Features Text 1 Text 2 Text 3

Content 1987 AIDs ad 2010 Pine O Australian Army

Cleen recruitment ad
People being used
as ten-pin bowling TV mother uses Soldiers
pins, the grim raw chicken thigh completing
reaper bowling to explain how different activities.
them over while a using a dirty
voice over in a sponge is like
deep voice using raw meat to
explains the clean.
threat of AIDs.
Function To scare/ inform To sell Pine O To inspire
people of AIDs. Cleen. patriotism and
recruit people to
the Australian
army.
Audience General public Mother’s that do a Men and women
that are unaware lot of house that may have no
of the dangers of cleaning. direction or those
AIDs. wanting to fight
for their contry.
Language used • “At first Female voiceover “Throughout
only gays says “harmful history we’ve risen
and IV drug germs” with a to the challenges
users were sense of hatred. that have
being killed Also saying confronted us
by AIDs” “harmful germs” under a rising
This makes compared to just sun” This inspires
everyone “germs” patriotism and
not in either enphasises the belief in the
of those point that the defence forces
categories consumer should and Australia as a
feel safe buy the product to whole.
from the get rid of
disease. IT something that
goes on to could potentially
say “…but harm them.
now we
know every
one of us
could be
devastated
by it.”
• As the ad
progresses
the voice
 over
becomes
more
aggressive
and
emotional
in an
aggravated
sense.

Written • “AIDs. • “E coli.” And • “Whatever

messages Prevention “Staphyloco the
is the only ccus” inform challenge”
cure we’ve the viewer • “Whatever
got.” of germs the
• Telephone that can be adversity”
number for found in the • “Whatever
info centre kitchen. the need”
• “Cleans and • “Whatever
disinfects” challenges
• “Complete lie ahead”
Clean” • “Whatever
emphasising the
the point commitmen
that Pine O t”
Cleen • “Rise.
eliminates Challenge
germs. yourself-
• “New Army.
Microlock
technology”
• “Pine O
Cleen-It’s
not clean
unless it’s
Pine O
Cleen”

Main • Grim Young mother. All people

Characters’ Reaper. Possible stay at featured are
background (Reaper of home mum. soldiers. They all
souls seem to be
speaks for working hard and
itself). doing good, not
• Various just for their own
other country but for
characters peoples of foreign
from many nations.
 different
background
s eg.
Homosexual
, mother,
child etc.

Extra-linguistic Strong images of a Terms such as Well placed titles

features haunting, scary “New Microlock pop up during the
figure expressed technology” pop video that
through the grim up on screen with represent the
reaper along with a small image but images and the
a deep, menacing don’t go into any beliefs of the
voice explaining real detail about Australian Army
the dangers of what it actually is. eg. mateship,
AIDs. courage etc.
Advertisers Threatening Phrases meant to
attitudes to language (scare The advertisers inspire Australians
language tactics) with a may have chosen to consider and
deep, aggressive not to go into contribute to the
voiceover detail about what long, successful
presents easy to “microlock history of the
believe statistics technology” is and Australian Army.
that capture the just have an image The voiceover only
audience’s because the saying one line
attention. consumer will grabs the viewers
make their own attention and the
assumption about titles that appear
wjat it is and how on-screen
it will benefit them. afterwards
Also having the continue to
phrase, “new” , captivate the
makes the audience.
consumer think
they are buying a
better product
compared to a
similar product
Community After the ad aired If the product does Australian public
attitudes to there was a public what it says it does would respond
language call for more then consumers well to this ad as it
information on HIV would respond well represents what it
AIDs and this if it works better means to be
aided in making compared to their Australian;
Australia one of current cleaning courage,
the lowest HIV product. mateship,
AIDs ratings in the persistence etc.
industrial world.
Appropriatenes Visuals are It relates to mother Words are
s confronting and who do the common of
shocking for an majority of house recruiting ads.
ad. It is an cleaning. It doesn’t They do not push
interesting was to really stand out as a philosophy onto
represent death a unique or above the viewer but
but it gets the standard ad but it does expect a
point across. sells the product. sense of duty and
paralleled belief of
their values.

HIV AIDs - http://www.youtube.com/watch?v=U219eUIZ7Qo

Pine O Cleen- http://www.youtube.com/watch?v=MnnmTR1cvs8

Australian Army- http://www.youtube.com/watch?v=X99oYW75jkM