Hidden (covert/subtext) messages -
Hidden messages in a TV advert convey a message that the audience may not realize at first. This technique is presented in adverts in the form of an image or word displayed quickly so that few will notice the message. The hidden message may also be hidden within the advert so that the audience are not consciously aware of it. As well as this, hidden messages may be conveyed in the form of an audio that is in the background of the advertisement in either forward or reverse speech. Through this, the audience again are not aware of hearing this hidden message. The whole purpose of a hidden message is for the audience to uncover and interpret it. Hidden messages may also involve cryptic or symbolic codes in print advertisements.
Subtext messages are the audience's interpretation of the media text. In other words it is the meaning that we create from the hidden messages in our own minds. Covert messages are basically the same thing because the message communicated is not clear and can be interpreted differently. TV advertisements may include subliminal messages that will pass below the normal perception and allow audiences to interpret it differently based on their own experiences, knowledge or attitude.
This advertisement from 'Chipotle' perfectly displays a hidden message that promotes the burrito in an amusing way. The slogan says 'usually when you roll something this good, it's illegal' which connotes to the rolling of 'weed'. Although this may be negatively perceived by some audiences, the general perception will be that it is a funny hidden message. They are saying that their burritos are rolled to perfection and are as good as 'weed' which promotes it.
Overt messages
The difference with overt messages are that they are direct messages for the audience. It will be easy for the audience to perceive what is being communicated in the advertisement. Overt messages are particularly beneficial because it allows the audience to openly view the product that is on sale.
This advertisement from Mercedes-Benz Vans contains both overt messages and covert messages. The overt message is that the Mercedes-Benz Vans are 'Keeping Businesses Moving' by being the main car company for different services. The covert message that is being communicated is that Mercedes-Benz Vans is the preferred company by many people because there are services like taxis and ambulances that are being run by their vans. This makes other audiences want to buy a van from Mercedes because others are doing so.
Emotional response
This technique is when adverts draw upon the emotional responses that the audience give off. This is a powerful technique as audiences will often respond to adverts that trigger a sad or upsetting emotion and will purchase the product on offer. For example, the advertisement could be promoting a charity or donation by focusing on the sufferings of less developed countries or disabled people, which will make the audience sympathize with them. The audience will feel that they are trying to stop something they fear or stop it from happening. Advertisements that trigger an emotional response are likely to play upon guilt and compassion that will make the audience feel it is necessary to react to it. A common technique that adverts will use, is focusing on the story of a person and conveying their struggles and experiences and the audience will respond to this.
This TV advert is a good example of how it draws on the emotions that the audience give off. The advert presents the struggles of a boy in Rwanda, to collect water and survive. This makes the audience feel sympathetic and guilty that they don't have to suffer in search of water. Wateraid offers a solution to the boy's problem and others like him by donating £2 a month and supplying them with water. This is effective as at this point, the audience have already undergone the emotional response and are more likely to comply to the advert.
Compassion
Compassion is one aspect of the many emotional responses that are generated by sympathetic adverts. Similar to emotional responses, audiences may respond in compassion to particular adverts that trigger upsetting or sympathetic emotions. The audience will have feelings of compassion once viewing an advert such as the Wateraid advert. This is because the audience may feel sympathetic at the misfortune of other children not having water.
A good example of an advert showing compassion is the McCain : We are Family advert. It is an innocent advert inviting all types of families to eat their chips, communicating that family is the most precious thing at the dinner table. The audience will soothe to this idea and respond compassionately. This will encourage the audience to buy the product and gather their family for dinner to feel the same emotions.
Association
Advert techniques involving association are an effective way of appealing to audiences in a more identifiable manner. The audience will find something they can relate to and identify with which will appeal to them. They will usually find something that they can associate themselves with in society that is being portrayed in the advert. The advert may focus on a current social problem or event that the audience will associate themselves with.
Fear
Some adverts generate fear for the audience by presenting a risk of using or not using a specific product, service or idea. The adverts will portray the negative consequence of neglecting the product or idea, which will pose a threat for the audience and thus generates a sense of fear. The advert motivates the audience to react to it and take the recommended product, service or idea to remove the threat. Generally, most consumer products employ a low sense of fear which appeals to the audience in a positive way. For instance, there could be an advertisement about a digital product possessing a low-fear appeal that the audience will be left out if they don't acquire the product.
In this advertisement, it is clear how fear is utilized to motivate the audience to respond to the main idea of wearing a seat belt at all times. The advert shows a catastrophic car collision that could've been avoided if the man wore a seat belt like his partner. The audience will be fearful of such an event ever occurring to themselves and will respond taking the recommend action and wearing a seat belt at all times in the car. This is an effective way of getting the audience to cooperate and respond to the advert as fear triggers response.
Concern
Adverts that generate concern from the audience encourages them to react in a similar way to fear. The audience will instead be worried at a possible consequence that is being portrayed and will take action to prevent it. Like the seat belt advertisement, the audience could have a range of emotions including concern for their safety which will encourage them to wear their seat belt. Adverts like that can produce both concern and fear which touches on two different techniques, further motivating them to take action.
Self-perception
This advertising technique is considered highly effective as most viewers are presumed to compare themselves with the advert's content with self concept when they are exposed to advertising messages. Therefore, audiences will interpret and change their own behavior following the acquisition of other media texts such as adverts. This technique can be located in most adverts as the audience can respond to anything to trigger self-perception.
This advert displaying a new make up system targets self perception from the audience. The target audience will most likely be young women who will use make up. After watching this advert, the audience will feel that they have to obtain this make up product to maintain a certain look. Self-perception can change following mainstream adverts and the way in which keeps up with society and its expectations.
Social position
Adverts may utilize this technique to motivate the audience to acquire the product or service because of its relevance in society. For instance, the latest Apple product will be the focal point of advertising and everyone will want to buy it. The advert will communicate the social position of the latest product by stressing its relevance in society and this will make audiences feel that they have to keep up with society.
This advertisement by 'Samsung' is a perfect example of how the social position of the product stands out and appeals to the audience. The advert compares 'Samsung' to 'Apple' exposing some of the things that they can't do and that Samsung products is now more useful and helpful to the public. The advert, 'Growing Up' also presents the way in which 'Samsung' is becoming more relevant in society as the character gets rid of his iPhone and changes to Samsung Galaxy which suggests that it has a higher social position.
Celebrity endorsement
This form of advertising involves featured famous celebrities in association with the product brand. This appeals to the target audience even more because they will be inspired by the celebrities and will want to follow them and get to their level by acquiring the same brand as them.
Hidden messages in a TV advert convey a message that the audience may not realize at first. This technique is presented in adverts in the form of an image or word displayed quickly so that few will notice the message. The hidden message may also be hidden within the advert so that the audience are not consciously aware of it. As well as this, hidden messages may be conveyed in the form of an audio that is in the background of the advertisement in either forward or reverse speech. Through this, the audience again are not aware of hearing this hidden message. The whole purpose of a hidden message is for the audience to uncover and interpret it. Hidden messages may also involve cryptic or symbolic codes in print advertisements.
Subtext messages are the audience's interpretation of the media text. In other words it is the meaning that we create from the hidden messages in our own minds. Covert messages are basically the same thing because the message communicated is not clear and can be interpreted differently. TV advertisements may include subliminal messages that will pass below the normal perception and allow audiences to interpret it differently based on their own experiences, knowledge or attitude.
This advertisement from 'Chipotle' perfectly displays a hidden message that promotes the burrito in an amusing way. The slogan says 'usually when you roll something this good, it's illegal' which connotes to the rolling of 'weed'. Although this may be negatively perceived by some audiences, the general perception will be that it is a funny hidden message. They are saying that their burritos are rolled to perfection and are as good as 'weed' which promotes it.
Overt messages
The difference with overt messages are that they are direct messages for the audience. It will be easy for the audience to perceive what is being communicated in the advertisement. Overt messages are particularly beneficial because it allows the audience to openly view the product that is on sale.
This advertisement from Mercedes-Benz Vans contains both overt messages and covert messages. The overt message is that the Mercedes-Benz Vans are 'Keeping Businesses Moving' by being the main car company for different services. The covert message that is being communicated is that Mercedes-Benz Vans is the preferred company by many people because there are services like taxis and ambulances that are being run by their vans. This makes other audiences want to buy a van from Mercedes because others are doing so.
Emotional response
This technique is when adverts draw upon the emotional responses that the audience give off. This is a powerful technique as audiences will often respond to adverts that trigger a sad or upsetting emotion and will purchase the product on offer. For example, the advertisement could be promoting a charity or donation by focusing on the sufferings of less developed countries or disabled people, which will make the audience sympathize with them. The audience will feel that they are trying to stop something they fear or stop it from happening. Advertisements that trigger an emotional response are likely to play upon guilt and compassion that will make the audience feel it is necessary to react to it. A common technique that adverts will use, is focusing on the story of a person and conveying their struggles and experiences and the audience will respond to this.
Compassion
Compassion is one aspect of the many emotional responses that are generated by sympathetic adverts. Similar to emotional responses, audiences may respond in compassion to particular adverts that trigger upsetting or sympathetic emotions. The audience will have feelings of compassion once viewing an advert such as the Wateraid advert. This is because the audience may feel sympathetic at the misfortune of other children not having water.
A good example of an advert showing compassion is the McCain : We are Family advert. It is an innocent advert inviting all types of families to eat their chips, communicating that family is the most precious thing at the dinner table. The audience will soothe to this idea and respond compassionately. This will encourage the audience to buy the product and gather their family for dinner to feel the same emotions.
Association
Advert techniques involving association are an effective way of appealing to audiences in a more identifiable manner. The audience will find something they can relate to and identify with which will appeal to them. They will usually find something that they can associate themselves with in society that is being portrayed in the advert. The advert may focus on a current social problem or event that the audience will associate themselves with.
Fear
Some adverts generate fear for the audience by presenting a risk of using or not using a specific product, service or idea. The adverts will portray the negative consequence of neglecting the product or idea, which will pose a threat for the audience and thus generates a sense of fear. The advert motivates the audience to react to it and take the recommended product, service or idea to remove the threat. Generally, most consumer products employ a low sense of fear which appeals to the audience in a positive way. For instance, there could be an advertisement about a digital product possessing a low-fear appeal that the audience will be left out if they don't acquire the product.
In this advertisement, it is clear how fear is utilized to motivate the audience to respond to the main idea of wearing a seat belt at all times. The advert shows a catastrophic car collision that could've been avoided if the man wore a seat belt like his partner. The audience will be fearful of such an event ever occurring to themselves and will respond taking the recommend action and wearing a seat belt at all times in the car. This is an effective way of getting the audience to cooperate and respond to the advert as fear triggers response.
Concern
Adverts that generate concern from the audience encourages them to react in a similar way to fear. The audience will instead be worried at a possible consequence that is being portrayed and will take action to prevent it. Like the seat belt advertisement, the audience could have a range of emotions including concern for their safety which will encourage them to wear their seat belt. Adverts like that can produce both concern and fear which touches on two different techniques, further motivating them to take action.
Self-perception
This advertising technique is considered highly effective as most viewers are presumed to compare themselves with the advert's content with self concept when they are exposed to advertising messages. Therefore, audiences will interpret and change their own behavior following the acquisition of other media texts such as adverts. This technique can be located in most adverts as the audience can respond to anything to trigger self-perception.
This advert displaying a new make up system targets self perception from the audience. The target audience will most likely be young women who will use make up. After watching this advert, the audience will feel that they have to obtain this make up product to maintain a certain look. Self-perception can change following mainstream adverts and the way in which keeps up with society and its expectations.
Social position
Adverts may utilize this technique to motivate the audience to acquire the product or service because of its relevance in society. For instance, the latest Apple product will be the focal point of advertising and everyone will want to buy it. The advert will communicate the social position of the latest product by stressing its relevance in society and this will make audiences feel that they have to keep up with society.
This advertisement by 'Samsung' is a perfect example of how the social position of the product stands out and appeals to the audience. The advert compares 'Samsung' to 'Apple' exposing some of the things that they can't do and that Samsung products is now more useful and helpful to the public. The advert, 'Growing Up' also presents the way in which 'Samsung' is becoming more relevant in society as the character gets rid of his iPhone and changes to Samsung Galaxy which suggests that it has a higher social position.
Celebrity endorsement
This form of advertising involves featured famous celebrities in association with the product brand. This appeals to the target audience even more because they will be inspired by the celebrities and will want to follow them and get to their level by acquiring the same brand as them.
This advertisement by BOSS bottled features a famous actor, Chris Hemsworth. The advert focuses on his daily routine and shows how he uses the HUGO BOSS perfume to help him get on with his day and show integrity and respect everywhere. The fact that the main character is a famous actor, encourages the target audience to buy the product because a successful man is doing the same thing. HUGO BOSS often use celebrity endorsement to appeal to a wide target audience and appeal to their inheritance factor as well, another effective way of boosting their sales.
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