In this article, I will be explaining the industry guide to the codes and conventions of advertising. This will furthermore prove my knowledge of the fundamentals of the distinct types of advertising techniques. Moreover, the meaning within advertisements is how a business encourages people to purchase their products, services, or ideas. An advertisement is something that attracts great attention to these things. It is typically created by an advertising agency for a sponsor or brand and made public by various media. Further to this, advertising has three primary goals: to inform, to persuade, and to remind. Informative advertising generates awareness of brands, products, services, and ideas. This can also link towards how advertisement appeals us to be interested, it attracts our attention through well-designed graphics which normally includes a picture of the product. As well as the headlines and the logo of the product or company that also attracts the customers. A good advertisement can yet also depend on the type of audience that the company is trying to attract. For instance, a vegetarian would not be attracted to a McDonald’s advertisement. Especially since McDonald’s is known for normally having advertisements that present their ‘Big Mac’ or their ‘Triple Cheeseburger. Which is why it is also smart to think about the type of audience that you are trying to attract.
How are advertisements distributed to and consumed by the audience?
PrettyLittleThing (www.prettylittlething.com) is a UK based fashion company aimed towards 16 to 24-year-old women, their aims within advertisement come in several ways. For instance, they have their own YouTube channel (with 64K subscribers https://www.youtube.com/c/PrettyLittleThing ) where they post daily podcasts, mini adverts, and trailers on upcoming clothing collections. In my opinion, I figure having a YouTube channel is a smart choice within their brand. This is because their audience can look further into more content. I usually notice their clothing adverts before I watch a YouTube video too. They usually include catchy music, bright lighting, eye-catching clothes to draw attention from their audience. This would attract audiences to visit the website to purchase some clothes to be up on the latest trends. Another type of advertisement that PLT includes to be consumed by the audience, is the typical bus advertising. This is nonetheless a huge way for diverse types of people to acknowledge them.
A bus, which is an example of a print media sector, is a smart choice to advertise your business. It travels to several places daily so it will be understood that many people would also yet notice the advert. Print media sectors come from being outdoor billboards, bus adverts, newspapers and magazines.
A bus advert 
is something 
that people can view, and gain popularity extremely fast since print media sectors are an advertisement technique that helps you gain notice. Pretty Little Thing’s known logo is their famous pink unicorn. This logo is almost everywhere within their brand, for example in their packaging, on most of their clothing and other products. It is a signature logo that will yet also be easily remembered by their audience. Even though it is not a huge advertising technique, it is still something that their audience will acknowledge. Another huge example of their advertisement towards the audience is that they collaborate with popular celebrities/social media influencers. Such as Kourtney Kardashian, Saweetie, Jordyn Woods and Molly-Mae (With many more). This is a massive technique to draw in audiences. This is because the celebrities involved can promote clothing collaborations towards their audience. This would bring more visitors to the site and encourage more people to purchase different new clothing every single day. Moreover, I am a regular Pretty Little Thing customer, most of my clothing is from Pretty Little Thing, this would show that they are doing a terrific job within their advertisement techniques. Pretty Little Thing is also presented in some magazines in the UK. Such as ‘Heat World UK’. This is another excellent way to gain customers as a lot of people spend their time reading magazines. A unique feature on the magazine would attract audiences to go onto the website to purchase some clothes. https://heatworld.com/shopping/fashion/prettylittlething-pride-collection/
https://www.youtube.com/watch?v=Hex2M43axQk&ab_channel=PrettyLittleThing – PLT x Molly Mae – Pretty Little Thing YouTube advert.
How do advertisements use persuasive techniques (e.g. pathos, logos, ethos) to appeal to the target audience characteristics?
Pretty Little Thing use many persuasive techniques, just as I explained before, they include many variations of methods to attract new visitors to purchase clothes every day. Yet, another example is that they also have many songs made by their brand collaborations. It is a wonderful way to persuade people to look further within their brand. Music is also yet a unique way to advertise as many other companies do not usually launch known music for their brand.
Furthermore, Ethos, along with logos and pathos, is one of the three “modes of persuasion” in rhetoric (the art of effective speaking or writing). Pretty Little Thing’s example of the use of ethos is represented all over their website. The aim is to make sure that all customers are content with the clothing and always make sure to return. “Our brand ethos is all about innovation and creation, therefore, we love to hear from people who share that vision” It’s clear to notice that their main aim to display originality and unique products for customers to be comfortable in and love. https://careers.prettylittlething.com/. Additionally, Pathos is signified to be seen in a language that draws out emotions such as pity, sadness, or anger in an audience. However, Little Thing does not include Pathos within their persuasive techniques as it is a clothing brand.
Although, some advertisements such as cancer ads, bullying ads and abuse ads gain those emotions from audiences. A clothing brand, however, is not usually linked towards gaining pity, sorrow, or anger from an audience. Usually joy, excitement, and curiosity. Nevertheless, they still do not struggle with gaining customers with their techniques. As I explained before, their logo is a significant impact on their brand as it is essentially displayed everywhere within their brand. It is a wonderful way for customers to remember the usual pink unicorn. And that is something that all brands should consider – if the customer remembers something unique from your business, there is a more likely chance that they will come back too.
Another persuasive technique is the PrettyLittleThing Podcast named “Behind Closed Doors” that they launch daily on their YouTube channel. This would be an example of an internet media sector as it’s something that’s published online for their audience. A podcast on their YouTube channel is a way for them to interact with their audience. Their techniques are different and unique which would be a big advantage towards audiences as it is something no other company yet also does.
This is also a way for regular shoppers to have first notices on upcoming launches and listen to anything also entertaining such as when celebrities are on the podcast, such as Yewande Biala, Nella Rose and Saweetie. An additional example of a persuasive technique that PLT include is their ‘Refer-A-Friend’ treatment. In which where Pretty Little Thing suggests a deal in where they give a 20% off discount if a customer had referred Pretty Little Thing to their friend. The new customer gains a discount too!
Moreover, to this, their use of persuasive techniques involves with the bold designs and colourful pictures all over their website. This is a way that also intrigues the customers as it’s something that influences them to purchase some products on the site. Another example of this will also extend into the reviews/testimonials from PLT, it also refers to Gunns 12 types of advertising. Hundreds of these can be found on YouTube of many people doing Pretty Little Thing clothing hauls. In which they review and try on clothes that they ordered from the website for customers to be appealed to. Anyone can simply search ‘Pretty Little Thing Clothing Hauls’ and you could find many influencers and/or people with uploaded videos of them. This is yet a great way for simple promotion for people to discover more about them and may seem interested in the clothing.
How do advertisements use the form (e.g. standalone, campaign) and style (e.g. humorous, dramatic) to appeal to the target audience?
Pretty Little Thing advertisements do not focus on humorous nor dramatic scenes, it is more of a typical stylish advert. This is based on clothing so it would not completely include something so serious or displays sorrow towards their audience. The difference between standalone and campaign is that firstly an advertising campaign is an organised course of action to promote a product or service. This could connect towards Pretty Little Thing since they do a lot of collaborations with many different celebrities. This would also help promote the brand towards many other audiences, so for example, their campaigns include of PLT x Jordyn Woods, PLT x Molly-Mae and PLT x Jess Hunt.
However, a standalone is a single advert that a company puts all their money and effort into without thinking about doing any other adverts or if there will be next one. This is kind of similar to PLT since Pretty Little Thing involves all their effort and money in their adverts. Although they still launch many other adverts (knowing there will be a next one too) Furthermore, Pretty Little Thing use various techniques within their advert forms to gain more customers. As explained before, they reach high-quality adverts and methods to build more notice from people. Referring to Gunns 12 types of advertising, Pretty Little Thing extends into within many types that Donald Gunn had presented. For example, type 1 which demonstrates the product and presents the benefits of the products. This would mean that the clothing is superior quality, trustworthy and the reviews are true. Their visual demonstrations are showed on their website (models wearing the clothing). Another type that PLT inherits is type 8 which is the ongoing character and celebrities. Pretty Little Thing is known for mostly involving celebrities such as Saweetie, Jordyn Woods, Molly-Mae, Doja Cat and many more. This would be represented all over their website as they have campaigns with those celebs to gain more popularity. Furthermore, PLT also includes type ten and eleven which both associates with user imagery and unique personality property. Type ten involves the appealing view towards the target audience, As explained before, Pretty Little Thing designs their website to be colorful, eye-catching and be able to draw attention from the users. Type eleven highlights the personality property, so this would highlight the uniqueness towards the products. Such as the models wearing the clothing and making sure it interests the customers. This would lean towards trying to make the products stand out.
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