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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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.
Analysis of an Advertisement We live in a fast-paced society that is ruled by mass media. Every day we are bombarded by images of, perfect bodies, beautiful hair, flawless skin, and ageless faces that flash at us like a slide show. These ideas and images are embedded in our minds throughout our lives. Advertisements select audiences openly and subliminally, and target them with their product. They allude to the fact that in order to be like the people in this advertisement, you must use their product.
In order to sell their products, companies use commercials to appeal to audiences through the use of pathos, ethos, and logos. Compare and contrast the use of these appeals in two commercials. Both commercials are advertising pizza. One is a Domino’s commercial while the other is a Pizza Hut commercial. The Domino’s commercial discusses the legitimacy of the cheese they use, and the Pizza Hut commercial speaks of the positive impacts eating pizza for dinner could have on your night.
This advertisement was released by Campaign to end Obesity, more commonly known as the Obesity Campaign. Is a company that was founded in 2007 made up of alliances with leaders from Administration, Congress and federal agencies on legislation and polices to prevent obesity. Their priorities consist of recognizing obesity as a disease that can be treated and bring into line support from the federal. The federal will help with food programs with nutritional guidelines and making healthier foods affordable. Another thing is they try to get Americans active and be fit, for a better a life style. Their mission statement being, “We support and encourage the adoption and enactment of U.S. policies, procedures and laws that are designed to reduce the prevalence of obesity in the United States.” In other words, the Obesity Campaign is programed to help people with needs with heath issues through programs and laws that can be passed by the federal government. The Obesity Campaign is very well known for their bold, current, and controversial advertisement. Many of their ads have superficially insulted people, some even make fun of big companies that reverse their slogans. This advertising uses a technique known as shock advertising. It is supposed to evoke a stronger emotional state and significantly increase attention. The Obesity Campaign is a perfect example of the overall shock advertising technique, so they go to unimaginable lengths to put meaning in their ads, even if it leaves the viewers shocked. This image is telling the viewers what McDonald’s can lead to health problems. It’s saying that eating McDonalds' can lead to obesity to even health problems and even lead to death. It is targeting people who usually eat at McDonald’s tha...
Picture the inside of an older, very tidy basement within a home with white walls, missing base-boards, and concrete floors. Opera music playing in the background; warehouse lighting with an open ceiling establishes an eerie feel and lights the figure of a man with a bag of groceries. The man is wearing a black, business suit with his hair gelled down, as though just getting off work. As the man enters his humble living quarters he places his grocery bag on the table, only to pull out Doritos and a mouse trap. The young executive then opens the Doritos bag, and very precisely takes a single chip and cuts a corner off. He then places the corner onto the center of the mouse trap and engages the contraption. Next, the clean-cut man positions the mouse trap in front of the stereo-typical mouse hole, similar to what is seen in children’s cartoons, and drags a chair in front of the hole to view the mouse being trapped. After taking a seat with the remaining Doritos bag, the gentleman watches and begins eating the very food used for his trap. Unexpectedly, a man-sized mouse breaks through the old wall where the mouse hole had been and tackles the young man. At this point, the Doritos logo comes on screen and the giant mouse continues to punch the man on the ground until the thirty allotted seconds are up for the commercial. Filled with foolish humor, this concept is the main idea of a Doritos chip commercial that was aired during the 2008 Super Bowl. By just watching the commercial, one sees there is no real content or substance to it; it is like many other obsolete ads. But an analysis of the commercial’s target audience brings enlightenment to the idea of how violence and humor combined can sell a product such as potato chips.
During John F. Kennedy’s political campaign, there were many issues present that the candidate had to address: there was tension due to the communist threat, tension among American citizens due to the Civil Rights movement, and a recent recession that was very sluggish in recovering. Relating to these issues President Kennedy’s slogan was “getting America moving again”; these topics are addressed in a fast and effective manner in his minute-long television ad that was endorsed by the group: Citizens for Kennedy-Johnson. This ad was the best way to reinforce President Kennedy’s stance on the emergence of a new frontier. He was able to depict himself as a man of change and new beginnings due to his fresh perspective and young age which was a
Solo’s advertisement for the “Thirst crusher” solo lemon drink try and use exaggeration like when the “Solo man” catches the barrel that is going over the edge is so not realistic, Solo want you to buy their product so that you can crush your thirst.
Every woman wants diamonds because they are beautiful, rare, and are a symbol of success. There is something about diamonds that make every woman want one. Diamonds make a woman feel bold, sophisticated, and powerful. Something magazine recently published a diamond ad for A Diamond Is Forever.Com. A Diamond Is Forever . Com is a website that does not sell diamonds, but displays all the new styles of diamonds and how to purchase or create the perfect diamond for a customer. In this ad they are advertising a new style of diamond ring called the right hand ring. The advertisement is of a young, beautiful woman staring directly at you with a seductive look. On her right had she is wearing a bright, sparkling diamond ring that stands out. Underneath of the woman are pictures of four different styles of the diamond right ring. In the middle of the four pictures is the text “YOUR LEFT HAND LOVES CANDLELIGHT. YOUR RIGHT HAND LOVES THE SPOTLIGHT. YOUR LEFT HAND DECLARES YOUR COMMITMENT. YOUR RIGHT HAND IS A DECLARATION OF INDEPENDENCE. WOMEN OF THE WORLD RAISE YOUR RIGHT HAND.” After those words are the company’s slogan “A Diamond Is Forever.” The pictures, text, and slogan of this advertisement work together to make it one that affectively captures the audiences’ attention.
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).
An Analysis of Two Advertisements I am going to analyse two adverts and discuss which one is more effective. The first advert that I am going to study is marketing 'New Synergie lift' by Garnier. The second is promoting the product 'Total turnaround' by Clinique. Both adverts were obtained from 'Marie Claire'- a magazine intended for women aged between twenty and thirty.
In today’s culture, advertisements have an enormous impact on people’s day to day life. It teaches individuals what is morally upright, acceptable, and what is the “item to buy”. I believe that this Thai commercial (Best Advertisement ever) displays how humanity should be. The advertisement shows how a man helps a plant grow, a woman get her cart over a curb, gives some food to a stray dog, and gives money to young, homeless girl every day. He continually does this with nothing in return until one day he sees the young girl coming back from school. The man had helped her pay to go to school. Although he has very little material things, he has happiness. It demonstrates what a successful life needs to be in society. This advertisement gets its point across through the audience it’s speaking to, context, purpose, tone, arrangement, scale, text, and colors.
An analysis of the signs and symbols used in Patek Philippe Geneve's "Begin your own tradition" advert.
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.
This paper will analyze an ATT commercial according to audience, purpose, context, ethics, and stance. The focus will emphasize the audience which the aid is trying to reach and how they do so.
Ethos, pathos, and logos are ways that an artist or an advertisement use in order to effectively persuade or convince readers to buy their product. Ethos is used to convince audiences that an ad is credibly and that people can believe what they reading. Pathos is when an artist or advertisement try to appeal to the consumer’s emotional state. Finally, logos is trying to convince buyers to purchase their product by using logic or reasoning. By analyzing the use of ethical, emotion, and logical appeal, we can compare and contrast a Pepsi ad and a Coca Cola advertisement.