Tori

There are many persuasive techniques used in advertising. A selection include:

·                     Slogan – a catchy phrase or statement

·                     Repetition – constant reference to product name

·                     Bandwagon – everyone is buying it

·                     Testimonial/association – e.g. celebrity endorsement

·                     Emotional appeal – designed to create strong feelings

·                     Expert opinion – ‘4 out of 5 dentists…’

How does the Advert create desire for the product?

(12 Marks)

How would I structure this?

Intro (theorist) (Mulvey, Butler, Van Zoonen, Bell Hooks, Gerbner)

Analyse Suggested narrative 3x examples of persuasive techniques backed with mise en scene.

Conclude with second theorist.

Van Zooonen says that images of women are are used against. In this advert you can see how the women is in a patriarchal ideology of women being at home as mothers and as being clean and girly, whilst the men work. This ideology can be seen from how the advert says "Nothing compares to family" which is using emotive language to create this strong feeling of women being a house wife seen from how she is with her son and by herself in a clean home. however you could say that this advert is promoting single mothers to be hard working and perfect.

Belle Hooks would say that the media uses images of light skinned women as a representation of beauty in the media. In the advert the image of the women is white, which suggest that only white celebrity endorsements are effective instead of darker skinned celebrities because they are not as attractive. This is how this advert uses celebrity endorsement to appeal to more people because the actress herself is white. however you could also that they are just trying to raise awareness of their shoes and are not trying to be racist.

Judith Butler says that gender is constructed, which means that certain genders like a cis-gender females would act more feminine in front of the media. The advert uses a catchy slogan like "Nothing compares to family" to suggest that family is the most important thing for females, cultivating as gerbner would say a hetoral normative ideology that women need to be straight and have a family which is empathised by how the women is portrayed pregnant and with her son happily at peace with her house wife position. This idea of being heterosexual is further emphasised by the colour schem of the advert that suggest that women choose pink because it represent females as being girly and boys in blue due to it being a more masculine colour. However you could say that due to this being Tori Spelling's actual son that this is actually how they are in real life that they are not trying to pressure people into anything but, to actually buy the shoes.