What techniques does the ad use to persuade the audience to consume the Guardian?
There are many techniques used to persuade the audience to consume the Guardian. One technique they have used is the voice over as we hear “god’s voice” in the background which the turns into a new report which is shown to the consumers about a tragic of the three little pigs this persuades the audience to consume the guardian as it makes them get involved and interact with the latest news. Also the music is very affective as it builds suspense and anchors the message towards the audience which persuades them to consume the guardian. The advert uses different techniques to make the audience consume the guardian by using a very popular fairy tale and by starting it by the police arresting the pig for living in the house. This interest the audience as this is something different from the daily news which interests the audience to get involved and find out more.
The high key lighting makes it more live and interesting and persuades audience to consume the text as they seem to be absorbed by audience. They also use a small book and turn it into a big story by involving the news as “The 3 little pigs” is a novel which everyone has come across in their life’s as which makes it funny as well as serious as the pigs have made a mistake. This persuades audience to consume the text as it involves them and wants them to find out more. The use of the black misty room creates an enigma code which links to Barthes theory as it builds up tension for the audience and wants them to research and be the consumers of the text.
There are many issues of the new technology which raises and tells about the values of the Guardian an example of this is the Facebook ad Twitter which play a big role in peoples life as that is what everyone uses to interact with the media. The advert also shows us about how the people use technology which is worldwide. We also see the black ethnicity man holding an iPad while he is speaking this links to the new technology of what is being used and how you can use it. The news is represented through other people who are watching the news and reading the newspaper. Consumers also see the writing passing my which they people who are consuming the text are replying and publishing over twitter which the consumers who are watching the advert are taking into consideration as they see other audiences which have just seen the news are being involve and leaning forward in to the media and questioning and being involved as audience are the consumers of the news world.
Another technique the advert uses is a quick shots and rapid cuts so that we don’t see everything and find out by involving in the media as we see the police is breaking into the house and arresting them the edits however build up tension and makes the matter big which therefore persuades consumers to consume the Guardian as the newspaper has the rest of the information which audience can find out by consuming it.
. The guardian brand might appeal to a upper class for example the socio economic demographics ABC1 as we see all the people using the latest technology to connect with the media as the people in the advert are using mac products. However expensive products such as iPhone, iPads etc… are usually owned by higher class. This shows that the upper class are more important and they are the ones who are always staying in touch with the news to know what is going on amount them as they also aren’t violent.
Whereas the working class live in the deprived areas and are more violent we see that the 2 little pig’s living room is small which reflects they live in an deprived area as they also don’t have much products in their house.
The trailer also quotes “The Guardian” while the headline of the article is being typed out which gets audience involved as they see what the latest technology is providing us the Guardian writing was in black and white which refers to the mis-en scene of the trailer an example of this is when the questions pass by on the screen which make it look like a mystery this predicts that the Guardian is informing as well as educating and causing social discussions over the internet this shows that the Guardian impacts everyone’s lives as the headlines they use allow the audience to read through and let them know what is happening and questions run through their mind. The audience also sees people consuming text and replying to it as they see people of the world are questioning the news about what is happening to the three little pigs. This has made them look into the news and find out more. This links back to the riots in the UK in 2011 as they used the latest technology to get in contact with thousands of peoples. However in the advert we see the news headline of rioting which then flashes into the scene of people rioting against the police as they think that the three little pigs shouldn't be arrested. This effects the audience as it makes them realise that other news consumers take the news very seriously and how they should be involved and know what is happening around them.
The news is represented a globally as it spreads extremely fast movements over the internet per seconds as it makes an small story huge as the news links to the latest websites which are mostly used.
The news is represented in the advert by other people consuming and taking the news in consideration as it is very important. This allows the news to be represented positively as it involved audience.. In this trailer, the institutions have depicted “The guardian” through e-media platform. This not only connotes to the audience that “The Guardian” has been up to date with recent technology but connotes that they are trying to target a wider range of audiences. The guardian is there to inform and educate their readers online, connotes that they are also trying to target a younger audience too. the medium shot splits into different sections conveying younger people accessing “The Guardian” online. This not only connotes the popularity of lean-forward readers who are being informed and educated about these issues but the use of the logo right at the end of the trailer saying: “The Guardian, web/print/tablet/mobile” connotes how the Guardian is accessible from many new electrical devices.
