Some campaigns use threatening images, statistics and language that intimidates the audience into wanting to support the message of the campaign. This could be by buying a product, finding out more about a topic or attending an event- it depends on the purpose of the campaign. An example of the use of threat in an advert is in this Canadian campaign, trying to convince people to quit smoking by using an image of a man who is suffering from lung cancer as a result of smoking. The image acts as a threat to smokers of what could happen is they continue smoking and works as a persuasive device to deter them from doing so. (It also uses shock).
Shock
Some campaigns use shock as a way of stunning their audiences into taking action, and make them want to do as the campaign asks them to. This could be by using a certain image, or a shocking statistic/ fact relevant to the matter of the campaign. An example of this is the Benardo's campaign, which caused uproar due to the disturbing image that was used. However it worked in favour of Benardo's because it got the audience talking about child poverty, which was the issue that the campaign was trying to raise awareness of.
Catchy music/ slogan
If a campaign uses television, internet or radio adverts then sometimes a short, catchy tune is sometimes played at the end, or a slogan is used. This is designed to stick inside the audience's head, making them remember the campaign and what it is working towards. An example of a catchy slogan used in an advertising campaign is the CompareTheMarket.com advert, which was promoting the comparison website. The jingle is played twice, and although it is only a few seconds long, it is memorable. There is also the slogan "CompareTheMeerkat.com, ComapreTheMarket.com- simples!" which is used in most of the company's campaigns. "Simples!" became a word used not only by the meerkat in the advert, but by the public too, which is a constant reminder of the website. The campaign got people talking and was hugely successful.
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Enigma
Enigma uses mystery to captivate the audience, and is something unusual that will leave people feeling puzzled. Using enigma in a campaign will make the audience want to find what the campaign is actually about, and they will find out more about the campaign by researching it. An example of an enigmatic advert is the Joop advertising campaign below. Joop are a German fashion house, however from this poster you would not know that; it simple shows a man and woman posing in a dark cinema theatre, looking straight at the camera. There is no indication of what the purpose of the poster is about, simply the image and brand name.
Celebrity endorsement/ elite people
One way of making a campaign appeal to people is to include images, quotes and videos from famous people that are relevant to the campaign. This will attract fans of the celebrity and make them feel that if the celebrity is supporting a certain cause or brand then they should too, to be like them. Even if the audience is not a fan of the celebrity, then they still might be interested- if the focus of the campaign is good enough for an elite person, then it must be good enough for them. An example of using a celebrity in a campaign to attract a wider audience is Kellan Lutz for PETA (who aim to establish and defend animal rights). If Kellan's fans saw this poster, they are more likely to want to support animal rights because that is what he is promoting in this image.
Persuasive Language
Most campaigns will use persuasive devices such as rhetorical questions, repetition, direct address, rule of 3, rhyming or statistics. These are methods designed to make something stick in a person's head, make the campaign more memorable and use language to try and make the audience share their belief. An example of using persuasive devices in a campaign is in this Centrepoint television advert. The narrator uses direct address and emotional language. This speaks to the audience directly as though they should personally get involved; it sounds as though the advert is talking to them. The emotional language exaggerates the good points of the charity and the bad points of the anecdote, highlighting how important the charity's work is and urging the audience to donate.
Humour
Some campaigns will use humour as a way of making their cause stick in people's heads; comedy gets people talking, and therefore a campaign using humour will be more popular and talked about than a serious one. This video is from a snickers advertising campaign, and is lighthearted and funny. People talked about the advert on social networking sites such as twitter (see below) and many parodies of the advert have been created because the public found it so funny.
Sex
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Sex is a key marketing point, and is only really used in advertising campaigns,
mainly for products aimed at men, using images or videos of young women that
men will find attractive. An example of using sex in an advertising campaign is
in this poster advertising
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Stereotypes
Some campaigns use stereotypes because they reflect society and are easy to recognise. They are seen in many campaigns because they are so easy and people can usually relate to a stereotype surrounding them, meaning they will pay more attention to the message of the campaign if it uses someone similar to them. An example of this is the 'I've Never Voted Tory Before' campaign, a series of videos with different people telling the audience why they voted Conservative. The videos featured people of different demographics, using stereotypes to help people identify with them; e.g. a young mother at home with her children, an older man at work and a business women. These stereotypes attract people who live similarly, making them want to pay attention and see what the conservatives could do for them.
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