According to Gillian Dyer (Advertising as Communication, 1988) advertisers use, among other techniques, lines of appeal to create brand identities and attract their target audience.
Media companies use these images, references or suggestions to tap into our desires and make us ‘feel part’ of the brand. Dyer suggested lines of appeal could be classified into 13 groups:
1) Versace is a more luxurious brand who is popular with more elite/upper class people as it is expensive and tasteful. Its brand values would be about quality, lifestyle and a personal touch. Versace could fit into several of Dyer’s lines of appeal: Rich, luxurious lifestyles - Versace focuses on glamorous, luxurious products with high expense; elite people and successful careers - the brand sells expensive products and is aimed at a higher class of people in society; self importance and pride - Versace being a popular upper class brand highlights self importance and pride in buying and wearing/using their products, customers find satisfaction in buying and showing off this brand.
2) Versace focuses on the quality, glamour and luxury of products. (10 words)
3) Versace in one word: Prestigious.
IKEA
1) IKEA is a popular brand which comes across as a friendly, local style company when it is in fact a massive global business. Its brand values would be about quality, lifestyle and a personal touch. IKEA could fit into several of Dyer’s lines of appeal: Happy families - the products IKEA sell are for a household and different people and rooms within a home; rich, luxurious lifestyles - IKEA take pride in the quality and aesthetics of their products, making their products look valuable and sleek; art, culture and history - IKEA has a wide range of products that cater to all types of people of all ages, some products even have historical reference and IKEA tend to make their products as creative as can be.
2) IKEA takes pride in the quality and uniqueness of products.
3) IKEA in one word: Convenient.
Primark
1) Primark is a popular brand that is reasonably affordable and convenient for all - it is a massive global business which appeals to all. Its brand values would be about being affordable, ethical, having variety and convenience. Primark could fit into several of Dyer’s lines of appeal: Luxurious aspirational lifestyles - Primark sell some clothing that looks more expensive than it is actually priced; Self importance and pride - Primark caters to different genders and sized people which would allow customers to feel more accepted and less self conscious as some clothing shops do not cater to larger sized people and mainly focus on women's wear.
2) Primark focuses on variety and range of products.
3) Primark in one word: Affordable.
Apple
1) Apple is a popular brand world wide brand which focuses on electronics and changing/developing technology of the future. Apple commits to providing impressive and innovative products as well as computing software. Its brand values would be about connection, quality and innovative ideas. Apple could fit into several of Dyer’s lines of appeal: Happy families, everyone wants to belong - Apple features applications that are only available to those who use their brand such as Facetime and iMessage which make users feel unique and a part of something; Rich, luxurious lifestyles - Apple is quite an expensive brand which is popular with those who as classed as being of high status, wealthy.. this appeals to lower classes as they admire this type of high class lifestyle; Elite people or experts - Apples unique software appeal to elite people/ experts and is often used by business men/women and students/trainees.
2) Apple is about innovation and creating the technological future.
3) Apple in one word: Future.
Facebook
1) Facebook is a worldwide popular free social networking site which allows users to create profiles and connect with friends, family and new people. This social networking brand is popular as it is free and easily accessible by those all over the world. Its brand values would be about connection, lifestyle and being affordable. Facebook could fit into several of Dyer’s lines of appeal: Happy families, everyone wants to belong - Facebook connects people from all over the world allowing the formation of new relationships and connection of old relationships as well as maintaining current relationships; Art, culture and history - Facebook fits into this category as it allows you to meet new people from all around the world and allows individuals to create their own identity online.
2) Facebook is about connecting people through the online world.
3) Facebook in one word: Connection.
Extension task:
Research Innocent drinks
What brand values would you associate with Innocent? Why might their takeover by Coca Cola threaten those brand values?
Happy families - everyone wants to belong : Innocent smoothies have different products aimed at different aged groups which is aimed at family homes full of different aged people.
Nature & the natural world : Innocent smoothies promote the use of natural ingredients in order to live a healthy and happy lifestyle.
Self-importance & pride : Innocent smoothies take pride in the use of all natural ingredients, keeping people healthy. It also is aimed at people embracing self importance by drinking this natural, healthy product. Makes the customers think that they are gaining something out of buying this product.
Childhood - can appeal to either nostalgia or to nurturing instincts : Innocent smoothies
Innocent smoothie's takeover by Coco Cola could threaten their brand values as both companies have some different values - one of the main examples of this is 'nature and the natural world' which Coco Cola doesn't value as much as innocent smoothies (Coco Cola only has one product which takes the environment and the natural world into consideration which is 'Coco Cola Life' however all of Innocent Smoothies products use natural ingredients having strong values about natural world).
Does your opinion of the brand change once you know they are owned by Coca Cola?
Yes because Innocent Smoothies and Coco Cola are two very different brands that promote different things and have different values- for example Innocent smoothies promotes healthy living with the use of all natural products compared to Coco Cola who use a lot of unnatural ingredients and are linked to being unhealthy. Therefore the fact that innocent smoothies are owned by coco cola may make the customer question their values for their product due to the different reputation of being unhealthy that coco cola has compared to innocent smoothies.
Media companies use these images, references or suggestions to tap into our desires and make us ‘feel part’ of the brand. Dyer suggested lines of appeal could be classified into 13 groups:
- 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
1) Versace is a more luxurious brand who is popular with more elite/upper class people as it is expensive and tasteful. Its brand values would be about quality, lifestyle and a personal touch. Versace could fit into several of Dyer’s lines of appeal: Rich, luxurious lifestyles - Versace focuses on glamorous, luxurious products with high expense; elite people and successful careers - the brand sells expensive products and is aimed at a higher class of people in society; self importance and pride - Versace being a popular upper class brand highlights self importance and pride in buying and wearing/using their products, customers find satisfaction in buying and showing off this brand.
2) Versace focuses on the quality, glamour and luxury of products. (10 words)
3) Versace in one word: Prestigious.
IKEA
1) IKEA is a popular brand which comes across as a friendly, local style company when it is in fact a massive global business. Its brand values would be about quality, lifestyle and a personal touch. IKEA could fit into several of Dyer’s lines of appeal: Happy families - the products IKEA sell are for a household and different people and rooms within a home; rich, luxurious lifestyles - IKEA take pride in the quality and aesthetics of their products, making their products look valuable and sleek; art, culture and history - IKEA has a wide range of products that cater to all types of people of all ages, some products even have historical reference and IKEA tend to make their products as creative as can be.
2) IKEA takes pride in the quality and uniqueness of products.
3) IKEA in one word: Convenient.
Primark
1) Primark is a popular brand that is reasonably affordable and convenient for all - it is a massive global business which appeals to all. Its brand values would be about being affordable, ethical, having variety and convenience. Primark could fit into several of Dyer’s lines of appeal: Luxurious aspirational lifestyles - Primark sell some clothing that looks more expensive than it is actually priced; Self importance and pride - Primark caters to different genders and sized people which would allow customers to feel more accepted and less self conscious as some clothing shops do not cater to larger sized people and mainly focus on women's wear.
2) Primark focuses on variety and range of products.
3) Primark in one word: Affordable.
Apple
1) Apple is a popular brand world wide brand which focuses on electronics and changing/developing technology of the future. Apple commits to providing impressive and innovative products as well as computing software. Its brand values would be about connection, quality and innovative ideas. Apple could fit into several of Dyer’s lines of appeal: Happy families, everyone wants to belong - Apple features applications that are only available to those who use their brand such as Facetime and iMessage which make users feel unique and a part of something; Rich, luxurious lifestyles - Apple is quite an expensive brand which is popular with those who as classed as being of high status, wealthy.. this appeals to lower classes as they admire this type of high class lifestyle; Elite people or experts - Apples unique software appeal to elite people/ experts and is often used by business men/women and students/trainees.
2) Apple is about innovation and creating the technological future.
3) Apple in one word: Future.
1) Facebook is a worldwide popular free social networking site which allows users to create profiles and connect with friends, family and new people. This social networking brand is popular as it is free and easily accessible by those all over the world. Its brand values would be about connection, lifestyle and being affordable. Facebook could fit into several of Dyer’s lines of appeal: Happy families, everyone wants to belong - Facebook connects people from all over the world allowing the formation of new relationships and connection of old relationships as well as maintaining current relationships; Art, culture and history - Facebook fits into this category as it allows you to meet new people from all around the world and allows individuals to create their own identity online.
2) Facebook is about connecting people through the online world.
3) Facebook in one word: Connection.
Extension task:
What brand values would you associate with Innocent? Why might their takeover by Coca Cola threaten those brand values?
Happy families - everyone wants to belong : Innocent smoothies have different products aimed at different aged groups which is aimed at family homes full of different aged people.
Nature & the natural world : Innocent smoothies promote the use of natural ingredients in order to live a healthy and happy lifestyle.
Self-importance & pride : Innocent smoothies take pride in the use of all natural ingredients, keeping people healthy. It also is aimed at people embracing self importance by drinking this natural, healthy product. Makes the customers think that they are gaining something out of buying this product.
Childhood - can appeal to either nostalgia or to nurturing instincts : Innocent smoothies
Innocent smoothie's takeover by Coco Cola could threaten their brand values as both companies have some different values - one of the main examples of this is 'nature and the natural world' which Coco Cola doesn't value as much as innocent smoothies (Coco Cola only has one product which takes the environment and the natural world into consideration which is 'Coco Cola Life' however all of Innocent Smoothies products use natural ingredients having strong values about natural world).
Does your opinion of the brand change once you know they are owned by Coca Cola?
Yes because Innocent Smoothies and Coco Cola are two very different brands that promote different things and have different values- for example Innocent smoothies promotes healthy living with the use of all natural products compared to Coco Cola who use a lot of unnatural ingredients and are linked to being unhealthy. Therefore the fact that innocent smoothies are owned by coco cola may make the customer question their values for their product due to the different reputation of being unhealthy that coco cola has compared to innocent smoothies.
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