Campaign Methods

Threat

 

A threat campaign makes the audience aware of the consequences of smoking. Using shocking  statistics to prove that people can't avoid being a statistic and makes the target audience understand the risk or issue with the action the campaign is against. For example the picture appears as a typical young adult male which also shows who the target audience are. The smoke forms the shape of a gun, which is pressed to the man's head. This could represent  the source of the gun is coming from his own mouth showing that he is killing himself , which can also be interpret as suicide, especially because the gun is pressed against the side of his head which is a stereotypical position for suicide.

Shock 

 

Shock adverts are created to leave a lasting impression on the target audience, instead of impersonal statistics, shock makes the audience relate to the victim. Shock adverts are designed in some cases upset the audience, to stop them doing the action shown. For example the Think campaign has the victim staring pleading into the eyes of the audience which helps the audience empathise with the victim. In his hand is the mobile phone which is responsible for his death, this is a more subtle way of showing the cause of his death.

 

The Think! advert shows a family playing I spy but ends in one of the children being hit by a train, when this happened the audience is completely taken by surprise because people assume accidents only happen to unsupervised children when the parents could help them.

 

 Famous/Elite People

Campaigns use celebrities or elite people to draw attention to the advert, by using a known figure, it will make the audience interested in the advert and will make people talk about the campaign, giving it more attention.

 

 The Red Campaign features a large range if celebrities from Orlando Bloom to Hugh Jackman. The well known names will draw attention to the advert and this would interest their fans and cause fans to spread it through social networking. 

The image shows two celebrities in plain clothing wearing tape across their mouths in protest. NOH8 is a campaign for marriage, gender and human equality.

 

 

 

 

 

Enigma

Think! released an advert where the audience had to count the number of passes by the white team, but the audience fails to notice the bear moonwalking across the shot. This shows the audience that they can be unobservant and this can lead to dangerous driving. This makes the audience think about the advert for hours after it is finished because it makes them reconsider their opinion how good their eyesight is.

 

 

 

Jingles/Slogans

 A Jingle or a slogan makes an advert more interesting, they are used in every advert of a certain to campaign for continuity. If a certain slogan or Jingle is in someone's head they will associate it with the brand. 

 

The Go Compare adverts feature a Jingle which is played in all of their adverts and has become associated with the brand.

 

A slogan draws a conclusion to an advert, gives the campaign a consistent expression that features in every advert and help build a brand.

 

 

 

 

Stereotypes

Campaigns use stereotypes to make the people in the adverts more relatable, it makes people more interested in the campaign. This can people talk about the campaign on social networking sites.

The BT Infinity Flatmates campaign uses a stereotypical 'geek' character interested in gaming and technology, the other characters are  less stereotypical but 'geek' has an interest in the girl and this a stereotype regularly shown on television on shows like The Big Bang Theory. 

 

Humour 

 

 

Some Campaigns use humour to make their adverts humorous and memorable. Humorous adverts make people talk, which will make the cause or product more well known. The Compare the meerkat/Compare the Market advert uses a funny signature character that features in every advert which offers continuity through the whole campaign. People discuss and share popular humour adverts through social Networking, which builds awareness about the Brand.

Sex

 Sex is used in Campaigns mostly to appeal to men, these women are usually young and attractive so that they appeal to men. Gucci Guilty is a good example of use of sex in campaigning. In this advert the woman looks weak and submissive while the man looks strong and in charge, this is an idealistic version of a relationship so it would be attractive to men. The advert uses direct address to appeal to the audience and make the audience feel it is addressing them.



Persuasive Language



 Persuasive language is commonly used in campaigns to make the audience empathise or react to the advert, they have many techniques to make people listen for example rule of three or rhetorical questions. The Water-aid 'No choice' campaign advert uses direct address to make the audience feel responsible. It uses antidotes to give real life examples to make the issue more personal to the audience and make the audience empathise more and creating a stronger reaction from the audience.