Yr 12 Btec: Unit 15 Advertising Production

Moving Towards a Distinction for Learning Aim A

PART THREE – Advert Campaigns Aimed at Women

Slogan

Main Image

Pack shot

Anchorage Copy

Maxi-Milk released this advert in order to advertise their high-protein milk product. It was
also part of a series of print ads that were also released simultaneously. They were likely
released in magazines which are often read by men such as GQ or Sports illustrated. The ad
is likely targeted to attract a mainstream tribe member such as a sports junkie. These are
people with a keen interest in sports. These people are likely very active and probably aspire
to have a body similar to the man’s in the main image.

This print ad uses one of Donald Gunn’s 12 types of advertisement. The technique is the
demo which is shown through the main image, a longshot of a man with an athletic
physique, demonstrating incredible strength to comfortably hang form the rock with one
hand whilst drinking the milk. This shows the audience what they’re supposed to gain from
this product even though it is exaggerated. The packshot is accompanied by some anchorage
text which says ‘Builds lean muscle’ does this also.
Ethos persuasive is used in the Maxi milk advert. Through the anchorage copy which refers
the reader to the Maxi Muscle Facebook page. Maxi Muscle is the head of the company and
they specialise with sport nutrition as they are a sports nutrition brand. The anchorage
Yr 12 Btec: Unit 15 Advertising Production

highlights their credibility and convinces the audience that the advertiser is reliable. Logos is
used in the anchorage copy. It states that ‘It’s got 30g of high-quality protein, its rich in
BCAAs and its totally fat free’ these statistics increase the credibility.

https://www.youtube.com/watch?v=koPmuEyP3a0

The company Gillette promote and sell Men’s shaving products. They were established since
1901. The media reaction seemed to be mostly positive. The advert was distributed through
YouTube. However, the audience reaction seemed different as some male audience
members viewed the advert as showing men in a more general way with most men in the
advert partaking in acts of toxic masculinity and misogyny. The ad was released over
YouTube to reach a wide audience.

There are two types of advertisement from the 12 Donald Gunn advertising types present
within the advert. These are type two ‘Show the problem’ and type seven ‘Presenter
testimonial ‘. Type two is present throughout most of the advert as the advert intends to
present the problem of toxic masculinity to the audience through specific scenarios
throughout the advert such as sexual harassment. The effect of this is that the audience is
shown the problem of toxic masculinity and should be able to better understand the adverts
message. Type seven is evident through the voice over narration that takes place throughout
the advert. This further helps the audience to understand the problem through the
narration.
The editing in the video is fast paced and moves quickly between locations to show the
problems taking place in a variety of locations and situations. This adds context to the things
said in the narration.
In terms of ethos, the advert uses the plain folk’s technique to appeal to the audience. The
characters in the video are everyday people representing an everyday problem. This makes
the ad seem more relatable and realistic. Not having a celebrity speak on these things helps
to keep the focus on the message and not the celeb.
The advert uses pathos advertising by evoking some negative emotions for the audience
such as when the kid is crying in his mother’s arms due to bullying. This will make the
audience feel sadness and sympathy.

Overall the video advert is effective in terms of getting its message across. The video has
shown and addresses the issues Gillette as a brand have a problem with. It also helps with
promoting Gillette’s new brand image.