Thursday, 4 April 2013

Research audience

Introduction

Within this blog i would be analyzing the different types of strategies within a specific research company, within this company i would be writing about the things they do, how they measure audience viewing and how their business allows advertising companies to advertise their products. I would be blogging about BARB, a London based business, and however BARB provides the most robust in home TV measurement system in the world, monitoring over 5,000 UK representatives’ homes.

Data provided

The data that is collected is up to date, the reason they have their data up to date because the information is vital to advertising companies, as it assessing the programming, channels or advertising performance and but it also provides the basis airtime advertising trading. The data is collected each day at 9:30am the data is then released to the TV industry as over night viewing figures. The data also collected in every minute by minute, which indicates that the data that is collected is accurate and also the data collected allows new advertising companies to be able to see the audience figures which have been released.
The data collected
What sort of adverts we see at certain times of the year?There are 4 seasons and within those season there are different types of seasonal adverts which are going to be released, each season in every month, there would be specific things which every month would supply and sell.
Month
Seasonal event
Products advertised
January
 Diet and Health
 Gym memberships
February
 Valentines Day
Roses, flowers, relationship online sites, chocolate, jewellery, hotels 
 March - April
 Easter products
 Chocolate, chocolate bunnies, chocolate eggs.
May
 DIY. Bank Holiday
 Gardening material, DIY material
June
 Summer sales
July
 Holiday activities
August
 Sport / Football
September
 Back to School
October
 Halloween
November
 Christmas
December
 Boxing day, christmas sales



















Monday, 14 January 2013

Characteristic Advertising - Examples of adverts containing characteristics

 Within this blog i would be looking at different types of characteristic advertising, within this subject i would be evaluating videos from youtube and explaining the purpose of each video. The reason why i would be doing this is so that i would be able to explain the 4 point below.
  • Advantage over similar products
  • USP
  • Lifestyle
  • Brand Identity
 Advantage over similar products:
The whole concept of having advantages over similar products is so that the business is able to highlight and advertise different types of elements within their business, however the product itself is the same to many different types of other business, however one element within one business is more better then the other.

Within these two video, they are both selling mascara, Rimmel London scandal eye mascara and Max Factor  false lash effect, within the both adverts they are selling mascara which would help women to have long lasting eye lashes which would stand out. The makeup advert both are selling the similar product, however the way they set out their advert by having different product names and having different brand images makes the similar products different, for example how one shows scandalous your eyes would look when you wear the product and by having the models and celebrity endorsement and the other use also celebrity endorsement but show that the product would give the consumer more of a fake eye lash look, which would indicate that the product would give the consumers more of a long eye lash look/effect.


Scandaleyes Mascara 


Max Factor False Lash Effect

USP ( Unique Selling Point)

Unique selling point is the characteristics which the product has which catches the consumers attention, which means that the product would be having specific and key features and benefits within the product which allows the consumer to be able to have a product which is different, for example within Nando's they have their spicy hot Piri Piri chili, as the product is different and different from what other restaurant have, this is what would catch the consumers attention and this is what would be catching the consumers attention. The USP benefits are shown, so that the business is able to be successful and would be able to show the consumer how the product is benefit to the consumers and how the product is best for them
An example of USP is Avis. The unique selling point of the business is that they give out fantastic jobs and also in return they have benefits both financially and also for the consumers car. In a while Avis was the second largest car rental company after Hertz, also Avis was struggling before but they changes. When Avis hired the agency "Doyle Dane Bernbach" to come up with a new ad campaign is when the business became more successful and the business market share increased because of the agency which they hired.


Lifestyle Appeal

Lifestyle appeal is a advertisement strategy which gives the advert a charactertics, which indicates that the product or service which is being sold, the way the product would be advertised is through a more realistic way, so that the target audience can relate. The lifestyle of a target customer consists of their age, gender, family, job, social life and also status. The lifestyle also consists of the seasonal changes which affect the consumers and their demand on specific products.

In a lifestyle appeal adverts what they do is that they communicate with the consumers through the characteristics which the advert has, in meanings of the business would be using elements which are relevant to the consumer. An example if the iPad, the product is used by many people all from different ages, countries and for people with different lifestyles. The product relates to the consumer through the way they advertised the product. 



Brand Identity
Brand identity is similar to to brand image, this the image which the business has and the way the consumers are able to identify the business because of these points ( colour, logo, slogan, letters and name). The way the business use these points is important because if the consumers see these specific type of products which a business sells. A brand identity is a visual representation of a company or a product. 
A logo is a brand image and brand identity is resembles a business and its allows the consumers to recognize what and how the business are. 

For the business to be able to be successful they would need to have a strong brand identity, this means the business would need to carry out research to find out the type of slogans and logos which would catch the consumers attention, this would help the business to then be able to sell a product, so when the consumers see or hear any of the business brand image, they would recognize the business. For example the slogan "Just Do it" is very well known phrase, so when people hear this the 1st thing they would think of is Nike is because within their business their slogan is Just do it.





Examples of adverts containing characteristics




Advantage of similar product - Advantages of this advertisement is that there are many different types of similar products or companies which is similar to this advert, its a very popular type of technique to have celebrities to advertise a product, the reason why a business does this is because it attracts many people, for the reason being when people see their favourite celeb people would want to get the product. The celebrities help to advertise the product so that the company can show that the business products (Food, Clothing, Accessories) are good quality.

USP - The unique selling point of this advertise is how the advert has gathered celebrities to endorse the product. As the company used various type of celebrities and them enjoying themselves the business would then give their business a characteristics of their products making people smile. So when consumers see this they would be able to feel the same.

Lifestyle Appeal - There are various different types of ages, status, background, character and different ages within this advert. That indicates that the business target audience are different amount of people, as that means that the business wants the consumers to feel as if the consumers are able to be as happy as these celebrities are, as the cost of the product isn't that high.

Brand identity - Within the advert the business was showing products which M&S make with their company logo on it, this indicates that the business was keeping it strong with the brand identity, also the business was using the colours of the brand logo, which is white, blue and green. So through-out the advert the brand identity was strong.



Advantage of Similar Product - There are several Apple iPod which have been made which is similar to this product, also there are similar products from different companies, however the advantage of this product is that this product comes in different types of colours that indicates that the consumer would be able to choose which ever type of colour they want, so that would mean the business would be able to target different types of consumers. However as this is a new iPod, that would also mean the hardware and the software would be different and more complex.

USP - The unique selling point of this advert is that the business shows that the product has different types of colours, but also within the advert the business shows the consumers the old product which they used to make and how this product has changed, so the change of size and shape is the unique selling point and also that whole thing of keeping up with the technology   Also another unique selling point is the music, the music is catchy and will catch the consumers attention.

Lifestyle Appeal - The lifestyle appeal of this advert is shown through the product, as the product has different ranges and types the consumer can choose from, the business is then able to attract and target at different types of audience, as Apple allow the consumers to see the products they sell.

Brand Identity - The brand identity is shown on the product, as the product is shown in the advert and the product itself has the brand image/logo on it, which allows the consumers to be able to know which business this is.



Advantage of similar product:
 There are similar products to this one which is being advertised, as there are many different types of franchise, they would sell similar products however they would name them different so that the audience would be more attracted to the product.  However the advantage of this product is that this product the way its advertised is different compared to other types of adverts. So this would be the advantage of this product the way it is advertised. The importance of this is that adverts are made so that people are persuaded more to buy a product through the features and techniques used to make the advert.

USP:
The unique selling point of this advert is through the way its advertised, in meanings of the way the woman is having a pregnancy scan, however her husband comes in late but his excuse of being late is because of the deal he got and how the wife accepted the excuse. So the product being a goof excuse for some matters in life, the business are showing the consumers that this product is worth buying and many people would agree. 

Lifestyle Appeal
The lifestyle appeal is used within the product, showing a daily normal classed family who are expecting a child are together. So this allows the consumer to show that everyone at any type of class would be able to afford the product and they would be able to get the product from close places which are near them. 

Brand Identity
The brand idenity of the product is shown in the bag which the man carries when he is coming into the room. You can see in the advert that the bag he has is from made by McDonald as it has the brand logo on it. But also at the end of the advert the business show the brand image and the brand slogan so that the consumers are able to see which company this advert is for. 

Tuesday, 4 December 2012

Male Gaze Theory

The male Gaze Theory

My Opinions and thoughts


Within the male gaze theory it’s mainly based on the way a men see women, how women see themselves and others. The whole concept of that perfect curve and body makes the women and the men attracted to the advert or the production.
The quote “Mulvey suggests that the audience view the films in two ways: voyeuristically and fetishistically. “  Suggests that when women wear seductive clothing such as lingerie and there are areas in a production where the camera has zoomed into a specific seductive area in a woman’s body would affect the woman and the man. In my opinion when these types of women are used within the production and you have low self-esteem, these types of women who you mainly look up to, but in my opinion I believe this would be cutting off the whole other type of women that are out there. These types of theories and production aspects used in a production could affect the woman’s mind. In my opinion it would put some women who are wider and larger confidence low, and also they would want to become them, these types of productions are the type of productions which make many teenager young go into bulimia, anorexia  and other eating disorders as they want to be like those females on the TV, as the teenager girls would want to attract the males which they like, so if they become like those women on the TV they would be able to attract them, as women do like to be chased. When girls want men to chase them, they mainly look up to these types of women on the media to get confidence. So in my opinion I find it irrelevant when they use women who are sexually attractive to persuade women to buy a product and also within a male’s production, as this would be offending many different types of women, including myself.


(1)

Reference
(1) Google Images: Laura Mulvey-Male Gaze


History OF Cadbury Adverts



Introduction

In this blog I would be analyzing different types of adverts which Cadbury have produced and how these adverts have changed in order to gain more customers, sales and profit.

The question below will be my main concentration and I will be answering and analyzing the question throughout the whole blog.

"Is 'joyful' content in television adverts more effective than 'persuasive' advertising techniques?"

In my opinion I believe that the whole content of an advertisement being more joyful is more effective rather than persuasive technique. When the advertisement engages with the audience and have an effect on the audience in a more emotional aspect, it will draw the audience more into the advert. For example within health related types of adverts they use emotional types of techniques to engage with the audience in order to get the audience attention. However within a persuasive technique type of production, they use statistics and tactics such as the Lauren Mulberry theory, intersexuality and also specific wording in order to get the audience to engage the product.



History of Cadbury Adverts


Background info:

(1)

* 1867

Cadbury Cocoa Essence began advertising. They highlighted the purity of the product with the slogan ‘Absolutely pure, therefore best’. 

Cadbury Cocoa Essence have begun advertising and made a slogan

1900

Cadbury gained the help of a popular artist Cecil Aldin to create a series of posters and press adverts to advertise their products.

1920s-30s

Cadbury promoted their products through the war by creating the ‘Chocolate Mystery Man’ character. He gave out free gifts, but only if he could be found.

1928

Cadbury Dairy Milk poster campaigns began using the iconic ‘glass and half’ slogan and image to stress its high milk content. 

1930s

Cadbury’s status as the nation’s favourite brand becomes the most important feature of the company’s advertising.

1938

150,000 people went on the factory tour every year. It began in 1902 to link people more closely with Cadbury.

1939

During the 2nd World War Cadbury Dairy Milk disappeared. Cocoa and chocolate was under government restriction and only rationed chocolate was sold.

1951

‘The Bourneville Story’, a film promoting Cadbury, was made and shown cinemas around the country. 

1955

Cadbury Drinking Chocolate was one of the very first ads on commercial television in this year.

1957

Cadbury commissioned thirteen one-minute films shown as TV adverts. These ads described the harvesting of the Cadbury chocolate ingredient.

1959/60

Flake TV advertising began; it used the iconic theme of a woman sensually enjoying a bar of chocolate on her own.

1970-1974

Memorable television ads raised the sales of Cadbury Fruit & Nut and Whole Nuts by 73% (‘everyone’s a Fruit & Nut Case’, ‘NUTS whole hazel nuts’).

1983

The Wispa Bar launched including televised ad campaigns featuring comedians and comic actors talking about the new bar.

1990


Cadbury World opened a £10 million replacement for factory tours. 350,000 people visited in the first year.

1996


Cadbury began a £10 million annual sponsorship of Coronation Street, reaching an audience of eighteen million people.

2007






(2)" The Cadbury Gorilla Advert premiered immediately becoming one of the most popular adverts in recent years" The years have changes and the product which the business makes has changes, the reason why the business would do this so that the business is able to keep up to date with the consumers demands and to keep up with the society and what they would want. The slogan at 1st which the business went by around the late 1860s, was "Absolutely pure, therefore best’. " they used within this slogan so that the consumers are able to see that the product is good for them, they would use advertisement such as posters to advertise the chocolate and how it was made. They would use colours such as orange, cream and brown. Those colours at those times where the main colours which would capture the audience attention and those colours were the "joyful" colours which resembled happiness to the consumers.



 

 The business started the change the way they advertise the product, so they started to advertise on the television and what the business did was they made a advert in 1955, the advert was broadcasted in September time and the advert was able the drink Cadbury makes. At around late 20th century is when the business starts to make chocolate bars, the business made a "caramel bunny". The product does this so that the business get known and they have a brand image, the brand image they create they would want to create more strategies which would make them more successful, so the product "caramel bunny" was made because of the consumers demands, the product was seductive and sexy which meant that if “women" eat this, they would feel sexy and seductive. As you can see this will change as the years go on.



In my opinion I believe this advert is both joyful and persuasive, the reason why I think this is because the advert contain some form of humour, using animation gives the advertisement a little feeling of light and happiness, using the animals and the whole animals jumping around makes the consumer feel as if this product would give them that energy which the animals have. As it’s an animation, it’s funnier as people would take the advert very lightly and wouldn't be more relaxed. It’s also persuasive as it used intersexuality, this is a good use of persuasive technique as the production team wanted to show as this product is seductive they want to resemble the bunny to "Jessica the Rabbit", as she is known to be a very beautiful woman, but a cartoon character. As the advert is mainly aimed an older women, children would be able to watch this advert as it’s a cartoon.
(Picture below Jessica Rabbit)
(3)






The Cadbury's Crème Eggs advert was introduced after this one, this was made when Easter, the reason the business started to this was because the business wanted to be with the trend which is going on and the business knew if they started to do this because people would be wanting to buy Easter eggs in the Easter term, this would then indicate that the business would be able to be very successful, as people would want to try out new products which Cadbury makes. The advert in my opinion is "Joyful", because the overhead (Voice) is very joyful, the tone of the speaker brings energy to the advert in order hand it allows the advert to come to life, this would mean that the business would be able get more customers, for example children, as children would want to buy the product as its Easter and it has bunnies and the way the speaker speaks persuades them to want their parents to buy the product.







Fallon (Glass and Full Productions)

Glass and a Full Production helped Cadbury be able to change their whole way and just of their adverts, the way the advertisement changed from how it normally used to be, this was when the brand image of the production became more successful, the production crew gave the business a whole new light and a whole new meaning to the business success. The 1st advert which was made is the Gorilla advert. The Gorilla advert went so successful, that the advert received *YouTube received 500,000 page views in the first week after the launch*(4)
 The reason why Cadbury decided to this was because (5) *Dairy Milk was losing share & traction to Galaxy.  We had to get the love back for Cadbury's iconic brand.*
 The song which they used "In the air tonight" by Phil Collins, and the Gorilla playing the drums was watch captured the consumers and other competitors attention.
Within this piece I believe strongly that this advert is classed as a "joyful" advert the reason being that the whole purpose and reason for the advert is to entertain, the entertainment is all within the advert, this means that the advert purposely did this. The whole effect of a monkey being able to play a musical instrument and the classic and well known song playing would amuse the consumers. The advert brings humour and would make the consumers happy.
 

Eyebrow
As the 1st advert which was released went so successful, the business decides to make another type of advert which isn’t similar, however odd, unusual and would keep the consumers entertained, this where the eyebrow advert comes in." Eyebrows’ had 7.5m hits on YouTube and was taken into popular culture...” (6)
The advert consists of two young children and some music. The advert chooses this particular type of advert so that the consumers are able to find it interesting and it would entertain them. The whole purpose of the advert is to have a new meaning and use new ways to attract consumers to the business compared to their competitors. The whole new use of advert got the business more successful. In my opinion I believe this advert is "joyful" as the advert amuses and entertains the consumers, this is very important to the business as it allows them to be able to watch and relax.


Conclusion
Question: "Is 'joyful' content in television adverts more effective than 'persuasive' advertising techniques?"
In conclusion to all the result and the history of Cadbury advert, the business made their adverts very "joyful" and persuasive at the same time. The reason being the business use the right intentions and the right intextuality  while creating the advert, such as for example the "Jessica rabbit" type of advert where the product resembles a meaning or a purpose which persuades the consumers to buy the product as they would be able to engage with the product. Also its joyful with the colours used, the music which is also used as the music amuses the consumers yet also it has some sort of emotions and persuasive techniques added to the production in order to engage with the consumers.
Reference:
(3) Google Images - Jessica Rabbit




Friday, 12 October 2012

Anti- Smoking

Anti-smoking ad



  •  Mise-en-scene

    -  gloomy, dull colours are used to represent the depressing moment and atmosphere within the hospital.  the colours used are to represent a message and emotion. The use of colour portrayed the whole concept of smoking being a dark and bad habit which people have, but also to show the patient is weak, as the colour grey is resembled as being a ancient and dull colour, which also contrasts with the man being old and him being ill is making him weak and dull.

- Setting, The man is in a hospital is a technique which the producer used in order to pull heart strings, they did this so that the audience have more empathy or sympathy for the character, so that it would allow the audience to be more aware of the danger of smoking.

- Hospital - Those whole concept of the man being in a hospital is used to pull heart strings and as the whole advert is just the man in the hospital it being there consistently, is signified to show the audience that being cured will take a long time from such illness. 


-Props, there are hospital machinery near him, sound affects such as the "beeper" there to check  the patients heart beat, the producer used this in order to show that the patient is weak and on the edge of dying. As well as in bed not being able to talk or breath.


  • Camera Angles 
 
The main camera angle used is extreme close up, this camera angle was used in order to get the consumers attention of the patient, also within the extreme close up camera angle it is signified to show emotions, as this would allow the audience to see the skin of the patient and also to see the material around the patients nose,  the whole concept is used to show emotions.

  • Product
The product of this advert is NHS smoking helpline and how they can help people to stop smoking before its too late.

  • Plot
The advert shows a smoker who had smoked for a long period of time and his telling his story of how smoking has effected his family and what was done to him when he was affected or hurt. The characters is shown in his bed, with a tube in his nose, this is used to create a more touching atmosphere. When the central character is speaking there are subtitles at the bottom, as people may find it difficult to understand what his saying. 



  • Target Audience
The target audience are to any one who trying to stop smoking or have any family or friend who is affected by smoking and they are scared that they are in risk within themselves. It is also aimed to help those people rather then pushing them towards something which they aren't mentally, emotionally or physically are't able to stop.
  • Advertising techniques 
Most common technique they used in this advert was the whole "heart string", this is an emotion which is embraced in the whole advert. It was used so that the audience feel sympathetic towards the central character. They also used the extreme close up camera shot in order for the audience to see the central characters face and struggle.

  • Sound
The sounds which are used within the advert is the characters voice and the "beeper". this was used in order to concentrate on the character struggling to speak and also the beat of the beeper is to show how the character is still alive, yet is finding it difficult to breath,

  • Content Signs
Signifies and Signified consists of  the content signs, so within this advert the Signifies are the hospital, the tube and the character in the hospital bed, this signified the whole concept of this character illness is serious and that he is very ill.

Smoking: I Wanna Be Like You




  • Mise En Scene

-  The colours used within this advert portray a happy and jolly atmosphere, as they use the daylight and the colour of the characters clothing embracing a happy atmosphere, the colours are used in order to represnt the innocent of the childern, however within the end of the advert the lighten has been dimmed and shows the mother in the light and the child in the dark, showing the whole concept of the child being affected by the mother.

- Setting , there are different types of locations which the advert used. The different types of locations are areas which families would go to and also they would be at, from being inside the house, kitchen, living room to outside the garden and the pavement.

- Props the objects such as high heels, razors, cooking equipment and many more are used because those are the type of products which parents use and the children would use to imitate their parents but with the supervision of their parents.


  • Camera Shots
There are various different types of camera angles, from close up to long shot and also medium shot, these types of camera angles are used in order to show what the characters are doing, as the frames are changed and its snappy so that it catches the audience attention. 

  • Advertising techniques

Comedy is the main advertising technique used within this advert, as they have the whole perfect family image as a advertising technique, the whole child imitating the adult was used so that the audience can engage with the advert and feel related to the advert. It will grab the audience attention as in the end they show the child imitating their mother (smoking), so it would be an eye opening towards the audience.

  • Sounds
Edited music/sound was used within this advert. The diegetic sound track "I wanna be like you" from the children animation book/film The Jungle Book. The song was used to imitate the whole purpose of children wanting to be like their parents, but also them using the child would portray as a happy advert, yet however changes at the end.

There are non-diegetic sounds (Voice Over), this allows the audience to know what the whole purpose of the advert contents of, allowing the audience to understand.



Content Signs:

The signifier includes adults using objects and their children  imitating them while they are doing their work, such as cooking, gardening, using razors and all sorts. This signifies that children enjoy imitating their parents. 



Government release new hard-hitting anti-smoking advert


  •  Mise - En - Scene
Colour -  the colours used are dim and dull, the colours are used to portray the dark and weakness mood of the mother smoking, but also the colours are used to covey a message that smoking is a dark habit. 
Setting-  the setting is within a normal, middle class family. They used this type of setting to portray the perfect middle class family type of image. As a family home is a place where a child and its family can feel safe and secure, having the fume/smoke emerging around the house shows that smoking is dangerous.
Props - the equipments used are fume/smoke, a babies rocking basket, fridge with the a family picture/ kids drawing.  These types of props were used to draw attention to the whole purpose of how smoking can affect a families as a whole either then themselves. 

  • Product 
 The product of this advert is the NHS Free smoking kit
  • Plot
The plot of this advert is a mother who is smoking outside, think that she will not affect her child if she smokes outside with the door open. Yet however the smoke is still able to come near the child. There are two main characters which in this case is the mother and the child. The camera uses selective editing so that the advert catches brilliant effects, and would catch the audience attention, as there is fume/ smoke from the cigar traveling around the room.
  • Camera Shot
There are extreme close up shots on the child's finger, as its showing the fume running around the child perfect small fingers, the advert is portraying an image of a delicate child being affected by this. 
There is another camera shot, ( long shot) where the producer is showing the whole room being flooded with fume and smoke. This type of camera angle was used so that the audience can see the particular areas which the smoke can reach near to and how passive smoking can be detected. 
Also the other camera shot is (medium shot) on the mother when she was smoking, showing her body language 
  •   Advertising Techniques
 The advertising techniques used within this advert is mainly to capture the audience attention and them to feel sympathetic towards the child who is being intoxicated by the fume. It also uses the technique of  using selective editing, this is when the producer uses special affects to portray a image of "passive smoking" and how passive smoking can be carried around and how it affects people around the smoker. 
Another type of technique used is percentages and statistics, the producers used this in order to get the audience attention, as they believe the statistics which are been given o them. 
But also the other technique they used was emotional technique "pulling heart strings", the producer used this to make the audience feel more emphatic and sympathetic towards the child.
  • Sound
The sound used are edited, the main edited sound used would be the fume. The way the fume is moving the producer would make the sound for the speed of the fume and also the sound is very "creepy and gloomy"  they done this so that the producer is able to capture the audience attention and also to see how this fume would affect the child.

  • Content Signs
The signifier of this advert is the child and the fume around the child, this signifies that the fume is very dangerous towards the children and that smoking as a whole is very dangerous towards the person who is being affected by it or the public around it. 


Comparison: 

The main purpose for all of the advert is to help people to stop smoking and the whole content of Anti-Smoking Kits and Help. Also as within all the adverts they used elderly and younger people, they are trying to presume a message on how smoking can affect people that are week.

Within the 1st advert, it is a helpline for people who are trying to stop smoking, within this advert their target audience would be smokers and people who are on the verge and on the edge of being damaged or badly affected by smoking.
Within the 2nd advert it is a anti-smoking aid, helping people to stop smoking and to help them to find other ways to calm or to stop them from smoking near their family or others.
Within the 3rd advert, the main aim is how smoking can be influenced, as the whole content of a child copying their parents, its very bad for a person to smoke near their children.

As a whole within all the adverts its a reality check and a warning for the consumers telling them to stop smoking, The whole ideology of perfect family persuades the consumer more to want to smoke and this is used to aim at the right target audience, such as mothers and fathers who have young children and offspring. Images and shoots which are used to portray the image of smoking bad, as they used vulnerable people to star the adverts, that would then persuade the consumer to think about smoking and what it can cause, as this would be the technique of "pulling heart string". They also used strategies such as selected editing within the 3rd advert, this is when the advert use edited material, this can be where the business would zoom close to the toddlers hands and would show the smoke travelling around them.

Within all the adverts the main purpose and aim is passive smoking and how people can stop smoking. The whole advertising techniques used are family and how family can be affected by members of families smoking. As many people try to convey a happy family type of image, the adverts are trying to persuade people who have smoking problems to get help and aid from the NHS to help them to not smoke. Within all the adverts they used emotion to pull heart strings, emotions is the main type of advertising techniques used within these types of adverts in order to capture the audience attention.