Within the recent session we were asked to research different advertisements. I will explore; the different purposes, audiences, theme (story), and what is the USP of this product or service (if any?), There are different techniques used by advertisers to persuade audiences into buying into what there talking about. Also they have ways of targeting their audiences. In the session as a group we looked at the lloyds bank 250 years advertisement. we discussed the story behind it, who it was aimed at and how it made us feel. Personally i find the advert to be aspiring as it tells a story of history. The song used within the advertisement made it more personal, pulled at the heartstrings. It made me think of growing up and the people who put there lives on the line for there country. Advertising is incredibly important for any company as it is there brand and there image that is out there for people to judge. If an advertisement is great then people will remember it and are more likely to buy into the theme of the advert.
Different purposes of Advertising
When advertisers make and publish a specific advertisement to their target audience they have to take into account their main purposes of advertising a specific topic. There are three main purposes of advertising these consist of, selling a product and service, making people aware of new and current brands and to make people aware of any situations or issues. ‘Halfords’ is the brand that the audiences are buying into. Halfords specialising selling products like bikes tools, camping equipment, car parts (maintenance parts).Selling a product includes adverts, such as, the Halfords Christmas offers, the co-operative and clone which sell their clone. Advertisements that sell a service are adverts such as; Rapid Solicitors which sell a service for getting compensation for people who have been involved in an accident that wasn’t their fault. Charity adverts are used to try and raise awareness and also get people to buy in to the charity by giving so much money a week or month. I have chosen to write about 3 advertisements they consist of; the Halfords Christmas cycling offers advert, apple Sourz advert, David Beckham Classic fragrance advert.
Halfords Christmas Cycling Offers Advertisement
The Halfords Christmas advert is an advert that injects the Christmas spirit into society as the aim of this specific advert is to give exceptional offers on products that people would want for Christmas. Halfords Christmas advert has been on television screens since 2001 but however, they change them every year to give them a more current appeal and to show what offers are out now for Christmas, they start coming back on television screens around late October the start of November each year. This in my opinion makes this specific advert nostalgic as it makes you think of the past and the older adverts that Halfords have made.
Having been on television screens this long to me it makes me think of the Christmas times and gives me a sense of happiness, this reminds me of spending time with family and enjoying the Christmas period and the presents that come along side this. This is a big tradition as people in today’s society say that once the Christmas adverts start come on television, then that creates reactions from them to get festive and to start their Christmas shopping. Over the years Halfords has encouraged and exposed their company and products more, this has increased the amount of revenue and profit they make each year. More and more people are using Halfords as it is a tried and tested provider which sells excellent products
The purpose of the Halfords Christmas advert is to sell their products at really competitive prices, this show cases their value for money and shows they really do care as they are dropping prices. It also is done to sell the brand image and to get the name well known by the audience this is how they make money. Halfords stands for high end product at affordable competitive prices with some products for the higher end clients. A family business that encourages families to come together. This advert is memorable and makes you think of family.
This is also being shown in the way it is to promote things, such as, bikes, camping equipment, car maintenance parts ECT, for adults to buy for their children for Christmas. However by putting it on television before the watershed this allows there to be this ‘nag’ factor and possible pester power from children who uses this to try and get their family member and parents to buy the product there chid wants. This is a clever tactic used this is done so that the company gains more revenue and gets rid of their stock. This also helps the company to extend their branches because they know people will buy.
The advert starts off with the company’s titles and voice over that states ‘for gifts that give all year around don’t miss the special offers’ this is a type of command which gives orders to it audience ‘don’t miss out’ this can make people feel almost guilty if they don’t buy it when the prices are low. It also gives the sense of if you don’t you must not love your children enough. Throughout they use cartoon drawings of children and Santa Clause. This has specifically been done like this as children are stereotypically the ones Christmas is aimed at as they are the ones that have that naivety about them at Christmas time and they are generally the ones that get the most excited about Christmas. Again, through the uses of voice over this adds more additional information which may persuade people to buy their products as, they state that ‘you can reserve their dream bike with a small deposit, and we will keep it till Christmas Eve’ this entices them to go for the deal.
In the advert the voice over has been done by a male, this to me is relevant to the advert as it seem like it is playing a part, for example voice of god this could be Santa Clause talking. As well as the voice over there is additional information on screen that tells the audience how many different stores are charging more for the same or similar products (higher prices for kids bikes charged in 55 stores) this makes the audience aware of the situation and ensure that this store is the best to buy from. This also tells the audience the cut off point to the special Christmas offer (this will end on 28th January 2014.
The colour schemes used are extremely relevant as they are whites, reds, greens and these are associated with Christmas. Repetition is used each year with this advert as the colour schemes always consist of the colours you associate Christmas with. These are red, greens and whites alongside with elements of other colours as well but predominantly these main colours. Also each year they come up with special offers they can give to their target audience. This is a problem solution for many parents whom may be on a budget and also benefits those who can’t store the items on the upcoming period to Christmas, these ties in with the compassion shown from the company to help satisfy and benefit the needs of their target audiences. There are elements of surrealisms that is commonly associated with Christmas as it shows family members flying above houses with Father Christmas.
The target audience for this advert are men and women aged from mid-20’s and upwards because it is targeted at individuals who have disposable income in order to buy these type of products that Halfords have to offer as already mentioned above. Also for those who have a family. The target audience is as big as in today’s society young adults are having children at a younger age; this means that they have to get presents for them. Also women are the most targeted as they are generally the main sex that does the shopping. This is a really stereotypical view because in today’s generation it is getting more neutralised and balanced by the amount of men that are doing more shopping.
However, the males could also be a target as some of the products on offer may be more suited to them and the male role within providing and taking a more family orientated approach in today’s society. This also is targeted at children so that the nag factor can make the company more money. This advert targets a wide range of people on the Socio-economic scale because they have differing prices, some products to suite people with low income and higher prices products for people with more money.
Psychographics have been used when creating this advert as it looks into the needs of what the individual need and desire to have. This is vital as the Maslow’s hierarchy shows the need that a person needs and desires in life. This helps the companies create products that are relevant for the target audiences, this helps the companies make money because the products are easily sold and the target audience are than satisfied and happy with the products as the products have been made to suit them.
The Apple Sourz Advertisement, This is Our Shot
The Apple Sourz advert, this is our shot which was created by Ben Craig. This advert is aimed at promoting and enticing people to buy the alcoholic beverage. Sourz is a shot that should be enjoyed but drunk responsibly. It isdescribed as “embodying the YOLO and FOMO beliefs of the target consumer” the advert is a 30-second television advert that follows an epic night out in which shots of Sourz play a central role.
The purpose of this specific advertisement is to make people buy the Sourz products, showing that it can bring people together and showing people that they can have fun when drinking this product. This advertisement is also made so that people can be aware of the different and new flavours. The brand image is Sourz the products are the alcoholic beverage that are made in the image of Sourz this is what sells.
The brand image for the Sourz alcoholic beverage is very vibrant each flavour has its own colour. You see that one of its main selling points is done through the branding and labeling. You see through the advert that this is a main factor; this is interesting as it jumps out at the audience and makes you want to buy the product. The brand is very stylish, popular with its target audience this helps when trying to sell the product. The unique selling point of this product is the range of flavors they offer and also the brightness and boldness of the colours used when branding this is portrayed within the advertisement.
This advertising styles of the Sourz advert, is very intense and dramatic; the none diegetic music used throughout the advert enforces this as it is very upbeat and has a fast pace speeding from one place to another. The sirens in which are used in the advert, helps to create a sense of impulse and creates excitement. However, this could be perceived as a warning that you should drink responsible but have fun at the same time. Also the setting of the advert changes throughout which increases the intensity and drama, this builds and builds as the advert goes along. The uses of none diegetic time and space is used to create a 30 second advert, which zooms through a city and night clubs. The transition from one piece of footage is seamless as it flows from one piece to the next creating one large sequence.
The advert is a part of a series as the company is planning to bring another advertisement out that links in with this one. The strap line one this advert is ‘This is Our …….’ it basically says that everything is ours and we should make the most of it while we can, so we should enjoy ourselves and buy Sourz cause this will make everything fun.
The target audience is mainly aimed at young adults aged between 18 and 30. This is because these are the main age group that goes out partying and socialising at nightclubs and pubs. This is also because these are the ones that will most likely to enjoy and drink this product. There is a large probability that the target audience will consist of mainstreamers. This is because this is a tried tested product in more than one country so people believe that this is a more reliable and popular product. The socio economic grouping used to help decide its target audience is at people who are old enough to drink alcohol and those how like to party. Mainstreamer would love this product as this has been tried and tested in many different countries over many years.
David Beckham Classic Fragrance Advertisement
The purpose of the David Beckham classic advert is to promote and sell his latest fragrance. In his own words “my new fragrance, classic, is an expression of my style …, modern, elegant, masculine. This product is to promote him, he is the brand. People buy in to this as individuals aspire to be him or like him in some shape or form.
This advertisement works amazingly as well as it features himself throughout, this is celebrity endorsement, this helps when promoting and selling products because everyone wants to be just like them. As their popular, well liked, and sometimes extremely good looking. Viewers and people who buy the product want to emulate David. I know I certainly do!
In the media there are more adverts, which have a Sex appeal to them. This works in this specific advertisement as sex sells a product. This captures the attention of the viewer. Women certainly love this as they get to dream about their dream husband. You get to see David Beckham’s body, seeing his flesh is very appealing and great to look at. In adverts they generally use really attractive men or women this is to make people think that they can become more attractive if they buy a product. The David Beckham Classic advert plays to the Marlow’s hierarchy theory as this tells the producer and advertisers what they need to do in order to fit it around the chosen target group, this hierarchy tells them the needs of the audience so that they can manipulate these needs to sell and publicise a product.
The advertising styles in this specific advert, alongside the celebrity endorsement and sex appeal the music used is like a pulse this helps with the sex appeal. This also gives the advert a whole different dimension. The intensity experienced throughout the advert cause people to lock on to the television screen and keep watching. The black and white grey scale gives the audience a sense of importance, vintage and experienced and very masculine. This product of David Beckham’s is not the first one he has brought out he has two other fragrances. One in which he brought out with his wife Victoria Beckham.
The target audience for the classic fragrance is males aged 18 and over, this is because they would want to aspire to be like David Beckham and smell great. This makes an individual feel worth a million dollars because they have a brand by the best footballer in history. This is also because you would have to have a bit of money as the product cost a bit as it is a celebrity labelled item.