'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.