Gillian Dyer

Gillian dyer suggests that (Advertising as Communication Routledge 1988) advertisers use, among other techniques, the following lines of appeal. They use images of or references to these things to tap into our desires - and fears:

• ·         Happy families - everyone wants to belong 
• ·         Rich, luxurious lifestyles - aspirational 
• ·         Dreams and fantasy 
• ·         Successful romance and love 
• ·         Elite people or experts 
• ·         Glamorous places 
• ·         Successful careers 
• ·         Art, culture & history
• ·         Nature & the natural world 
• ·         Beautiful women - men AND women like looking at beautiful women, so the thinking           goes: men admire them, women admire what makes the men admire them. 
• ·         Self-importance & pride 
• ·         Comedy & humour 
• ·         Childhood - can appeal to either nostalgia or to nurturing instincts

My five brands 

Audi-

100 words

Audi comes across as a rich and luxurious brand that is family orientated, however they are a multibillion euro company across the globe. Based on Gillian dyer Audi can fit in several line of appeal; elite people or experts , when Audi advertises their cars they show the brand to be sophisticated as the characters always where suits showing status and success. Audi also fits in to successful careers as Audi can be seen as a premium brand and therefore mean that by having an Audi you are wealthy which therefore gives you status and again shows off success.

10 words

Audi is an aspirational brand that revolves around status and luxury.  

1 word

Aspirational.

Apple-

100 words

Apple comes across as a brand that is for elite people, however apple is a multibillion dollar company that started in California. Apple could fit in to several of dyers lines of appeal; happy families because apple try to make all there devices child friendly however able to be used by experts to do work on. Successful careers is another aspect because apple are a big expensive brand its seen as a premium product that would have been brought by someone who has success and wealth. Finally apple can be linked with luxurious lifestyles due to the heavy price tag.

10 words

The apple brand is about innovation with simplicity.

1 word

Innovative

Lynx-

100 words-

Lynx is a brand that is orientated around successful romance and love, this is because due to the adverts that has given suggestions that love/ romance comes when you wear Lynx. Based on Gillian dyers lines of appeal, lynx also comes under beautiful women/men. This is because men see other men in adverts attract women through the Lynx spray which means that men also want to do the same things and therefore hope that women desire them like shown in the advert. Finally Lynx can relate to dreams and fantasy, due to the angel advert where women fall from the sky.

10 words-

 Lynx is a brand that brings opposites genders closer together.

1 word-

Seductive

SMA-

100 words-

SMA is brand that is orientated around childhood which is aimed for mother to give to their baby’s which also suggests that SMA is a family brand. Due to its purpose it can be seen to help create happy healthy families as they are there to provide nutrition’s to help during and after pregnancy to mothers.  Gillian dyer lines of appeal also links nature with SMA as it is something that all babies go through as it is part of nature to be born and to grow. Finally it can be said that SMA is trusted amongst mothers.

10 words-

SMA can be seen as loving, caring and family orientated.  

1 word-

Family


Gucci-

100 words-

Gucci is aimed at successful people who live a large luxurious lifestyle. Gucci is a brand that has high values aimed at elite people and connotations of love and romance. The adverts are made to show beautiful women/men, men see other men attracting women and therefore have the same idea, women see men who are attracted by the body figure of the men. Finally wealth is the biggest factor of Gucci, wealth is shown throughout adverts through the setting and appearance of characters, this shows that the brand is orientated around wealth, status and success.

10 words-

Gucci can be seen as seductive, successful and luxurious.  

1 word-

Seduction