In this section I will be analysing five different adverts which include of an; Overt (open/obvious), Hidden, Compassion, Social position and finally Celebrity endorsement.
Overt:
The advert that I have used for overt is 'M&S- afternoon tea party' is because the message is open/obvious due to the use the message suggesting you can purchase and get everything you need for a afternoon tea party simply at M&S. The different gratifications of this advert could be either personal identity as well as social relationships, due to the audience being able to relate to the product and situation/atmosphere as many of the target audience may host cream tea event with their friends and family. As the brand M&S is a well known food retailer including good quality items with reasonable prices and is located all around the world in over 40 countries, increasing the customer market as well as sales. The is beneficial to the target audience as they are able to buy a brand they recognise in many different locations. The gender of this target audience of the advert is many females due to the decorative nature of a afternoon tea party however the brand is available to both genders. The target audience would be adults aged around 25 to 50 year old that are into hosting dinner meals, as we can see at (0.21) some selected products & stores, subject to availability over 18's only. The ethnicity of this advert will appeal to all as the location is in many different countries however as all races within the advert are white as more white race females might engage and feel obligated to watch. This technique manages to meet the target audience through raising awareness of the specific product towards the audience as we can see at the point (0.01) due to the use of make the 'most of the weather with your friends' makes the audience think whether they have or not.
Hidden:
This advert is under the title hidden due to the advert having a hidden message, the hidden message within this advert is, whether you may get along or not or not having anything in common you will always have that one thing in common in this case it was McDonald. The gratifications of this advert is personal identity as many of the target audience can relate to this similar situation. The advert is aimed to a world wide audience due to McDonald stores being located in many different countries, helps the both customer and business as they are able to purchase goods they recognise and increase sales. The target audience of this product is aimed to an audience of 12+ as audience younger than this age might not be able to understand the hidden message the advert portrays but still might be able to relate to the situation. The gender is aimed to both male and female, however this advert might attract more males due to the amount shown within the advert. The ethnicity that would appeal to this advert will be mainly white people as the characters within it are the same race. However the product and service are aimed to all races as McDonald is available to anyone. The technique used manages to the portray adverts message by the gratifications of personal identity.
Compassion:
This advert one child is a charity advert under compassion as this advert hopes to open up and touch the audience through shock and sympathy. Many of the target audience many feel compassion towards the children in the and in some case empathy. The gratification used for this advert is social relationships as many of the audience will talk/discuss this sad ad with either friend or family whom have seen it. The audience targeted through this advert is aimed at adults over 18's due to they are more likely to donate money as a younger audience are not through income situation. The gender this advert is aimed to is both males and females as anyone can donate, the gender within the advert does not affect the target audience. The ethnicity of the target audience is aimed to all races as the message of this is help child that are in need. The location of the target audience is advertised all over the world due to aiming to adults who gain income to help with a donation of sick and homeless individuals. The techniques that helps portray the compassion through the advert is used by the shocking images and voice over builds up sympathy of the viewer and for them to watch the full advert as some audience might feel guilty, this then relates to social or even personal as some might know someone in a similar position and could discuss with their friends or family about giving money.
Social position:
This advert is under social position due to the general situation that occurs within the advert that many of the target audience are able to relate to. The gratification that could be used for this personal identity, entertainment and social relation because many of the audience who eat chocolate could relate to when either there friends or family secretly eat their chocolate we can see this at (1.00). Many of the audience might this humorous due to the relation of the advert and themselves adds to the entertainment values. The target audience this advertisement is aimed to would be 18+ and the gender many would be females as the characters in the advert is adult women who are keen on chocolate. The ethnicity of this would be mainly the white ethnicity however this does not mean that other genders or races are not allowed to purchase this specific product. The location of this advert is located internationally as this product is sold in countries with the Middle East, India, UK, Ireland and Isle of man, which helps to increase the brand awareness for this product. The techniques used within the advert helps maintain the message across of the chocolate galaxy is irresistible as we can see in the advert as she keeps a spare bar at (1.50).
Celebrity endorsement:
This advert includes of an celebrity endorsement which is used effectively as this yoghurt ad for Muller due to a global megastar performer that will engage many of her fans and general TV viewers will recognise her with that advertisements helps the brand raise awareness for that specific product. The different gratification used is entertainment and social as the audience will find it more interesting campare to previous yogurt adverts as well as fan talking about the advert with friends due to their idol starring in it. The target audience would be to an age range of 13-35 year olds and targeted to both genders however females might be engaged more due the female singer. The ethnicity of the audience will be targeted to all races as the celebrity is of an origin not where the advert is located in. The location of this advert is shown internationally due to the company located in different countries. The techniques used within this advertisement helps manage to meet and grab the attention of their target audience through the gratifications and situations that occurs in the advert.
Friday, 18 October 2013
Thursday, 17 October 2013
'Characteristics of Advertising'
This assignment I will be analysing two advertisements application of the five key characteristics. My first advert will be 'M&M chocolate' and the other 'Walkers extra crunchy'. The five key characteristics are Benefits Offered, Advantages over other Similar Products, USP, Lifestyle Appeal and Brand Identity.
M&Ms Advert:
For this advert the benefits offered from this specific product is you are able to use this chocolate for many desert ideas as well as seeing the humorous side of it too at (0.19-0.23). The advert manages to establish this through the dialogue as when wanting a snack we could react in a similar way due to the different ideas she has on mind through the chocolate snack she desires.
The advantages it has over other similar product is the candy shells, each if which has the letter "m" printed in lower case on one side, surround a variety of fillings, including milk chocolate, dark chocolate, crisped rice, mint chocolate, peanuts, almonds, orange chocolate, coconut, pretzel, wild cherry, cinnamon, raspberry and peanut butter allowing the audience to have a variety of m&m' s to chose from rather than products without any variety. This advert manages to establish the product well through the dialogue, graphics and situation occurring in the advert as the overall by suggesting that this is a better snack to have and also irresistible. We can see this at (0.18), this helps engage the audience through the well known song helps connote the situation with the sound together effectively. The graphics at (0.29) show the simple typography that chocolate is better with 'M's', also suggesting that you cant get better than m&m's.
The USP (unique selling point) of this product is delicious chocolate which is used to emphasise this through the different styles used to create humorous situations that catches our attention by the advert. The song used matches the lyrics as the point at (0.03-0.13) the chocolate suggests that it will do 'anything for love, but wont do that' which denotes and connotes what occurs in the video.
Lifestyle appeal of this product will help the enhance/compliment the lifestyle of the specific target audience by who the company has aimed the product to would want them to purchase the product. The celebrity endorsement used in this advert suggests to the audience that this snack is not irresistible for famous people, then must be great and definitely not irresistible for the audience. We can see this within the advert at (0.25).
Finally brand identity, as the brand of this chocolate is m&m's is a very well known brand which helps the audience to recognise the brand within this advert without suggesting what the brand is but through the logo which we can see at many points through the video at (0.04) and (0.07) and many more. As this brand is popular and well known this helps the audience to trust the product as well as raising awareness.
Walkers Extra Crunchy Advert:
The benefits offered of this product walkers extra crunchy is that the latest release of walkers extra crunchy is that it is extra crunchy as well as a product that is available to eat and share with the whole family, we can see a pair eating the product at (0.10-0.14) and taking them a this time period to eat the crisp could suggest
the proof of it really being extra crunchy. Advantages over similar products is that the product is new and extra crunchy as well as made for sharing which is a huge advantage as many food product are for many only enough for an individual. However this product allows the audience to share with others as many of the audience can relate to the situation within the advert at (0.08-0.18).
The use of sponsorship on the advert has impacts the viewer by engaging them through this unique selling point of celebrity endorsement. As the song used with the advert helps relate the product and advert to the audience through the 'Share' commonly used repeatedly in the song. This emphasise the humorous side of the advert at (0.33) where the celebrity is being thrown out of the window because realistically no-one wants to secretly share their food which engages the audience because its also something we did not expect to happen within the advert.
The lifestyle appeal would help the product to enhance/compliment the target audience lifestyle as the good is aimed to an audience who are likely to purchase the product for not only themselves but for others too, (0.26-0.29). Brand identity of this product is walkers which is a very well known helps them gain more awareness of their product and brand, we can this is within the advert at (0.37). The poster helps re-ensure the audience of what the brand identity is of the specific product.
M&Ms Advert:
For this advert the benefits offered from this specific product is you are able to use this chocolate for many desert ideas as well as seeing the humorous side of it too at (0.19-0.23). The advert manages to establish this through the dialogue as when wanting a snack we could react in a similar way due to the different ideas she has on mind through the chocolate snack she desires.
The advantages it has over other similar product is the candy shells, each if which has the letter "m" printed in lower case on one side, surround a variety of fillings, including milk chocolate, dark chocolate, crisped rice, mint chocolate, peanuts, almonds, orange chocolate, coconut, pretzel, wild cherry, cinnamon, raspberry and peanut butter allowing the audience to have a variety of m&m' s to chose from rather than products without any variety. This advert manages to establish the product well through the dialogue, graphics and situation occurring in the advert as the overall by suggesting that this is a better snack to have and also irresistible. We can see this at (0.18), this helps engage the audience through the well known song helps connote the situation with the sound together effectively. The graphics at (0.29) show the simple typography that chocolate is better with 'M's', also suggesting that you cant get better than m&m's.
The USP (unique selling point) of this product is delicious chocolate which is used to emphasise this through the different styles used to create humorous situations that catches our attention by the advert. The song used matches the lyrics as the point at (0.03-0.13) the chocolate suggests that it will do 'anything for love, but wont do that' which denotes and connotes what occurs in the video.
Lifestyle appeal of this product will help the enhance/compliment the lifestyle of the specific target audience by who the company has aimed the product to would want them to purchase the product. The celebrity endorsement used in this advert suggests to the audience that this snack is not irresistible for famous people, then must be great and definitely not irresistible for the audience. We can see this within the advert at (0.25).
Finally brand identity, as the brand of this chocolate is m&m's is a very well known brand which helps the audience to recognise the brand within this advert without suggesting what the brand is but through the logo which we can see at many points through the video at (0.04) and (0.07) and many more. As this brand is popular and well known this helps the audience to trust the product as well as raising awareness.
Walkers Extra Crunchy Advert:
The benefits offered of this product walkers extra crunchy is that the latest release of walkers extra crunchy is that it is extra crunchy as well as a product that is available to eat and share with the whole family, we can see a pair eating the product at (0.10-0.14) and taking them a this time period to eat the crisp could suggest
the proof of it really being extra crunchy. Advantages over similar products is that the product is new and extra crunchy as well as made for sharing which is a huge advantage as many food product are for many only enough for an individual. However this product allows the audience to share with others as many of the audience can relate to the situation within the advert at (0.08-0.18).
The use of sponsorship on the advert has impacts the viewer by engaging them through this unique selling point of celebrity endorsement. As the song used with the advert helps relate the product and advert to the audience through the 'Share' commonly used repeatedly in the song. This emphasise the humorous side of the advert at (0.33) where the celebrity is being thrown out of the window because realistically no-one wants to secretly share their food which engages the audience because its also something we did not expect to happen within the advert.
The lifestyle appeal would help the product to enhance/compliment the target audience lifestyle as the good is aimed to an audience who are likely to purchase the product for not only themselves but for others too, (0.26-0.29). Brand identity of this product is walkers which is a very well known helps them gain more awareness of their product and brand, we can this is within the advert at (0.37). The poster helps re-ensure the audience of what the brand identity is of the specific product.
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