Analysis of an Advertising Campaign

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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.

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