the structures and techniques of TV advertisements

1 overt some adverts have both
An overt message is a message in a television advert that is shown publicly and isnt being hidden so for example a slogan in a advert or the logo.

In this example i am using the old evian advertisement which was broadcasted in 1993. throughout the video you can see a woman sitting in some mountains drinking a glass of water. the overt message in this advertisement is that the product being sold is water. also at the end of the advert we get to see the packaging of the product and on the packaging is says 'natural mineral water' this is an overt message informing the customers that it is mineral water from a natural source.

1 hidden
A hidden message in an advert is a message that isnt directly told to the audience but it is in the advert to try and put a idea of the product into the audiences mind.



I have chosen the geox shoe that breahes advert. in this advert you see a number of young boys taking part in sports such as skate boarding and football. the hidden message in this advert is set out to young boys because the hidden message is that by wearing geox shoes it will enhance your sporting performance and you will be much better. the audience being targeted in this advert is boys around the ages of 6-13 that are into sport. the location aimed at could be either america or britain because these are sports associated with both countires and the language in the advert is English. also the ethnicity would probably be white british people because in the advert all the people are white. the lines of appeal used in this advert are self possesion and solution to a problem. it would be self posession because the audience could relate to the sports being played in the advert and think they will need the product so they can be better at what they love doing. also it could be solution to a problem because the children could be thinking that they are not preforming as well as they could be at these sports and that by purchasing geox they could enhance their preformance and be as good as the guys on the advertisement.

2 emotional respones

An emotional response is an advert is when the advertising company try and make a advert which will make the audience emotional and try win over views by making them feel sorry for the people in the advert. this is often done in charity adverts


this advert is the nspcc advert it uses compassion to try and make the audicne feel sorry for them by showing what the children are actually going through. the target audience this is aiming at is mainly an older audience of about 24-40 year olds that are both genders and any ethnicity. this is because it is trying to attract a very wide audience because child abuse is a subject that needs to be solved with. This advert uses compassion by having so sad love songs and by using black and white footage of children being abused and looking sad. already the music and colour scheme sets the tone that it is going to be sad and then the audience actually see what is going on and they get sad. this may appeal to the audience because showing the audience what happens to these children may motivate them to try and help them and to try and stop child abuse. also towards the end it says by donating a small ammount of money they can help. the audience may think by doing such little they can make a big change so they may do the little to achieve big this advert uses the concern line of appeal. for this advert i have used the rspca advert. this advert gives each animal a personality and tries to tell the audience its brief and depressing life story and then at the end it shows that the animals can be helped but only with the audiences help. the target audience would be all ages both genders and any ethinicity. however the interests would be dogs or petting. the advert appeals to its audeience because it makes the animals sound like they are normal people but it shows the animals being abused and looking upset and how badly they are being treted. this could concern all people but specificly people who own dogs because they would see how badly dogs are being treated and they wouldnt want their own pets to be treated like that eitehr.

1 celebrity endorsement

Celebrity endorsement is where the business hires a celebrity to endorse their product. this is a marketing strategy because it will attract the audience more or it will make their fanbase see the advert aswell.


in this advert i have chosen the pepsi 2011 fifa world cup advert in the advert it is set in africa and there are celebrities such as drogba lampard messi kaka and akon. when using celebrity endorsement the advertising company needs to think about their profile location audience perception and aspiration identifications. all of these players play in the top leagues in europe and they are from different countries already this will bring in a huge audience because it has so many different nationalities with the best players from the best leagues also these players ar fan favourites and huge role models to children. also the location is in south africa because that is where the world cup is going to be held. this would attract a target audience of about 11-35 mainly males who like to watch football. this is because this is the main target audience that watches football in general. also it would attract all ethnicities because all the international teams the big teams have a representitive.