Lines of Appeal

Gurdeep Singh Sheri

 Intertextual
• Intertextual basically means one media
text relating to another piece of media.
This is one Line of Appeal used in
adverts
• This advert is called ‘Burnt Offering’
promoting Warburtons bread. A burnt
loaf of bread is treated like a person
who has just died, and the reactions of
the people within the factory are
exaggerated and dramatised like within
a film to promote the Warburtons
slogan.

http://www.youtube.com/watch?v=P3YOOeZKMWc
 Nostalgia
• Nostalgia is another Line of Appeal. This
is when the advert is set within the old
times to show the history and
progression of a company. This also
highlights the company's reputation as
highly established.
• This advert takes the viewer through the
historical periods of Britain's history such
as ‘Votes for Women’ movement and
WW1 to emphasize the involvement of
Hovis towards the country.

http://www.youtube.com/watch?v=S4tFzuFGUOI
 Shock / Serious

http://www.youtube.com/watch?v=vBxnxVOFyBk&feature=related

• A advert which causes shock to the viewer

highlights a serious message. This is a line of appeal
used by companies to promote a sober point.
• This advert focuses on the beauty of a woman, by
showing a nude woman in a field who obviously
seems very appealing, however towards the end we
understand that she has a missing tooth due to gum
disease which puts off the viewer, and portrays a
serious message.
 Celebrity Endorsement
• Celebrity Endorsement is another Line
of Appeal. It is basically the concept of
a celebrity representing a certain
product, and hopefully when viewers
relate to the celebrity, they should
associate back to the product.
• This advert features several world
famous footballers such as Drogba and
Kaka as well as the singer Akon. When
viewers will see these people in action,
they will automatically be associated
with Pepsi.
• It also could portray the message that
if people consume the product, they
can be like the celebrities who also
consume the same product and relate
themselves with the celebrity.
http://www.youtube.com/watch?v=VQMlPSyZtos
 Unique / Random
• An advert can also be unique or really random
as a line of appeal. This means the advert can
have absolutely nothing to do with the product
but is a very distinctive concept which is easy to
remember because its so random and unique.
• These two adverts on the side are terrific
examples of unique and random adverts. The
first one is a Cadburys advert which consists of
a gorilla playing drums, which has nothing
whatsoever to do with Chocolate, but we can
remember it easily cause it is so unique. The
second one is a Evian water advert which
contains babies on rollerskates which is so very
random so we can distinguish this advert from
other adverts.
 Camera Shots / Angles
(Establishing shot)
Celebrity
Pack Shot Endorsement
Brand/Company
Name

Sound
• Diegetic
• Non-Diegetic
Conventions of a Television Advert

Logo

Editing
(Linear – Tells a story, Product in
fast paced) Use

Narrative/ Voiceover
(Telling a Story) Typography
Slogan
 Brand / Logo

• The brand / logo, is a symbol or emblem that represents the

company promoting the product.
• By including a logo or a brand within a advert, it gives the
audience a rough idea regarding the reputation of the company
and whether it is a established institution that they can trust.
• When promoting a product, the logo / brand, also gives a idea
about quality of the product depending on if the company has a
good history.
 Camera Shots
Establishing Shot
- Most adverts start with a establishing shot which
lasts maximum 2 seconds which informs the reader
of where the advert is set. This is usually a long
shot which grabs the surrounding area.

Product in Use Pack Shot

- Very similar to Pack shot however this type of shot
focuses not on a still image of the product but the
product fulfilling its purpose. For instance a Pack shot
would show a chocolate bar whereas a Product in Use
shot would show someone eating the chocolate bar.
- Mostly used in adverts selling a product.
This shot focuses mainly on the product
being promoted through the advert. It shows
the reader what they are being persuaded to
buy.
 Typography / Slogan

• A slogan is a short and snappy phrase which is also meant to represent a

company similar to a logo. It is usually short enough to easily remember
usually said in a jingle sort of way like a song.
• The slogan is usually written in a distinct font along with other things like
points about the product or service. We call this typography within the
advert.
• The type of typography is usually connoting a significant message in some
way. For instance the Kit Kat slogan is written in a formal font, however it
is in italic therefore slanted symbolizing a laziness of some sort which is
significant to taking a break therefore representing the slogan.