Similarly, the Barnardos advert may be seen on websites, outdoor and on billboards that are near schools and children centres.
The target audience for the lynx poster is men from the ages 13-45, because it's called 'lynx bullet' which associates with guns, and guns are often linked with men because of video games and action films, which are often aimed at them.
In contrast to this, the Barnardos advert is aimed at anyone willing to donate money to them, as it uses the second person (you) therefore is aimed at anyone who reads it. The Barnardos advert will also appeal to people who have children themselves, as they probably don't like the sight of troubled children, and wouldn't want their children to feel that way, so feel sympathy and are more tempted to want to help out.
In the lynx bullet advert, the line of appeal used is successful romance and love, because the slogan is 'pocket pulling power' it suggests that if you buy lynx bullet, you'll have better 'pulling power', therefore a more successful love life. The men who see this will want to buy it because it will trick them into thinking that if they buy it, more women will be after them. This also links in with the self importance and pride line of appeal, because the word 'power' is suggesting they'll have more power, which will boost their pride.
On the other hand, the Barnardos advert uses guilt, as it's asking you to donate to a charity, therefore the image and text makes the audience feel sorry for the child mentioned in the advert, and makes them think that if they don't donate they are putting someone in danger.
The lynx advert was reward power, as it's promising that if you buy the deodorant, you'll have a more successful love life. This makes the audience think they'll benefit from buying the product, as their love lives will be more successful.
In comparison, the barnardos advert uses coercive power, as it's showing that you will be punished with guilt if you don't donate to the charity.
The lynx advert uses a medium shot, so you can see the hand spraying the product rather than just the product. The product is at eye level, so it makes it look more life like like it is spraying at YOU. This is implying that it's easier and closer than you think, making you more tempted to buy the product. The fact that it is a medium shot means that the product is not highlighted too much, but also isn't too far away, this means that you can see it properly but other advertising techniques can be easily involved.
The barnardos advert uses a close up shot. This is so we can see every detail on the child's face. In particular, it highlights the child's eyes, which makes us feel guilty for him. This links in with the guilt line of appeal, as it's like he's looking directly at us and wants OUR help. This means that people may remember the advert for longer, as guilt will be in their minds if they remember this image.
The lighting in the lynx advert is coming from behind, therefore is very dark and dim. This connotes the ideas of being in a club. Men often go clubbing to find women. This links in with the idea of successful love and romance. The lighting will make them think of going clubbing, where they see lots of women, making them think that if they buy the product they will have better 'pulling power'.
The barnardos advert uses low key lighting, shining directly onto the child's face, highlighting his features, making his eyes look more clear. The lighting behind, however, is very dark which connotes sadness, making us feel even more guilty for him.
Overall, the 2 adverts are very different, as they have completely different aims to get across to the audience.
Is this all of the exam Abbie? I would like to give you a grade for the completed piece.
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