1. Dumb Ways to Die? Animation Animation is used to make it more humorous and cute. It makes the serious issues stand out to you. Makes it funny. The different little animated people are different colours to differentiate them from one another due to their situations. Music Catchy song. Makes the issues happier. repeated lyrics to make the listener remember and have it going round their head for days after – will make them want to re-watch the advert over and over again. Emotional Response It makes the audience laugh and happy. The song is also catchy which also makes the audience happy. If it wasn’t animated and it was a person speaking instead of a song, the emotional response would be completely opposite with it being 100X more sad and serious. Parody - No Peter Kay’s John Smith adverts Humorous The humour is used to make people think that the product is fun loving and would be enjoyable. He has a northern accent which accelerates humour at others. Geographics John Smith is mainly based around the north of the UK which is why they would have used Peter Kay who is a northern comedian. This is relatable to northerners. Target audience The target audience would be mainly northern people of drinking age and above. People who enjoy watching Peter Kays stand up shows and TV programmes will also be targeted because they want to drink the same beer as Peter Kay. Series Of Adverts These adverts keep to a theme which is shown by the use of the same spokesperson. So the theme would be very comedic because Peter Kay is a well known funny comedian. Also all the adverts with Peter Kay in will be very Northern because of where Peter Kay comes from. Sharpie Adverts Celebrity Endorsement. Sharpie have created this advert including David Beckham to make the audience believe that their products are a lot more than they actually are. Having David Beckham using the sharpie to sign his autographs persuades the audience that you can carry a sharpie anywhere and have great use for the pen. Beckham is also a massive celebrity in a lot of countries and many people know of him and also look up to him. This adverts makes people think that if David uses sharpies then the audience should too. Brand Identity. The creators of this advert have focused on showing that the pen being used is ‘sharpie’. They have done this by using close up shots of the pen to allow the audience to spot that the pen is sharpie and that in every scenario David Beckham is in a Sharpie appears to be used to sign his autograph. They also prove to the audience that this pen can be used on most surfaces and comes in a range of colours. Lifestyle Appeal David Beckham’s life style is proven to be quite a good one. Using him in this advert appeals to the audience inspiring them to live a similar Hollywood life style as him. During the advert David comes across no problems which gives sharpie this image of using them and not having any problems in your life. The pens did not smudge, run out or look faded during the advert when in reality these problems occur. Special effects Special effects were used in this to show him fighting different versions of himself, this led to the ideal that they have dominated the market so now they must out do themselves and evolve Matrix link/ surreal This advert seems to have taken inspiration from the matrix due to its surreal feel (he is fighting against himself and it goes from a slow pace to fast pace and the drop of a hat) this makes the advert seem quite surreal as in real life one cant fight themselves like that drama Drama always captivates us and this advert does a really good job of using this too its advantage, because of the fight scenes we are drawn in and it leaves us with a message to relate to that may leave us thinking and lead us to purchasing a volks wagen - because we all strive to be the best version of our self. Plus the drama of the ad relates to the dramatic experience you will get if you buy one. Brand identity - German, complex, abstract, intelligent, precise The brand identity in this is very prominent as they split all of his identity's and show that it doesn’t matter if you have this front its better to have everything than to just front one thing (this is shown by him beating his other identity's) Sharpie Adverts ASA Complaints This advert got 1,117 complaints due to the violent nature of the advert, he was fighting versions of himself (before the watershed and that would have been seen by the younger generation) this could lead to this behaviour in children and other youths target audience (psychographics, demographics and by Standard Occupational Classification) The target audience for this advert is more likely to be people in the ages 20-40 and in the skilled worker to working class category due to the design of the car and what volks wagen is known for ABC- C1-D SOC- 1234 etc >people who live alone but can afford a house of their own/without parents so they live alone and have to do their own/ maids or cleaners/ middle age and have worked for the money they have…. Also most have families and want to know they can trust the product >higher class- middle class with decent money that can afford the Dyson ball technology hoover but to be honest they should just get a maid if they can afford it. >As it is unique to Dyson and allows you to mover it more easily into tricky places. >Manoeuvrability of ‘the balls’, the speed is faster and easily storable also easy to clear also the height has been changed to suit the product better. > The design is new and improved/Dyson is a well-known brand, the tag line is shown to try and intise the audience, it picks up more dirt than any other hoover. >Dyson is a well-respected name Dyson Ad