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Analysis of an Advertising Campaign
We are swarmed by advertising. Companies constantly battle to compete
for the sale of their product.
Adverts appear in every form of media including radio; television;
Internet; billboards; newspaper; flyers and magazines. The advertiser
wants us to buy their product above their competitors. The basic aim
of advertising is to convince the target audience that their product
is the best in the field and superior to the other products of
similarity. This should increase demand. Sometimes, to prove they are
better than their rivals, companies actually compare statistics in
adverts. This is allowed if the comparisons are factual evidence.
Another tactic used in promotions is to use phrases such as, “new
improved!” Which implies that the product is better quality than
before.
For an advertisement to have its full impact the target audience has
to be identified, enabling the advertiser to stereotype the consumer
the product would appeal to.
John Smith’s television advertisement is more effective because it
uses the same character, Peter Kay, so the audiences are familiar with
him and his humour. They associate him with the product.
By putting him in different situations you can convey new persuasive
devices but keep the familiarity of the ‘no-nonsense’ slogan, which is
associated with John Smiths.
In their previous advertisement they use a ‘card board man’ they have
the familiarity but it was aimed at a different audience, as he was
always with ‘the perfect women’ in a luxurious location.
The new advertising campaign is more relevant with today’s society.
With the craze of r...
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...sed.
Overall each of the adverts analysed are set in different locations
they all promote John Smiths but each advert does slightly
differently.
Both of the adverts set in the Indian restaurant are explicit in their
persuasion. They use close up images of Peter Kay addressing the
camera whilst others are drinking the product.
In contrast, the diving, the football and the advert with his mother
all use a more subtle approach. We don’t see the product being drunk
or compared to competitor’s products, but with the ‘no-nonsense’
slogan and a cleverly positioned still shot of the bitter the message
is still clear.
Despite the differences in methods all the adverts are realistic and
simplistic in terms of their settings and dialogue. The whole series
appear completely naturalistic and not at all staged.
From the moment of its existence, car insurance has continued to be a value and necessity in the lives of every driver. With the increasing number of people that are driving, it is something that simply cannot be ignored. And what better way to share various insurance companies than through advertisements and television? Amongst the numerous selections of car insurance, Allstate has proven to withhold a successful and symbolic campaign of television advertisements. Through the use of logical appeals, dry humor, and strategic plot lines, Allstate does an efficient job at drawing its viewers in.
Visual advertisements are straight and to the point for some people. People do not take into account the visual messaging going on throughout the ad. It takes companies a considerable amount of time to create advertisements that are somewhat appealing to the human eye. By adding bright colors and large letters the ad will grab anyone’s attention. In fact, people will be able to see it and read it from a distance better. To show that there are many of small details in a visual advertisement, look at the Old Spice Matterhorn shower gel advertisement.
Are women still seen as being homemakers in modern-day society, and are they being sold a domestic lifestyle? It appears that Martha Stewart believes so and desires to continue a trend. For example, in the July/August 2014 issue of Martha Stewart Living, one could argue that women are stereotypically represented as being homemakers in a KitchenAid advertisement, which shows a woman placing a dirty pan in a KitchenAid dishwasher. Moreover, the eye-catching, bold headline, shown on the ad of the American home appliance brand is “cook like you don’t have to clean.” The ad goes further with promoting an ideal familial status of women by using subliminal advertising and product placement techniques to represent the ultimate kitchen. Furthermore, it targets the values and lifestyles of the typical wife with its controversial headline, and it goes on with a plain-folks pitch, which focuses on a conventional established role of women in society.
appeal to men in the same way. This is the reason why women appear as
We see them in the subways, bus stops, magazines, and television, but what do they mean? How do they manage to catch our attention? Advertisements often find ways to sell their products by psychologically manipulating people. The advertising industry makes us envious of others and convinces us to be unhappy with what we have (Valko).
Lynda Lee Kaid offers insight into political advertising across North America, as well as other nations around the world in her article Political Advertising as Political Marketing: A Retro-forward Perspective. Noting that political advertising is crucial in democracies today, Kaid outlines several aspects of political advertising. Although Kaid offers a multitude of claims regarding political advertising, she fails narrow in on a specific method, as well as neglects to provide statistics of why particular methods are effective. Due to extensive examples and lack of statistics Kaid's argument is weak.
I have chosen two advertisements that look different, but are selling the same products. The brands have different perspectives and different audiences. One is a Durango boot advertisement and the other is an advertisement for Ariat’s line. The Durango ad is a picture of two people, a man and a woman, on red rocks like the ones in Arizona and New Mexico. The male figure is in a bent knee, crouched position, wearing sunglasses, a cowboy hat, a brown leather vest, a white tank top and blue jeans with brown boots. The female figure is laying in front of the male figure,
One of the key issues that was identified was that advertisers had the ability to misguide consumers through misidentification of brands named in the advertisements. Such unscrupulous activities could tarnish the image of the advertising industry in general, putting the credibility and future of advertising at stake. Critics also argued that this would lead to competitive brands coming out with comparative advertisements of their own, thereby producing a ‘boomerang’ effect. Many of them could take the legal route to pull competitor advertisements off the screen, leading to long and protracted public
Truth, Lies & Advertising is an insightful text describing the best and most effective way to advertise. Depicted by author Jon Steel, the basis of this book is to highlight what makes advertising successful, and the importance of account planning. By stating two points which shape his argument, (1) that the setting in which advertising is produced has changed, and (2) that there are better ways to advertise -- in respect to the procedures outlined in the industry rule book; Steel concludes that successful advertising has “more to do with the approach to the campaign than with the nature of the solution itself” (Steel 268). This analysis will demonstrate Steel’s ideologies of advertising, the flaws within common research methods, and define
Once the target market has been identified it is important to develop a marketing strategy. In today's fast paced, information overloaded society; conveying a message about a product seems to be more difficult than ever. The consumer is bombarded with advertising everywhere they look. Today advertising not only exists on television, radio, magazines, and newspapers, it can be found on billboards, park benches, in our mailboxes, on buses, taxis, at sporting events, and on clothing.
The way that this advertisement is presented, it would be considered a soft sell. First off one idea behind a soft sell is that the brand is already established, and believe me Disney is already a well established company. There is so much happiness and positivity that is associated with Disney. It has been around for a long time and has grown exponentially world wide. Second the picture focuses mainly on the image of popular singer Taylor Swift, but she isn't just ordinary Taylor Swift. She is dressed like and has the hair of Rapunzel the princess. This is putting two well admired people together to make people want to be even more like them and it is suggesting Disneyland is the place where this dream can come to life. Lastly toward the top left of the picture it says “Where a world of adventure awaits.” This statement is not tell you really anything about the product itself, how it's used or even what to do with the product. It is simply suggesting there is a world of adventure that awaits you and that the Disney parks should and could be part of that adventure. Also the colors of the ad make it seem a little dark and mysterious, but then there is Taylor Swift as Rapunzel in a beautiful purple dress with her long locks of hair glistening in the light. Plus the white birds sitting peacefully next to her it give the image a very calm and peaceful feel. It is definitely appealing to a more emotional side. This ad takes a popular music artist which many little girls look up to and strive to be like and a well known princess whom little girls also look up to and put them together into one person. This has double the power of making these little girls want to be more like Rapunzel and Taylor Swift, to do ...
Television commercials are television programming produced by any organisation to provide message in the market about their product or services. It is one of the most popular methods to attract customer and provide them information about their products or services.
The advertisement project was a great learning experience on learning what it takes to produce a print ad, and getting harsh feed back from the consumer. The project exposed how hard it is to actually produce a good advertisement that will pop to the consumers eye and reel them in to have interest in buying the product your trying to sell them. In my groups jean print advertisement we used a method from Arthur Asa Berger’s book Ads, Fads, and Consumer Culture. We in particular used chapter four, “Running it up a flagpole to see if anyone salutes”, in this chapter Berger says choose a way you want to do an advertisement and do it. The consumer will either like it or not it’s a 50/50 gamble. All you can do is what you think will work and run with it. And that’s basically the approach we had from the minute we were posed with the project. Since we didn’t feel like playing the sex sells card, the group and I felt that chapter four of Berger’s book was the best to use to produce our advertisement. While we learned a lot from this project in understanding advertising and consumer culture, the aspects of the project ranged from the original concept to the survey results of the responses from consumers.
Advertising generally tries to sell the things that consumers want even if they should not wish for them. Adverting things that consumers do not yearn for is not effective use of the advertiser’s money. A majority of what advertisers sell consists of customer items like food, clothing, cars and services-- things that people desire to have. On the other hand it is believed by some advertising experts that the greatest influence in advertising happens in choosing a brand at the point of sale.
Advertising is an information source to inform people about the products and new prices of the company which can help them to make informed choices. More recently, huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive effects and negative effects of advertisement on consumer behavior.