4. What I have learnt about the content and appeal of television, radio or print adverts and how I intend to demonstrate this knowledge and understanding in my production in order to communicate successfully with the target audience.

After having researched many TV adverts, I have found that the content and appeal is very important in order to communicate successfully with the target audience. Although this is done differently for many adverts, the effect on the target audience remains the same, hence I will have to include these in my own TV advert.
For example, I researched the uses and gratification theory as it tells us why the audience choose to watch what they enjoy. There are 5 reasons to this and they are; Information and education, where the viewers are able to learn from the media as they are able to obtain knowledge, Personal identity, where the viewers are able to relate what they are watching to themselves, like having a role model with similar characteristics. Another reason is that it is able to offer integration and social interaction, where what they are watching becomes a topic of conversation to friends or family as it usually stems from something memorable happening. Additionally it also provides entertainment, as well as escapism in which the audience can enjoy and relax what they are watching after a hard day and therefore be more submerged in the content.

The Old Spice commercials offers a sense of escapism and personal identity very well, as they put the audience in fantastical situations whilst constantly directly addressing them. In this particular advert, he says "..Sadly he isn't me, but he could smell like me." which allows for the audience to be pictured in such situations. Furthermore, he also says "[I have] an oyster with 2 tickets to that thing you love". Which is specific to the viewer that is watching the advert at that time, therefore offering a sense of escapism and thinking that they would feel better by purchasing the product, as it is now a must-buy.

In the Dove advert below, we are able to see that it offers information and education to the audience through the  voice over and graphic cards. For example, the voice over, paired with the information card states that  there is a 48 hour sweat protection as well as having Dove's 1/4 moisturiser technology. The Nivea advert also does this effectively through the voice and information card as it seems to be a quick way to get information across a fast paced advert.

From the TV advert "Nivea Men Stress Protect"

Integration and social interaction also plays a big part in being successful at appealing to the audience. The brand Always, despite being a feminine hygiene brand as opposed to deodorant, does this well. The main topic of this advert is to bring confidence to young girls, or girls in general, in society today due to "Like a girl" being a degrading phrase. This would therefore spark conversations between friend and family to talk about this relatable problem. Always does this well in the advert by introducing this topic to strangers and seeing their insight to this phrase. Hence encouraging the viewers to do the same with the people around them.

Having done this research into the content and appeal in TV adverts, I plan on incorporating some of these ideas to an extent in order to make my advert more successful in communicating to the target audience. For example, I plan on including information about my deodorant on an information card stating the long lasting freshness it has. I also hope that the storyline will offer a sense of personal identity, where the "first-date" situation will be relatable to the audience and even have a cathartic feel towards it. Furthermore, I hope that it will also offer integration and social interaction through the choice of location as well as the soundtrack chosen. In conclusion, by including similar content and appeal as other TV adverts, I hope that this will make my own advert more successful and realistic.