Research at start of course (AO1)

This is a research task into similar adverts/ identifying conventions.
Upload three adverts that target a similar audience to mine and explain the conventions and line of appeal.

The first advert that is aiming at the same target audience as ours is shown above. Likewise, the advert is a packshot as it may not have a product to publish but it does tell the audience at the end what the objectives are and what it's aiming at.
The mood created in this advert varies as there is different types of lines of appeal used such as humerous, comedy and solution to a problem.

However, it is also more of a narrative like advert which is set to tell a story to the audience at the beginning and end the advert with a happy ending where the teenagers aren't afterall useless by messing about or hanging around doing nothing. So it's more than a 30 second advert.
Most improtantly, it breaks the strong stereotypical opinions about young people.

Personally, I like this commercial because the way it uses real life teenagers as actors to create a sense of realism makes it more appealing to the teenage audience.
The line of appeal on this advert is that it uses the advert as a solution to a problem. Here, the problem is that the advert is challenging the stereotypical views about young people. In society, either the media or individuals themselves commonly scapegoat the members of a group for doing something. For example, black African Carabbean boys are more likely to be scapegoated about stelling or something to do with crime. As a result, this advert has been produced to go against conventional views and thought of people about jufinilee issues.

In addition, this is a very powerful commercial as it begins with a very unusual situations where a group of teenagers are hanging or messing about in a park. As soon as the audience sees them they instantly, start labelling in there mind about the conventional or stereotypical teenagers. People will instantly create personal persepectives about young people. For example, they might think as soon as they see the commercial that they have nothing to do but being lazy, they're drunk, loud, smoking, fighting, disrespectful, swearing, wearing hoodies, and can't keep their trousers up. This makes it more appealing to the teenage audience as they know people will think or label them like this. For example, when somebody is robbed some people will immidiatly scapegoat the teenagers.

In conclusion, the voice over of the man on the commercial is very conventional and appealing as it uses the typical labels people make about teenagers. This advert makes people to actually think before they say something. For example, he's saying, ''is this your view of young people? drunk, loud, smoking, swearing, wearing hoodies, can't keep their trousers up''. Than he backs up the teenagers by saying'' Well think again , teenagers are more creative than ever before''.
Hereby, the purpose of this advert is to substitue people's traditional views about young people.
This connotes that people will actually say ''wait a minute'' he is right teenagers aren't always the way they are conventionally, labelled. So the convetional interpretations had been denied and almost removed from the people's minds.


Created by Maryam Latifi