music also,
therefore, repeats phrases - which reminds the audience that this is actually how music works,

through the repetition of musical phrases which make a song, and all of these soundtrack
aspects together create the, feel-good family orientated, quest of the mother.

0:01

0:02

0:28

0:11

Iceland:
Iceland is a British supermarket chain, which sells frozen foods including prepared meals and
vegetables. Iceland was first founded in 1969, by Malcolm Walker who opened the first store in
Oswestry Shropshire, England with his business partner Peter Hinchcliffe. By 1978 they had 28
stores to its name. Icelands advertising campaign is L
ondon-based agency Karmarama and the
brand ambassador is Peter Andre, who narrates Icelands adverts. Icelands Baby its cold
outside commercial is a commercial to advertise Icelands low cost frozen food. The storyline of
the commercial is simply by using a Christmas theme, the advertisers have tried to give the idea
and sense of the old Christmas where families used to spend time together, having a big meal
with lots of families and friends but also having snow, which nowadays we do not tend to get.
One of the first persuasive techniques we are hit with is celebrity endorsement, we find that the
advertisers for Icelands Baby its cold outside commercial has used 3 celebrities, Kerry
Katona, Coleen Nolan and Jason Donovan in order to build a stronger effect on the targeted
audience being the single mothers at the ages of 30s. Unlike Ariel, the audience are single
mothers of the SOC category of C2, D & E rather than ABC1 married mothers. The use of the
celebrities in the commercial makes the brand more trusting in the eyes of the audience, as
using a known person who would be familiar to the audience would make the audience feel as if
they could trust the product as they know the celebrities who are acting in the advert. This
would therefore also increase the sales of the products as the audience may simply want to buy
the product due to the celebrities who are in the commercial, they may believe that as they are
in the commercial they therefore also consume the product and typical fans tend to like using
products celebrities use. The idea of the commercial using Katona and Nolan may also target
audiences being single mums as we know that both ladies have divorced and are single mums,
targeting single mothers, this may therefore target mainstreamers and working class audience
as well as the food being advertised in the commercial are seen to be quite cheap products. The
advertisers are specifically targeting single mums as Nolan used in the advert is also a single
mother, we know that she is very successful single mum which would aspire the audience to
want to be a successful mother like her. Nolan also presents Loose Women which is a
mainstream tv programme aimed at women (as seen through the name also) on at day time

which would also once again target the D2 and E of the SOC single mums, mums with no jobs.
The use of the celebrities in the commercial may also make the audience believe that the
product and brand is also famous, as there are famous people consuming it, this may then
make the audience believe they should definitely buy the product as they may feel that they will
be left out if they do not, this then also brings up the possible sense of conformity. This may
therefore target females who do not like being left out as they are seen to be people who want
what others (especially females) have and more, this may then also target children as they like
to be like their friends and not left out. This could then also link with the use of conformity in the
Cillit Bang ad, where the targeted audience may feel the sense of the competitiveness in
wanting what others have and even better.

Kerry Katona, Coleen Nolan, Jason Donovan.

Sex Appeal
Sex appeal has been another persuasive technique used in the advert created through the body
language, gestures and proxemics of Katona and Nolan, who are literally forcing Donovan by
manhandling him to stay - i.e. the body language and proxemics, such as them pulling
Donovan from his tie, telling him to stay (0:09), taking off his coat for him (0:10) and the use of
the constant touching him (0:14). The body language of the single mother Katona and Nolan
clearly show the audience their interest in the male character Donovan suggesting the target
audience being single mothers also, we see their facial expressions also show a lot of interest in
the male character which once again refers to the use of sex appeal. The 3 celebrities are
almost choreographed and doing a dance - especially as the advert is filmed in the style of a
musical (an intertextual reference). The females at this point play the role of the target audience
who (due to their age) are likely to have had a crush on Donovan when younger, the two
females are playing out the audiences fantasy, and this therefore positions the audience within
the scene imagining they are flirting with him, this could therefore link with the idea of
identification (0:11, 0:33 and 0:48). Donovan has been positioned at the ladies chest height
(0:49) - there are in these shots some quite clear (if little embarrassing) and overt facial
expressions that show flirtation and sexual tension. We see that Nolans eyes look extremely
focussed onto Donovan and Katonas weird smirk also refers to the overt flirtation (0:33) and the
gazing of the females at Donovan and how he in return is grinning excessively (0:11). We also
see the reference to sex appeal through the sexual innuendo in relation to food - this is both a
visual innuendo and a verbal one - in different instances. We see at 0:33 seconds, accompanied
by a facial gesture from Katona that is totally sexualised and directed at Donovan, she sings A
little gateau - creamy and rich then Nolan sings Lets share, as Katona and Nolan both look
into eachothers eyes and with a cheeky grin - as the double meaning of lets share the cake and
lets share Donovan is suggested. Katona then sings Do you still want to go and Donovan at
this point then decides to stay. At 0:48 seconds we see that the food is right next to her chest
and Donovans facial expression is of someone who cant believe their eyes, Katona at this

point sings The gateau is pure indulgence and Nolan sings a please that cant be denied all
of this is very obvious innuendo. Katona then also sings maybe youd like a bit on the side as
she holds up a piece of cake on the side of a plate - Donovan then replies I wouldnt say no,
accompanied by the cheeky grin and Donovan looking up to her as she holds gateaux in front of
his face - the use of this humorous sexual innuendo will appeal to the target audience of single
mums who are attracted to Jason Donovan.

0:09

0:49

0:10

0:33

0:14

0:11

0:48
Similar to Ariel nostalgia has been another strong persuasive technique that has been
constantly used in the commercial, we find this in the advertisers use of the christmas theme
and all the gathering of family and friends (0:06). We first get the sense of nostalgia through the
use of the ELS of the snow and snowman with the children with the extremely happy facial
expressions and excited body language in the low key lighting in the very first shot (0:01) which
automatically shows that one of the target audiences for this product and commercial is
mothers, the use of the snow during christmas shown to us through the use of low key lighting
also gives the sense of christmas, which may be nostalgia as nowadays it does not tend to
snow during christmas, whereas the commercial shows the opposite which may remind the
audience now being the slightly older mums and dads of the children of the christmas they had
with snow automatically building an emotional connection. The use of the children in the advert
will appeal to mothers who will want their children to be as happy and to enjoy christmas as
much as the ones in the advert - the key way for that to happen is for them to go to Iceland to be
able to buy enough food for them to enjoy christmas like the children in the advert. This may
make the audience who would be the people in their 30s - 40s believe that the product is the
perfect way to remember the times where they were young and where they had those special
times where they had snow in christmas, therefore convincing them more into buying the
product and consuming it. In the gathering of the family and friends we are shown through the
ELS 0:06 seconds into the commercial could also bring along the sense of nostalgia as we do
realise in our generation now, there arent many families coming together in a house for a meal

for christmas, people tend to go out and spend time in a different way, we also see through the
facial expressions and body languages of the people in the advert that they are having an
enjoyable good time, which would definitely be something a lot of mothers would like in their
household. This could bring the sense of the product being advertised bringing the household
those generations where everything was traditionally done, family and friends coming together
for a christmas meal celebrating and spending precious times with each other. The song may
also support this idea of tradition (as a nostalgic view) as for some of the target audience the
song itself offers an emotional nostalgic connection as it is an old song which has been around
at christmas for years and they may have heard it many time, in addition it creates an
intertextual link to the other versions of the song - it is also linked to christmas. This would then
target people at the ages of 20 - 40 who would want them traditional days back, they may want
to have their teenaged children for example and family at home, rather than out with friends
celebrating as this is what tends to happen in our generation now. This would therefore make
the audience believe that the only way to get these traditional family meals back is through the
product which is produced and sold by Iceland. They may also want this even more if they have
more evidence in the advert such as the song that would prove that they will have this
environment if they consume the products.

0:06

0:01

Just like in Ariel conformity is a technique used, we find this in the commercials use of the
mise-en-scene having a gathering of family and friends with the products of the brand being
advertised (0:06). This may make the audience feel that if they do not buy or consume the
products they will not fit in, this therefore builds the sense of fear in the audience into buying the
product, convincing them they will be much comfortable and likeable. They will not be left out
and will be sociable which may then make the product seem like a sociable product. Unlike in
Ariel, where health is a persuasive technique used, the use of the food therefore brings out the
sense of weakness of gluttony in the audience. We find this in the audiences use of the food on
the tables and people eating all along the commercial, through the use of MS (0:06) and ELSs
which also makes the audience assume that the product being advertised is food based, the
use of the saturated bright rich colours of the food, supports gluttony (0:30). There has been an
ELS used (0:18) of the whole table with lots of food on it, the mise-en-scene is overloaded by
lots of colourful bright food, set on a purple tablecloth suggesting it is wealthy and rich food
(colour of royalty - purple) and that there is so much of it - you can over indulge your appetite at
christmas, the diegetic singing of Katona the chocolate cakes pure indulgence reiterates this
at 47 seconds and the match on action from this MCU to the CU of Donovan looking at it that
follows (0:48). This reinforces to the target audience who aspire to be able to afford to indulge
themselves as they are SOC D&E who need cheap food - it is only 4 so this is possible - the
repetition of the word indulgence in the on-screen text helps this further. In addition calling the

cake indulgence totally supports the strategy of gluttony and persuades the audience to buy the
products as they will feel they need to buy the food, although they dont. The use of gluttony
may help target a wider range of people as food is something everyone needs all the time, the
use of gluttony would make the audience crave whats on screen, therefore making them want
to buy the product. This could target audiences in all age groups and mothers in particular as
they are the people who would want their children and family eat well. At 0:20-0:22 seconds in
the advert, there has been a right to left pan in order to show how full the table is with food, this
therefore shows also how shopping at Iceland means even the SOC D&E can afford all this
Christmas gluttony. We see duck prawns etc (0:24, 0:26, 0:29), and these quite bland looking
foods are shown through saturated colours and bright artificial lighting to look very tasty. At 0:39
seconds, the kebabs are shown as a CU also - Katona picks them up and there is a match on
action from a MS to the CU so we can see them in all their colourful glory - while the diegetic
soundtrack says these kebabs are HOT, connotations of really good things, also sexual
connotations of a person as hot, the sound reiterates them as good quality essentially as does
the CU shot of them looking so tasty. The use of gluttony and avarice together in the
commercial would target audiences who like for food and a lot of food for cheaper. The
persuasive technique social relationships and personal success along with it has also been
used in the commercial. We find the use of social relationships in the commercial as a way to
conform as there are a lot of people who are socialising together, for example the ELS (0:06).
There has been a lot of social relationships, a lot of people who are social and together (which
may also link with the use of conformity), this makes the target audience believe that if the
working class SOC D&E shop at Iceland and buy their party food products then they would be
conforming to having that social relationship with their family and friends. This may then link with
the use of the socialising as a way to conform in the Guinness commercial, which we find that
Guinness is also a social drink. Personal success could also be a technique used as if you have
a lot of social relationships and if you actually have a happier life by having your loved ones
alongside you on a very special day then you would be successful. This would make the
audience believe that having that specific product will make them conform to the expectations of
being richer in social relationships and happier.

0:23

0:06

0:30

0:48
In contrast to the Ariel advert Iceland uses avarice as a persuasive technique, we are shown
this through the price tags at the bottom of the screen (0:23), written boldly in a bright catchy
colour of yellow also being the USP colours of the brand. This has shown the audience that
Iceland are not afraid of showing their prices to everyone as they are cheap and actually this is

what they do best, give great food for cheap making everyone happy. The techniques repetition
and avarice have been used together quite frequently through the repetition of the on-screen at
the bottom of the screen for each product which reinforces the use of the technique of avarice.
For example at 0:38 seconds the on-screen text NEW 10 beef and pepperoni kebabs which
cost 2, the font of the New has been written very swirly and has connotations of being
expensive, it is also in gold and is sparkling, which has connotations of wealth and avarice.
Moreover the sparkle maybe connotes magic, in addition the 2 also is sparkling suggesting
of how can we afford to make it so cheap for all this food reiterating the whole idea of the
magical connotation. The mise-en-scene and the circular arrangement of this food that you can
have for only 2, there are about 10 kebabs on one plate, this will appeal to the audience of
aspirers who can have more food in a greedy or avaricious way than if they shopped elsewhere.
It will also appeal to SOC D&E as they have less money than others so can have more value for
their money. The persuasive technique of repetition has also been used through colours, which
is a similar technique to the Ariell advert, such as purple, cream and yellow throughout the
commercial. The techniques repetition and avarice have been used together quite frequently
through the repetition of the on-screen at the bottom of the screen for each product which
reinforces the use of the technique of avarice. I personally believe that the use of the purple in
the costumes and tables may make the audience feel as if the food is rich looking or has a rich
taste as I believe purple is a colour that is used to show quite rich and quality things, therefore
making the cheap product look expensive and good quality. This would then target audiences
like mainstreamers and SOC D1/2 and E people as they would be the types of people who
would want rich looking cheap things such as Icelands products. The use of the purple could
also refer to the idea of it being Christmas time, the perfect time to be getting ready for big
family meals, therefore telling the audience that the only way to get a lot of good quality
products for cheaper is through Iceland. The use of the constant yellow and cream being
repeated could be in order to remind the audience of the actual products being sold, the use of
the yellow could help remind the audience of the actual brand as Iceland has yellow in its logo
and the cream could be used to reinforce the idea of the food such as the pastry etc. The use of
these colours in the commercial has been helpful as it has reminded the audience who would
watch the commercial that this commercial is not simply about gathering and Christmas but it is
more about the food and the brand they are wanting to advertise.

0:04

0:18

Unlike the Ariel advert there has also been a use of humour in the Iceland advert through the
use of the two ladies (Katona and Nolan) manhandling and pushing around Jason Donovan in a
way that creates sex appeal. Especially humorous, is the sexual innuendo of the song such as
a bit on the side and creamy and rich lets share as this will appeal to the sense of humour
of the female single mum target audience. Being dressed quite well and professionally the
audience is hit with something very unexpected and surprising of the pushing around and the

sexual innuendo, this may therefore make the target audience interested in the commercial as
they would find the humour entertaining. Humour is a very effective technique, this would help
the audience remember the commercial better and therefore the product as well, this would also
make the audience start to talk to their friends about the advert and laugh about it together helping them remember it. When wanting to go shopping the audience may remember Iceland
and its product through the use of the humour. There has also been a slight use of humour
through one of the ladies telling the other not to eat her food Is that my king.. (0:28) with a
slightly shocked facial expression to suggest that she almost wanted her to ask if she was
allowed to eat it, which may be referred to being humorous. This may also remind audiences of
the times where they may have gone through the same situation finding it funny and interesting
and making it more memorable. There has also been a use of the persuasive technique envy in
the commercial which we would find in the use of the advertisers wanting to make the audience
want what everyone in the commercial. The use of there being so much food and a great
atmosphere and sociable environment in the house may be something that the audience would
want, this would therefore persuade the audience to buy the product as they would believe that
this is the only way of having such a beautiful night. This could also target audiences being
30-40 year olds, the people who may have missed the gathering at Christmas and would want
to do something special to gain them back, therefore believing that this is the only way of
actually receiving this night.

0:28
Personal success has been one other persuasive technique that has been used in the
commercial, we find this in its use of the suits and dresses of the actors, which makes them
look more successful and rich (0:10). There has been a use of the posh dinner, the party
clothes will make the audience aspire to be as smart at Christmas as the celebrities are in some
ways envious of them. The use of this may make the target audience feel as, although the food
is quite cheap the people who consume the food are not, they may believe that the food almost
is what is making the target audience SOC D&E associate Iceland with a higher class of
succeeders and working in a way that creates aspiration - i.e. if they shop at Iceland, their food
(and the amount of it they can afford) will make their dinner party/Christmas meal feel more
expensive and richer. The use of the suits and dresses in the commercial could also make the
target audience feel that if they buy the product they are using then they could almost fit with
them and actually be like one of them as they share the same type of food from the same brand.
Therefore making the audience believe that it is not the price of the product and actually it is the
quality, which would therefore make them believe that Icelands products are good quality, very
tasty and they can get more for less. Respect could be another persuasive technique that has
been used in the commercial as we find that there has been a use of parents especially single
mothers which may suggest the idea of mothers knowing best which could also link with the

Ariel advert where there was also a mother as the main character of the commercial deciding
what is best for her children and household. The advertisers have used two single mums
Katona and Nolan which will automatically gain the respect of single mothers itself. But they will
also view Katona and Nolan as single mothers that - through their dress codes - i.e. the smart
dresses and the opulent, rich looking food (bought at Iceland) are demonstrating personal
success - therefore they act as perfect role models for the SOC D & E single mothers in the
audience. They also will have the respect of the audience as they have - against the odds become successful celebrities despite being single mothers who have had to gain their success
as TV presenters and celebs on their own. The use of children, family and friends with the
mums may make the audience feel that if there are mothers using the product and if this is
shown to us through this commercial then Iceland must be a trustworthy brand and has
trustworthy products. This may therefore persuade the audience much easily allowing them
decide in a much easier way to buying the product also being quite comfortable and feeling safe
while buying it. This would also target parents especially females and mothers once again as
they would be the type of people who would care more about health and safety of their children,
the use of the product being frozen ready meals which simply just need the heating up process
being done, refers to the persuasive technique sloth, as it is quite a lazy process. This may also
target audiences such as single mums, people who arent too into cooking but maybe also
people who have a busy work life etc, which single mums would be a good example of as they
dont always have the time to take care of kids, go work, do the housework and cook, including
men who tend to be not so good at cooking as women.
Honda:
Hondas Hate Something commercial is a stand alone, surreal, animated commercial, created
in the year 2009 by the agency Wieden and Kennedy and produced by Nexus Productions at a
production cost of 600,000. The cost clearly suggests the high budget CGI and high production
value nature of the commercial. The commercial has been a massive success for Honda and
actually increased the UK sales by 35%. The ad itself has also won many awards including
Adweeks commercial of the decade in 2009. It uses a wide range of persuasive techniques, but
one of its most obvious is that the commercial presents Honda and its new diesel engine as a
solution for a problem. The commercial simply presents environmentally friendly diesel engines
as the solution to pollution, by showing the destroying of old the polluting ones, before unveiling
the new Honda i-CDTi diesel engine.
Honda has used the persuasive technique intertextuality, which is shown in its use of
animations. There is a connection through the idea of the advert having childrens cartoon and
animations included, the images denotes engines, flowers, animals and many more lovely and
colourful things, which connotes the idea of childrens animations as there have also been bright
highly saturated coloured childish cartoon characters used (figure 1). This therefore targets
audiences who are possibly still children at heart, or parents of small children who want a
happier, beautiful environment and world like the one in the commercial for themselves and their
children especially, also referring to the idea of maternal love. One way which we are shown
that the new diesel engine will bring happiness could be through the way the rabbits have used

headphones in order to cover their ears to prevent hearing the terrible dirty old diesel engine
sound in an LS panning across the fields (figure 2). However, once the new engine is unveiled
we see that the rabbits start taking off the headphones and are more interested into listening to
the new engine, through the use of an ELS (figure 3). The use of the birds flying away from the
old engine, in another ELS and trying to destroy them tells the audience once again that they
are not happy, and something should be done about it. Once we are then introduced to the new
diesel engine we find that the birds have started making way and actually have started following
the new Honda engine in another ELS (figure 4). The use of the diegetic, jolly song with lyrics
being Hate something, change something also sounds very childlike and almost like the songs
in childrens programmes. This could also be considered as intertextuality as there may be a
connection through the music, song and lyrics. The song used in the commercial is also parallel
to the screen action as the animals are actually moving in rhythm with the song. The highly
saturated colours and childish animals and actions used, reinforce the idea of intertextuality with
the use of the bright yellow sun having a smile on its face while destroying the old engines
(figure 5), and the use of the extremely colourful rainbow actually turning into a hand, and
flicking off the engines away from the world (figure 6). There are bright pink flowers, gold fishes,
red birds and many more highly saturated colourful animals and plants in the commercial, which
automatically reinforces the idea of childrens programmes and cartoon films which also use
these types of colours and characters. This may make the audience feel as if the
commercial/product is actually much more trustworthy as it has used childrens animations, the
idea of there being highly saturated colours, animals, etc, used in the commercial would make
the audience feel as if that is what is missing from their environment, world and that is what is
needed to create the happy environment the commercial had reached at the end, therefore they
would want to do something about it and buy the new diesel engine Honda has created, which
would be the solution to the problem.

Figure 1

Figure 2

Figure 3

Figure 4

Figure 5

Figure 6

The use of reference to existing childrens cartoons could also create nostalgia which may build
an emotional connection between the audience and the commercial as the audience may
remember their childhood viewing. This may then possibly create the feeling of familiarity and
would convince the audience in order to buy the product, we can see this in its use of the bright
yellow sun, cartoon rabbits, birds, flowers and many more other colourful cartoon characters.

The images denote the cartoon rabbits, bright yellow sun with a smile on its face, birds and
fishes everywhere, this therefore connotes to us that Honda are using nostalgia in order to build
an emotional connection with the audience as the audience, being parents and adults, may
remember their childhood when they used to watch the cartoon programmes and were happy.
They may also have an emotional connection through the use of the children around them,
perhaps their own kids, they may feel as if this new diesel engine by Honda is used then their
children will be happy and lively like the commercial is aiming to show and present. This
commercial therefore, clearly appeals to parents and adults in their late 20s and 30s. The use
of the song could also be nostalgia as the song and words are almost like the songs and lyrics
you would find in a childrens programme. We can see this in its use of the words grr and
bong and hong and clatter and clack, we automatically realise that actually there are no such
words, and these types of words generally are used in order to persuade and exaggerate the
effect on children cartoon programmes. Due to this the audience may remember some words
they use for their children or words that were used for them and they may be brought up with
many different memories of the words that may have been made to be used with them, this
would automatically build another emotional connection with the audience and may target
people who are also possibly still child at heart who uses such words.
Honda also uses maternal/paternal love as a means of persuasion, we see this in its use of
creating new more efficient engines in replacement to the bad polluting ones which harm both
the environment and the people/animals. The advertisers have used childrens cartoons, with
highly saturated bright colours, simplistic shapes and direct address with a song that children
could join in with in order to present a world that is being destroyed. Then presenting the
solution to a problem to the destruction, with Hondas new diesel engine, therefore playing on
our fears for the future of the world, also playing on parents with their fear of maternal/paternal
love, to persuade their targeted audience being mainly parents in order to make the product an
appealing prospect. The idea of the animals such as the rabbits taking off their headphones, in
a ELS (figure 3) once the new engines have come along gives us the feeling of them being
more happy and relaxed as they do not have that disturbing noisy engine sound anymore. The
images also denote the chickens in their nest (figure 7) which connotes the thought of them
being uncomfortable about the situation as they are affected by the smoke of the old dirty diesel
engine; the idea of them throwing their eggs at the old dirty engine (figure 8) could give the
audience the possible idea of the engines destroying the habitats and lives of the animals,
therefore they would want to prevent that from happening by buying the new diesel engine. This
would therefore be playing on the maternal, or paternal love, or instincts of the buyer, as they
would be thinking about the environment their child is going to grow up in and trying to protect
them from harm, due to the their love for them.
The use of the happiness being shown in the commercial could bring along the feeling of
paternal love especially for the children, as the audience would want their child and other
children around, to be happy and in a safe, healthy environment. This therefore, also suggests
that health features as a persuasive technique in the commercial because Honda is trying to
show the audience that they are trying to protect the environment, animals and people, through
the use of the animals in the cartoon world having a bad reaction to the old dirty diesel engines

and then in turn have a positive reaction to the new Honda diesel engine. The idea of the plants
almost dying from the CO2 that is being created by the old engine and birds flying away would
give us the automatic feeling of the engine being harmful to everyone, and therefore a
s people
would want to be healthy and would want a healthy, safe environment, and would therefore be
prompted to buy the product and create a positive impact. This would target audiences who
want to do better for the world, who want to prevent or slow down global warming for example
and create a safer environment for everyone. This of course would include parents, who would
want the best for their children and their childrens futures..

Figure 7

Figure 8

The commercial also uses inversion to persuade as it subverts our expectations. The product is
a new quieter, more environmentally friendly diesel engine, a product clearly aimed at adults,
however, the commercial represents the engine as an animated character in a world where it
denotes images of flowers and cartoon animals with human characteristics etc, connoting the
idea of children and childrens cartoon programmes, or animated movies. This is inversion at
work because the idea of the cartoon characters does not match with the idea of the target
audience being car driving adults, nor does it match our previous experience of car company
commercials, which are usually.. The use of the words hate in the diegetic song and on
screen (figure 9) are also examples of inversion, as hate does not match with the colourful and
happy environment featured in the commercial and its a negative and commercials usually
present the benefits of a product, not its negatives. One of things I think that is really clever
about this commercial is that its using hate as a positive because its using the idea of hate as
a force for change.

Figure 9

One other technique that has been used is humour, we see that this has been used through the
idea of the funny and catchy song in the background of the commercial, which also almost
explains what the product is, what it is for and what the aim of it is. This, along with informing
the viewer more about the product also adds humour and some enjoyment, automatically
allowing them to engage more with the commercial as they may enjoy it more. The idea of the
use of the humourous song may also be helpful as it may result in the song being stuck in the
viewers mind as it is extremely catchy. This would mean that they will be more into the
commercial, meaning also that as it will constantly be in their minds, there may be a higher
chance of them actually thinking about buying and using the product. This would be targeted at

audience who may also like a bit of humour and enjoyment, even though it is a serious matter
such as changing the world and environment for the better by creating new, more efficient diesel
engines. The use of the animated animals, such as birds and the sun destroying the old engines
could also be humorous, as it is not often that we see animals kicking away engines and the sun
blowing them away, as the commercial shows in ELS (figures 10&11). This would also catch the
attention of the viewer making it more memorable as its humorous and enjoyment means they
would be more engaged with the advertisement and therefore with product being advertised.
This could perhaps create a positive bond or connection with the product or brand and impact
future purchasing. This then would appeal to people with children and people who want a safer
environment to live in. The use of the idea of rabbits wearing headphones to shut out the noise
of the old dirty diesel engines and the chickens throwing their eggs at them could also bring
humour as these are not the everyday things we expect from animals, or car commercials. The
childish humour in the commercials and its highly saturated childrens TV programme style
animation might also appeal to children themselves, who would then go and get their parents to
watch the funny commercial, utilising pester power to ensure the parents at least viewed the
advert.

Figure 10

Figure 11

Pride could also be considered a persuasive technique within this commercial with Hondas use
of making the audience believe that we could make a difference to the world, the idea that
having the new diesel engine from Honda would mean we were making the world better. The
commercial shows ELSs of animals such as the frogs, lady birds, fishes etc, being happier with
the world inhabited by the new Honda diesel engine, as they are jolly, almost jumping around
and dancing, on the new diesel engine (figure 12). The idea of us as the audience having such
a big impact on these animals through only the idea of changing our old engines to Hondas
new diesel engine brings out pride in us making us feel extremely important and special in terms
of our capacity to change the world. This clearly would appeal to people who may want to feel
pride and exclusivity, like . and to who look beyond their own needs to how they can
change the world for the better. This could also be seen in terms of the persuasive technique
personal success, as the audience will feel more successful if they do something good for the
world and environment. The idea of the audience cutting the amount of pollution and CO2 being
produced by changing their old engines to Hondas new diesel engine would make them feel
different and admiring, therefore this commercial could definitely appeal to reformers, people
who would want to feel more important and special. This of course works with the use of envy
perhaps best signified by the quiet new Honda diesel engine sound, the sound of the silence on
the diegetic musical soundtrack announced by the flamingoes opening their wings like theatre
curtains openings to make the engine appear desirable. This is done in order to make the

audience feel as if having that engine is a great thing and perhaps then prompting them to want
and purchase the product. This may be targeted at a slightly more experience audience of
drivers who already drive diesel engines and know how noisy they currently are and perhaps
feel conscious of this.

Figure 12

Throughout the commercial we see a high range of repetition being used in order to persuade
the audience in many ways to buy and use the product, as the use of repetition allows Honda to
constantly remind them the product being advertised. One way we find that repetition has been
used is through the use of the engines being shown several times in order to remind the
audience that the advert is about Hondas engineering developments with diesel engines. The
idea of repeating the use of the old dirty diesel engine then changing it to the new Honda i-CDTi
diesel engine automatically tells the viewer that the aim of the advert is changing the old and
replacing it with Hondas new diesel engine (figures 13&14). The use of repetition allows the
audience to constantly remember it is Honda and it is Hondas new efficient engine, this would
target all audiences who would want the better for the environment. There has also been a
repeated use of the word hate throughout the commercial in the lyrics of the diegetic song and
on screen (figure 15&16), in order to remind the audience that Honda is using hate as a force
for change. This would constantly be telling the audience that this is a positive thing, constantly
positioning Honda as positive, as a listening and forward thinking company, and as providing
the solution to environmental problems.

Figure 13

Figure 15

Figure 14

Figure 16

This idea of Honda creating a solution to the environmental problems of our world is probably
the strongest idea in the commercials. The idea is that the use of Hondas new diesel engine,

will be the best solution in terms of addressing noise pollution, efficiency, eco-friendliness and
safety, helping address the problem of the high amounts of CO2 in the atmosphere and the loud
engine sounds from current old style diesel cars. The use of the words make something better
in the diegetic songs lyrics reinforce this idea. Therefore we once again get the thought and
feeling of the new diesel engine being a solution to our problems. However perhaps the use of
the word make reinforces the idea of it being in the hands of the audience, in other words,
Honda tells us that although they have the solution to our problem, it is our job and our
responsibility to purchase that solution and make something better. This is done in order to
make the audience buy the product and use it so that they would feel as if they helped with
solving the problem, which then would convince more people to buy the product.
Our desire to conform is also played upon in this advert. We find this in Hondas use of the
natural world and the environment to present and advertise the new diesel engine. The idea of
using an idealised animated version of our everyday life environment with the sun, the park,
animals etc. being affected by the old polluting engines would appeal to the targeted audience
as they would want to help their own environment. The idea of the only way of helping the
animals and environment being by buying the new diesel engine Honda has created, as implied
by the commercial, makes the audience feel that if they do not get the new diesel engine they
will not be being a conscientious citizen and as a result will not fit in. The audience may feel as if
they will not have friends and will be alone as it will destroy so much around them, thus preying
on our desire to conform to social norms and belong, as it makes us feel safe.

Figure 17

Cresta:
Cresta is a fizzy drink for kids which was produced and released in the 1970s and taken off the
market in 2007. Crestas Its frothy man commercial is one of a series of ads using a surreal
cartoon polar bear which is also called Cresta. The campaign was created by John Webster
from Boase Massimi Pollitt, who also invented the Smash (instant mash potato) Aliens and the
Honey Monster for Sugar Puffs. In contrast to Honda, for this commercial the creator has
chosen to use a simple line drawn predominantly black and white cell animation. However
although being very simple in appearance, just like Honda it is quite complex in its appeal.
Throughout the commercial the bear is presented in ELSs, while the product features in
CU/ECUs. It is an anti-realist narrative of a cool polar bear drinking a fizzy drink and reacting
to its frothiness. Its also quite humorous in order to promote the brand and target a particular
audience, the 1970s audience being mainstream primary school aged children who would now
be the Honda drivers, who would also be the baby boomers of the time.

One technique we find that Cresta uses in its commercial is gluttony through the use of the
product. The idea of greed for food is one advertisers use a lot. We dont need fizzy soft drinks,
but when we see them in a commercial, or see someone else drinking them, we might want
one. The product features mainly used in CU and ECUs (figure 18&19) throughout the whole
commercial to prompt our thirst, including during the process of the polar bear drinking the drink,
making it seem desirable to children aged 6 to 12 because ... This is done because the seller
wants to make the audience crave the product, they want to make them crave it in order for
them to actually remember the product and want to buy it the next time they go out. As human
beings when we crave food we want it straight away, or when we crave something we
remember it, therefore the next time we go out most of the time we want to buy the product we
craved. It makes the audience more likely to buy the product, increasing sales. Obviously in this
case children would be pestering their parents to buy it.

Figure 18

Figure 19

This commercial series also uses envy with its denotation of the polar bear character, connoting
cool human characteristics, leaning against the wall, wearing sunglasses and talking using
slang phrases from the 70s like hi man (figure 20). The connotation of the bear acting cool with
the drink in his hand, could make children believe that he is cool due to the drink, or that cool
people drink the drink. The idea of the bear going crazy once consuming the drink would make
the children crave the drink, because they would believe that the drink makes them go crazy
because its so frothy and would make them appear funny and cool like the bear. Therefore,
they have used the bear acting cool with the drink in his hand in order to make the younger
targeted audience feel like they need the drink to be cool. This way they are targeting children at
a young age who also wouldnt know the harms of a fizzy drink, in order to buy the drink, or
pester their parents into buying them the drink, by making them believe its cool.
This could also be seen to be appealing to our need for conformity. The idea of not fitting in if
you do not have the Cresta drink, being left out because without it youre not cool. This has
been used in order to suggest to the children that one way to be cool or fit in would be by
wanting/having the drink and also means that parents would buy the Cresta drink for their
children as they would want them to be happy, comfortable with their friends at school and so
they would bow to the pressure of the pestering.

Figure 20

From the opening scenes of the commercial we are aware of the use of humour. It is used
throughout the commercial, constantly referring to the younger audiences humour because its
quite physical. Humour has been used in the bear acting cool, with his sunglasses (figure 20),
talking like one of us through the use of slang language like hi man, also being on screen
(figure 21) and the jumping and falling around (figure 22) he does after drinking the drink. This
attracts the attention of the children, with its physical humour, making them more interested in
the commercial and therefore, in the product.

Figure 21

Figure 22

The Cresta commercial Its frothy man also uses celebrity endorsement. The bears character
and reactions are apparently based on the character Jack Nicholson played in the movie Easy
Rider, mimicking his response when he drinks whiskey from the bottle, therefore giving us the
idea of the use of celebrity endorsement. This would then be targeting adult audiences, being
more of the young parents aged 20-30s, mainstreamers who might recognise the
characteristics and relate them to Nicholsons character from the movie, and as it catches the
attention of these adults, it becomes something familiar to them and may make them want to
buy the product for their kids due to that familiarity. The use of the celebrity endorsement of
Jack Nicholson, a famous young, cult, movie star at the time could automatically give an idea of
the product being cool.
Another technique that is apparent in the commercial and is closely connected to the celebrity
endorsement is the use of intertextuality. We see this in its use of the polar bear itself, Cresta.
The polar bear is based on a Jack Nicholson performance in Easy Rider after drinking whiskey.
The polar bear acts in similar ways to those Jack Nicholson acted in the movie and the young
mainstream parents may have seen the movie and recognise this in the bears performance in
the commercial. Identification could be another technique which could also link with conformity
and envy in this commercial as once again the audience, mainly children will see this and will
want to be like them. In other words, the children would want to be as cool and as crazy and
monster like as this polar bear, Cresta. The use of identification would make the audience feel

as if being one of these will make them different and admirable, because children may believe
that the polar bear, being a childrens animation is someone they would look up to. Therefore,
Cresta has chosen to use Cresta the polar bear for the advertising commercial in order to both
provide the children with something/someone they are familiar with but to also allow the use of
the persuasive technique identification take place so that the children can believe that the drink
would bring them up to a standard where they would be admired.
This animated advert can also be said to inspire nostalgia, in its use of the LS of the Cresta
polar bear. There may be young adult mainstream parents that may refer to their childhood and
the excitement of drinking fizzy or frothy drinks as a treat, and this would automatically create an
emotional connection between the younger adult parent audience and the commercial. This
may then make the audience feel as if their children, or the children they know should also have
that excitement and therefore drink the drink as well. This would perhaps encourage those
parents and adults to the drink for their children, increasing its sales.
There is also a repeated use of product placement throughout the commercial. The Cresta polar
bear is constantly holding the Cresta fizzy drink in his hands throughout the entire commercial
presenting it to the audience in ECUs, CUs and LSs (figure 18&19). This helps the commercial
target their particular audience, children. Conformity has been another technique used
throughout the commercial, we find this in its use of the bear acting human like and cool (figure
20) then turning into the big strong monster like character every child would imagine to be like
(figure 23). This would reinforce the fear of conformity in the child as they would want to be like
this character and they may believe if they are not then they will be left out and would not fit in.
This would therefore also target parents as parents would want their children to fit in and not be
left out, therefore they may be more convinced into buying their drink as they wouldnt want their
children feeling bad and possibly lonely, as this drink was a very popular drink and was
consumed by almost most children. This would therefore not only target the main audience of
the product but would also target a secondary audience being parents, we find that the use of
conformity would convince and persuade the audience into buying and consuming the product
as this technique plays against their fears.

Figure 23

The commercials structure is also a part of its direct appeal to both the consumer child and the
purchasing parent. The sound is diegetic, with the bear talking, drinking the drink and then
acting crazy by. and making noises like. until we get to the last frame of the advert and the
last lines now in 5 fruity flavours. It is here we find that there are 2 voices used, the first one is
the slang 70s bear character to appeal to the consumer child and a second adult voice towards

the close speaking in received pronunciation to appeal to the purchasing parent. The bear then
returns for the tagline Its frothy man! to close the commercial. The pitch of the bears voice
changes throughout the advert, especially when he changes into the crazy big strong monster,
getting more stronger suggesting possible importance, making the children feel they want to be
monster like and sound as important and strong as the polar bear. There has been covert
messages used throughout the commercial through the use of the white background for
example. The use of the white background could refer to the idea of the polar bear coming from
the snowy, ice, cold arctic in the South pole, this would then also suggest the idea of the drink
best served ice cold from the fridge. The Cresta bear being very laid back and acting cool or
chilled also may create the thought and feeling of him not being cool and chilled but being ice
cold and although he is acting human like through the use of inversion, he still has an
image/reputation to uphold and maintain.
Crusha:
The Crusha Kittens ad is a low budget animation commercial with an anti-realist narrative
featuring impossible events. The product was first introduced in the 1950's, sold in the UK and
America, and this commercial was created in order to re-launch the Crusha brand. W
alsh Trott
Chick Smith created this anarchic concept for Silver Spoon as part of a relaunch campaign for
their Crusha flavoured syrup. It was bought by British Sugar in the first few years of it being
introduced however in 2001 it came under the Silver Spoon brand. J oel Veitch is the animator
for the commercial, which was produced by TomBoy Films who also created a couple of
commercials for the Crusha brand using these same singing kittens and product bottles that fell
from the sky and crushed cows. Crusha is often the milkshake of choice in cafes, however it is
also sold in shops for home mixing.
Humour is the most direct appeal to audiences here. The idea of cats and cows being the
narrators of the commercial would appeal to a younger audience that may enjoy the humorous
dancing and singing of the cats shown in the LSs (figures 25&26). This enjoyment would then
result in those young children going to their parents and consistently asking for the product as
they may believe that this milkshake is the only way of enjoying themselves and being as
energetic and joyful as the cats in the commercial. In the commercial we see that there are cows
being crushed by the different flavours of the product as soon as the non-diegetic voiceover of I
want some Crusha.. begins, which may suggest humour. The use of the different colours and
flavours suggest to the audience that there are more than 1 choice on offer and they can pick
their favourite for their child. The idea of the animals dancing may also make the targeted
children feel as if they can do impossible things such as the impossible things the cats are
doing, singing and dancing. The use of humour in the commercial through the use of the LS of
the cats playing the double base, the xylophone and the guitar and singing (figure 27) and
dancing around to the music has been done in order to effectively drag the attention and interest
of the children to the commercial and in turn the product it is advertising.

Figure 25

Figure 26

Figure 27

Intertextuality has also been used as a persuasive technique in order to persuade the audience,
we find this in the advertisers use of the link between the commercial and Crusha kittens. Just
like Cresta, Crusha has also used the Crusha kittens childrens tv programme in order to
present its product, the idea of this programme being used with this particular commercial has
helped grab the attention of a higher range of audiences. Audiences who may remember this
particular programme from before this commercial being advertised would make them
automatically trust the product more as it would be more familiar to them. This would then
therefore mean that the parent audiences will buy the product for their children. Intertextuality
has also been used through the use of the commercial being an animation with the bright
colours, just like in Honda, which would therefore show that it is targeting children but would
also make the parent audiences feel like the product once again is more trusting as it is
childrens cartoon like commercial. The use of this animation commercial could also make the
audience feel familiar to the product being advertised but would actually grab the interest and
attention of the children, which would give a higher chance of them actually wanting and
consuming the drink. The use of cats could also be intertextuality once again also linking with
Honda using animals and nature as this would refer to the idea of childrens tv programmes etc,
having animals and nature in order to not only educate children through the tv programmes but
to also help them understand what it is trying to be shown and said through their language. The
advert looks very cheap and almost homemade which could have an intertextual reference to
the idea of youtubers making their own videos and adverts at home, which look similar to this
advert. The use of this idea could give the sense of the advert being made in order to look like a
youtube video about the funny things your pets may do, targeting a young adult audience, and
students which may be interested in youtube videos.
One of the main techniques used in the commercial is the use of conformity, we find this is in its
use of the cats being in a group whilst presenting the product, which may make the audience
being mainly children feel as if they also need to be part of a group and that if they do not have
the product being advertised, in this case Crusha, then they may feel they will be left out. This
plays on our fears of loneliness. The mainstream children may believe that they will not fit in with
the other children who may be consuming the drink, which would then result in them going to

their parents and asking for the drink, prompting the parents to purchase it. This might also
make the children more attached, or loyal to the brand, as they may believe that this drink is
their only way in. This could also be said to be used to target the mainstream purchasing
parents as they would also not want their children being left out or being lonely and unhappy.
This is of course bringing out their fears for their child and as such playing on their feelings of
maternal or paternal love.
The commercial uses maternal/paternal love throughout, in order to target parents with children,
to buy the product. This commercial is targeted at the mainstream consumer children but also
addresses the purchasing parents of generation Y or Z, as they would buy the healthy product
for their child to consume. The use of the CU of the pouring of the milk mixed with the syrup
showing the audience how to make it at home could target the parent audience as they may
believe that this product is ideal for their children. The product containing milk could suggest to
the audience that the product is healthy and perfect for their children through their stages of
growing up, reinforced by the use of the cut out animated cows in the background of the ELS,
which could also suggest to the targeted purchasing parents that the product is healthy and safe
for their children. This would therefore also link in with the use of the persuasive technique
health, also targeting parents.
Our gluttony is also appealed to in this commercial, just as it is with the other drinks
commercials Ive written about, Guinness and Cresta. The idea of the product being a milkshake
(figure 24) sold to the audience automatically brings out the audiences weakness of gluttony,
resulting in the audience wanting and craving the drink. This targets audiences such as
mainstream children aged 6 to 16 as they often want food or drink if they see others with it. It is
a want, rather than a need, as milkshakes arent usually a must in a childs life however parents
may struggle giving their children milk, therefore may want to use the milkshake in order to feed
their child the right products needed. This would therefore be a want for the parent rather than a
need as they would like to make their life easier and their children happier by giving them
something which perhaps tastes better. The idea of the cold milk being poured into a jug and
then mixed with the product once again targets the audiences gluttony and gives them the
sense of wanting to buy the milk as it also shows them how it is done. This would also once
again target parents due to them wanting to give their children healthy products including milk
which is seen to be in an important position for children, also targeting the sense of the parents
maternal/paternal love. Children nowadays are not too into milk and often turn it away,
preferring other soft drinks. This would therefore help mainstream parents to perhaps persuade
their child to drink more milk than they otherwise might, making life easier for the parents as
they could give it to the children as a milkshake which tastes better than plain milk, and so we
can argue that the commercial is in some ways also appealing to concerns about child health
and obesity, but also in the same way appealing to the purchasing parents feelings of
maternal/paternal love. This would then mean that parents will be buying this drink in order to
make their children healthy and happy. This is most clearly suggested when the advert shows a
short demo of the pouring of the milk and syrup mixture, which clearly shows the audience the
milkshake contains a healthy product (milk) and is easy to make, the use of the different

flavours falling from the sky onto the cows would suggest that there are different flavours on
offer which gives the audience a chance to actually pick the flavour they want, resulting in happy
parents and children consuming their favourite flavour (making them happy) of milk (making
parents happy).

Figure 24

Product placement is also a major feature of this commercial and adds to its humour as, at the
point where the cat says the brand name Crusha a bottle of the flavoured syrup appears from
the sky in the background and crushes one of the cut out animated cows in the pasture which is
then repeated with every other flavour and colour (suggesting different flavours on offer) every
time the cat uses the name of the product Crusha therefore is also a use of repetition (figure
28). The idea of the product being a milkshake could link with the use of the product crushing
the cow, as it may give the sense that the product is making the cow shake literally. The use of
the crushing would therefore target boys whereas the idea of the milk being included in the
product would target the parent audience as they would be the audience interested in a
healthier lifestyle for their children, which is shown through the use of the cut out animated cows
which reinforces the milk. The use of the product being shown and presented in the commercial
shows the mainstream children and parent audiences what the product looks like so they know
what to look for in the supermarket to assist purchasing. It helps the audience become familiar
with the product/milkshake so that when they next go out to the supermarket with their parents
they will be able to recognise it on the shelves and pester their parents into buying it. This would
therefore mean that parents would be inclined to buy the milkshake syrup to keep their children
quiet in the supermarket.

Figure 28