Comparing Advertisement genres

Charity adverts and high end advertising

Repertoire of elements
modes of address
ideology
representation, including use of stereotypes

Charity adverts always try to make the audience feel like the bad guy by having adverts that have sad but gentle music playing over a narration on how something is happening to the victim of the advert and how we can change their lives by donating.

They usually use a direct mode of address by having the word 'you' included in the advert as if to say that we need to donate otherwise we are not doing enough and the problems of the victims will be our fault.

They sometimes use children and try and make us sympathise with them by including high angle shots of us looking down on them to make them seem weaker and less able to fend for themselves.

In WaterAid adverts they have close ups of the children drinking dirty water and looking at the camera as to make us want to donate as we feel sorry for them as they are so innocent and are being killed by these diseases. Another example of children being used in adverts is abuse adverts as they make us seem like the abuser by not donating and insisting we are just as bad as the abuser if we choose to ignore these problems that they are faced with.

They always have the phone number that is used for donations always on the screen to make the audience remember the number and then it's stuck in the heads of the audience and they will then most likely choose to donate.

Charity adverts have loads of questions for the audience so it makes the audience think about them. Also these adverts are most likely to be playing during mid-day when housewives are at home which will mean they are more likely to watch these adverts and have their emotions played with. This may cause them to donate.

The ideology of the charity adverts involving Africa are usually children who are positioned next to dirty water which is what pretty much every charity advert is doing saying that children in Africa don't do anything else than drink dirty water. Now this may be true in some cases but not all of Africa  just drink dirty water some have access to clean water.  The overall ideology of charity adverts is to make the advert seem worst than it seems (it may be really bad but just over exaggerated) so that the audience will be horrified by these images and want to donate.

Charity adverts aim to be original and memeorable and get people to donate by using shock factors that will make them feel very uncomfortable which cause the audience to talk about it which cause more donations. This ultimately completes the adverts objectives.
(This isn't great but I didn't understand ideology sorry)


High end advertising (designer clothes)


In high end advertising, they most likely have a really good looking model and wearing theirs clothes this then makes the audience think 'well if they look good in it why can't i?' These adverts aim to make the audience feel like they can look better wearing these clothes no matter what you look like.

The adverts aim to make people pay money for expensive clothing to make them more appealing in society so they get the stereotypical hot A-list celebrity to model in the advert so that people can feel like they can relate to that type of clothing. This is due to their role models wearing the brand so they feel like will be able to be like them.

It also helps people feel better in themselves as they will have a new breath of confidence about them which is what the prodcuer wants as they want them to be drawn in as the mode of address used is that anyone can look that good if they wear these clothes.

Something everyone in the high end advertising community agrees on is that every advert needs an attractive person modelling the clothes and Making sure the brand is clear and on the advert. In some cases, in these adverts, they can have a before and after shot of them in and out of the clothes to show a contrast between them.

The stereotypical representation of high end clothing adverts is that they always have a overly attractive model that mages the audience feel bad about how they look and they are then tricked into thinking if I wear this then I'm going to be just as attractive. The model is usually leaning up against something to show how calm and relaxed they are.

(Again it's not great because I was confused)