Line of appeal

Overt message



This advert is aimed at mostly male and female teenagers as they like fast rides and roller coasters. the advert is overt because at the start it already shows the tower but also a black hawk holding a the logo of the ride which is a purple and yellow swirl and dropping it into twists and turns of the roller coaster ride shown on 0.01  to 0.03. The hawk gives the audience a scary or creepy feeling because hawks are usually used to give a negative feeling. The reason why this is an open advert is that on 0.05 the man is already sitting on the roller coaster but with a giant smile on his face but also with the purple and yellow swirls in his eyes. The advert shows a boy that is acting nervous and strange because but then during the ride at 0.25, both the man and the boy had a huge with the purple and yellow swirls in their eyes. the message that the advert is getting through is that the ride is called 'The Smile' the way that the advert shows this is by having a miserable boy before and a mid-shot of it on 0.08 and then his reaction on the ride on 0.25.


Hidden advert



This is advert is a hidden message because throughout the advert there is no one talking. The way this advertisement was presented also makes it self-perception as the audience would want to be or remember being in a similar scenario. The advert was presented by making the audience relate to the advert by using just the video and not the voice over to sell the product. The audience can relate to this because everyone has a cold, long, hard day and they come home for a hot cup of tea or coffee to warm up. The target audience for this advert are adults because they usually do the shopping and also drink tea mostly as it is mature. An example of this would be in 0.03 when they opened the door and standing in the rain in the freezing cold weather. the product is presented in a positive way because they come home from a long cold day and happy to have a cup of PG tips tea but also they make little details to make the product it more positive such as on 0.28 when the tea, biscuits and spoon is placed on a tray buy but also made to look like a smiley face.

Emotional responses
Fear and Concern


This advert alerts the audience on keeping your eyes wide open in any situation as anything can happen at any time. The way they showed this was to have a family included so that you would eel sympathetic towards the family affected. The advert is aimed at people all ages and all gendered but mostly teenagers as they could not be aware of the dangers at times. They get the message across by having a happy family bike riding and playing a game from the start of the advert to 0.24. However a train was coming and the girl got distracted by the game. at the end there was a low, serious toned voice saying 'distractions can cost you your life' which makes you think of how easily this could happen and this advert will always make the audience remember the dangers of being distracted whether being on the train tracks or not.

Self-perception / Social position

This make the audience want to be in this position because he gets to have his dream job by saving money on his car insurance. After he was introduced, the voice over straight away 'Alan saved £300 in his car insurance and now he feels epic'. This makes the audience feel positively about the company and what they are trying to sell to you. When the voice also said 'he feels epic' it brings thoughts of how it would feel like being in his shoes. The word 'money supermarket is repeated in the beginning in the graphics, on 0.22 and also on 0.36 and showing it in the graphics at the same time so it will stick in the audiences' head. the word 'epic' is also repeated on 0.31 to send out the message that if you save money in your car insurance, you could feel epic and the video shows that if you save money on your car insurance, you could be what you want to be like the actor in the advert.

Celebrity endorsement 

This advert uses a range of celebrities in it but has Jessica Ennis as the main celebrity staring in the advert. The man was giving information of the company from 0.04 to 0.19 and being specific about what to do such as getting three per cent discount but also Jessica agreeing to him and giving positive feedback which would encourage the audience to get into Santander. At the end of the on 0.22 to 0.26 there were other well-known celebrities from different sports such as the F1 race and the well know golf player which will convince the audience to get Santander.

Audience research

Five key characteristsic of advertisements

Benefits offered
The benefits offered that was shown in this advert is that they show an ordinary crisp but they deliver it as an new, different and better crisp. an example of them doing this is in 0.04 to 0.09 where they give a handful of information of the crisp by saying it has 70% less fat but also all the flavours you would expect from walkers which makes you think of your favourite flavours and expecting them to have it, this would also be a pitfall for them as the audience would think that they would have a wide variations of flavours but in reality they would only have just a few. the customers in the advert was given an option between a crisp that they presented as it being delicious and low fat at the same time and a baked Gary Lineker as being the baked star. They both have been presented in very different ways, an example would be that in 0.07 there was a close up of the crisp as she was complimenting it, and for the other baked star there was just a mid-shot of him with nothing but silence and not happy faces. This would make the audience think that the crisp is better just because of how they presented it. At the end of the advert, they showed close ups of three different crisp flavours and also a'70% less fat' next to it. They want to get a message across that the crisp is tasty but also low fat that would benefit the customers as they could enjoy it without having to worry about the fat in the crisp.

Advantages over similar products
The advantage that is shown in this product is that the crisp is 70% less fat as that have repeated it in 0.08 and also at the end where they have it in big, bold and capital letters. They know that there are lots of people that worry about their weight and do not want to be over weight in the future so they make it clear by saying the crisp is healthy and low fat. Another advantage will be that Gary Lineker helps them to advertise the product in 0.14 to 0.26. The way they do this is by making the customer choose the crisp instead of Gary which would make people think that the product is worth buying. there is another advantage to this crisp that they have shown well in the name and advert, the shape of the crisp is different to other products as it is in the shape of a star you wouldn't often find crisps in the shape of a star. They show this clearly in 0.07 by having a close up of the crisp but also slightly turning it to add an effect to the advert and product to make it look better.

USP
The unique selling point of the advert is by comparing the baked star crisp to a backed star Gary Lineker because they use the shape of the crisp to make the advertisement as they play with the words. They make sure that they show the 70% low fat is clear as the lady said it in 0.08 so they would want to let the audience know that the product is healthy and low fat but also delicious so they can also enjoy it. This is also because they have shown it at the end of the advert to make the audience to remember it. The shape of the crisp is also unique because there are no other star shaped crisps but also, they have chosen a star because it can be presented in a positive way and to make the target audience wider because there would be younger audience that would want the product. I don’t think that the product is worth buying because there are also many other products that aim to have less fat for the customer but also because there will be customers that are loyal to a specific company such as Doritos which is similar to this product but they would rather stay with Doritos. 

Lifestyle appeal
The benefits that the product offers to your lifestyle is that you could eat the crisp as a snack whenever you are hungry and gain a limited amount of fat from the product. They have shown this in 0.28 where it shows 'baked for 70% less fat' which makes you think that they make the crisp differently from other crisps to make it low fat. The target audience for this product seems to be ages from 5 to 16 for both boys and girls as the shape of the crisp makes it more aimed at the younger aged. However, the product might be aimed more for boys because there was a boy that stared in the advert who makes the decision of choosing the crisp over Gary linker. In lifestyle wise, I think that the advert made it look good for being healthy, tasty and also low fat so it would give a positive attitude to the audience.

Brand identity
The way the advert was presented made the company look humorous but also as being proud of their products because in 0.22 the boy chose the crisp over the famous star which was over exaggeration but also funny in a way. They show that they are proud of the product on 0.03 to 0.12 where it shows the lady giving out good information to persuade the boy to pick the crisp and also a show of him taking a bite of the crisp. They also show that the product that they make is healthy and low fat so if they see another product by the company, and then they would instantly think that it would be healthy because of this advert.

Benefits offered

The first sentence that was said was already effective as it was a rhetorical question as it would make the audience think of how it would be like and looking at smooth delicious chocolate at the same time. this goes well with the voice over because it is a smooth, calm and relaxed voice, for example at the start from 0.01 to 0.03 when the lady said 'Do you dream in chocolates?' so the audience will think positively of the product as it would of grabbed some people’s attention because of the voice over but also because of the smooth chocolate dripping down that is being showed. To make the advert more effective, they used slow motion to make the advert more calm and delightful to watch. If the advert was fast then it would be as smooth but more messier and fun instead as there would be chocolates flying around. the shots of people having a bite on the chocolate also makes the audience want the it even more as the face impression shows that they are appreciating the chocolate that they look as if they seem to be in heaven by eating the chocolate. The use of shades between each shot such as in 0.04, 0.06, and 0.07 and so on makes the advert more effective to the audience as it makes it flow, soft and fluid. The use of word that they have chosen was also affective as it convinces the audience to buy the product, for example in 0.26 to 0.27 the lady said 'chocolate like no other' which makes them think that this is an extra ordinary chocolate.

Advantage over similar products
The advantages that this product might have over other similar products could be a way the product has been show, for example on 0.08 there is a shot of the chef making the chocolate and looking into the chocolate to see if it is good enough. the words that also such as 'dream' 'created with passion' 'irresistible' 'smooth' 'flowing' luscious' which makes an a good effect to the advert because it leads the audience to think the chocolate is like no other and is 'irritable' as they said. The advantage that this advert has over others is that there are many close ups and smooth flows and also fades that not many other advert uses. This makes you want to have a bite of the chocolate because it is in the background such as in 0.16 and also because there are shots of people admiring the taste of the lindor chocolate.

USP
The unique selling point for this product would definitely be the advert as it presents the chocolate in a different way compared to other chocolates and every time you will see the chocolate, you would think of this advert shown as they have lead you to buying the chocolate by giving you positive attitudes to the product. The advert keeps going back to the chocolate such as in 0.05 and 0.28 where it had a fade in to a close up shot of the chocolate packaging and also a melting smooth chocolate in the background. There is also a shot of the chocolate box with three of the lindor chocolate outside of the box on 0.29 then a hand taking on of the chocolate in 0.30 to make a good effect so you would also want to take one.

Lifestyle appeal
The benefits offered from this product is just to have a good tasting chocolate, however, they have not said how fatty the chocolate is so they are avoiding the healthy point of the product and focusing on the flavouring of the product as it is their strongest point because in the advert, the lady was only complimenting how good the chocolate tastes. The target audience for this product would be from the ages of 20 years old to 40 years old women. This would be because the voice over used was a female but also the way that it was presented such as the typography used on 0.30 was more feminine and also the words that were chosen made an impact to the advert. Another example would be the actress used because it enhances the female audience.

Brand identity
The advert shows the logo and chocolate that they have made in three stages of the advert, on 0.04 0.27 and 0.28 to keep bringing it back to the brand and to make it clear to the audience which company has made the chocolate. The world lindor have been used three times in the advert on 0.04, 0.18 and 0.27 to keep reminding you of the name. The chocolate is described as 'no other' so it makes the audience think that it is something new and amazing chocolate. This advert will keep to their mind and will always think of the words used when they see the chocolate.