LO1: Task Two: Analyse existing advertisements

Task Two
Analysing advertisements 

To be able to DESCRIBE and EXPLAIN the structures and techniques of television advertisements, using the appropriate terminology.

Realist Narrative

The advertisement has a realist narrative, the advert includes real people and real profession's. The advert focuses on a real and successful brand called Nike. 

Nike - write the future

Who is the ad aimed at? Describe them demographically and psychographically

The advert is aimed at people who like and enjoy watching football. It is also aimed at people who wear Nike sports wear and use their equipment. The demographic research is that the advert is specifically aimed at males (young, teenagers and adults) from aged 10 to late 20's as this group of people would be involved in playing football and would want to buy their products. The advert is aimed at all ethnic backgrounds as the message behind the advert is that anyone can make something big of themselves by working hard and not giving up. Also, by wearing and using their products it will help them to do well. The advert is aimed at the average working class people, people who have to work hard to achieve something. They would buy the products for themselves or their children for sports. The footballers shown in the advert worked hard to get the professional status they have now and even though their very famous they wear and use Nike products.The psychographic research is that the advert is aimed at people enjoy football and have positive opinions about it. They value the brand and trust it. They may be people who usually wear Nike products and believe that they are really good and have faith in their 

What is being advertised and what is specifically highlighted about the product (the benefits) in this ad? 

The advert includes products from the brand Nike. The products advertised are football essentials such as football boots, football clothing and a football. The advert includes very famous professional footballers from all across the world wearing their products this helps the products sell as their fans would want to copy them. The advert also indicates that by wearing Nike's products the footballers have played really well.  

Why this helps sell a product?

By including famous footballers in the advert it helps push sales on Nike's products as their fans would copy them. Hardcore fans are likely to copy what their celebrity idols wear and use as they believe that if its good enough for someone as famous as them it will be more than good for themselves. 


Where/when this ad might appear in order to reach its target audience? 

The advert was realised during the Word Cup period in 2010. This advert might have appeared on all the most viewed channels such as ITV, Channel 4, Channel 5 and the Sky channels. It also may have been advertised on the sports channels. The advert would have most likely appeared on tv in the evenings, maybe in between prime time tv programmes.

What style is it?

The style of the advertisement is humorous and dramatic. The advert shows the celebrities in alternative situations. For example it shows Wayne Rooney passing the ball to the opposing team, this makes fans become angry with him, from being a hero into a failure.  We see what Wayne Rooney's life would be like if he wasn't a footballer, living in a caravan and doing a down graded job. This comes across humorous to the audience as they would never see that in real life. The advert also has a dramatic element as how the footballers play is life changing and that they are playing for their fans.

Lines of appeal

The lines of appeal in the advert are 'celebrity endorsement', 'dreams and fantasy', 'sucessful careers' and 'comedy and humour'. The celebrities feature in the advert for the viewers. They show the audience that they have sucessful careers. Nike has included very famous footballers in their advert to get the audience specifically people who enjoy football to engage into the advert and to want to buy their football products. Also, the audience are able to see the dreams and fantasies of the footballers and this could encourage them to want to fulfill thier own dreams and fantasies. The comedy and humour shown in this advert is the alternative situations the footballers could have if they don't play their best.

Hermeren list of persuasive power

The advert includes expert power, star power and reward power. The products advertised in the Nike advert are football boots, clothing and footballs. Having star and expert power, which are the famous footballers, persuade the audience to buy Nike's products as the footballers are advertising the products in a good way showing that even high class footballers as themselves wear and respect the brand. The products promise the audience positive benefits, wearing the products will help you play football better just like the professionals.

Anti-realist

The advertisement is anti-realist, the advert includes fictional characters such as James Bond and Spy's. 

Daniel Craig - Heineken - Skyfall

Who is the ad aimed at? Describe them demographically and psychographically  

The advert is aimed at men specifically young adults and adults, from aged 18 to 50. The advert would specifically be aimed at most ethnic backgrounds except for some Asians as some do not drink. This advert would not be aimed at Muslims as they do not drink alcohol. The advert is aimed at all sexual orientations. The advert includes James Bond, people who are interested in James Bond would enjoy this advert. Also, people who like the alcohol would also be interested.

What is being advertised and what is specifically highlighted about the product (the benefits) in this ad?  

Heineken beer is being advertised in the advert. The advert shows that James Bond is included in the advert and supports the drink as he drinks it himself. It shows that someone as high class as himself likes drinking Heineken beer which is low class as it is cheap.

Why this helps sell a product?  

People who are James Bond fans will want to copy him and drink the same drink as him.It will make the brand popular with the audience.

Where/when this ad might appear in order to reach its target audience?

This ad is aimed at adults so it would most likely appear on tv in the evening on popular tv channels. It may also appear in the breaks of prime time tv programmes. The ad could also appear on sports channels as men mostly watch those channels. 

What style is it? 

The style of the advert is a parody and dramatic as the actors in the advert re-enact a typical James Bond situation. 

Lines of appeal 

There is 'celebrity endoresent' in the advert, James Bond features in the advert as he is also advertising his new film. Also, we know that James Bond is going to feature in the advert as we hear the James Bond theme tune. People who are James Bond fans will automatically want to watch the advert.

Hermeren list of persuasive power 

The advert presents reward power and star power, we know this because a celebrity figure is included in this advert to engage fans to also watch. Also, we see the main character in the advert experiancing a James Bond situtation and being surrounded by spy's. 

Realist narrative

The advertisement has a realist narrative, we know this because the advert includes a real celebrity and a real life story. In society, dieting and losing weight is a common concern.

Weight Watchers - Patsy Kensit 

Who is the ad aimed at? Describe them demographically and psychographically  

The advert is aimed at specifically women: young adults and adult from age 18 to late 40's. The advert is aimed at people who are unhappy with their weight/body image and want to make a change to their body. The advert is aimed at all people from different ethnic backgrounds and religions, anyone can join the club. The advert appeals to people who are conscious about their weight and believe that diets do work.

What is being advertised and what is specifically highlighted about the product (the benefits) in this ad?  

The Weight Watchers scheme is advertised in the advert. The Weight Watchers scheme highlights that you can lose weight quick and can gain more confidence by looking good. The club is free to join, so people wont have to worry about the costs. The advert includes the famous actress Patsy Kensit, how the Weight Watchers scheme helped her lose weight and transform her body to the way she wanted it.

Why this helps sell a product?  

The celebrity story of Patsy Kensit  helps the scheme sell as it shows how she transformed her body with the help of Weight Watchers. Also, the advert mentions the club is free to join, this makes the audience not worry about money, as, many diets cost a lot of money. 


Where/when this ad might appear in order to reach its target audience?  

The advert would appear on daytime tv and evening tv as women are most likely to see the advert. It may appear on popular tv channels e.g. ITV, Channel 4 and Channel . 

 

What style is it? 

The advert is dramatic as it focuses on a real life situation and the importance of how to solve it. 

Lines of appeal 

The lines of appeal are 'self-importance and pride', 'solution to a problem' and 'celebrity endoresment'. The advert focuses on body image and weight loss and how to solve the problem. It also features a celebrity story to prove that the weight watchers scheme does work.

Hermeren list of persuasive power 

The persuasive power used is reward power, expert power and star power. The scheme promises that you will lose weight by joining the club. The expert and star power is the celebrity Patsy Kensit as she has used the scheme and it has worked for her.
 
Series

The advertisement is part of a series as the company have more adverts that have followed on from this one.

We buy any car

Who is the ad aimed at? Describe them demographically and psychographically




The advertisement is aimed to a wide audience, specifically women as the hassle of selling a car is taken away from them. The age range is from 17 to 35. The advertisement is informal and is aimed at working class people. The advert applys to all ethnic backgrounds. The people who would be interested in this advert are people who are interested in selling their car. 

What is being advertised and what is specifically highlighted about the product (the benefits) in this ad? 

The advert focuses on the company's name which is 'we buy any car'. The company are happy to take the pressure of selling a car of someone as they would do it for them.  

Why this helps sell a product?

The advert is very entertaining and includes music. The advert is edited as if it as a music video. The music is very catchy and repeats the name of the company. This helps the audience remember the company as the song is catchy.  

Where/when this ad might appear in order to reach its target audience?  

This advert would be featured on tv in the daytime and night time as that is the time when the target audience would be watching. It may also be aired on the radio.
 

What style is it? 

The style of the advert is humorous as the advert isn't serious and is edited as if it is a music video.

Lines of appeal 

The lines of appeal are 'comedy and humour' and 'solution to a problem'. The main purpose of the advert is that the company buys any car, this helps people who do not want the hassle of selling the car. The music adds entertainment and humour to the advert. 

Hermeren list of persuasive power 

The persuasive power used is reward power as the audience will get what they want and that is to get rid of a car.


Comfort - fabric conditioner

Animation

The advertisement is an animation, there are no real people or real objects shown in the advert. 

Who is the ad aimed at? Describe them demographically and psychographically

The advert is aimed at mothers and families, this is because stereotypically mothers do the household washing. Mothers also care about how they do the washing by using products such as fabric softeners and colour lockers. The advert is aimed at people aged 15 plus. 

What is being advertised and what is specifically highlighted about the product (the benefits) in this ad? 

The benefits of the product is that it locks colours in and makes clothes brighter. One of the phrases used is that it 'makes your whites whiter'.

Why this helps sell a product?

The advert uses scientic jargon such as 'formula', 'chemical', 'pro' and 'lock', this makes the product more relaiable and that it will definetely do its job.

Where/when this ad might appear in order to reach its target audience?  

The advert would appear on daytime tv to reach its target audience as women who are housewives would watch tv at that time as thier children or husband would be at school/work.

What style is it? 

The advert is dramatic as it includes a story that focuses on the benefits of the product. 

Lines of appeal 

The lines of appeal are 'self importance and pride', we know this because the advert is aimed at people who wants to look good and have good quality clothes.

Hermeren list of persuasive power 

The persuasive power used is reward power and expert power. The product promises that your clothes will look brighter and lock in colours. Also, the main character in the advert promotes the product and that it has worked on her clothes.

Compare the market

Series

The advertisement is part of a series. This advert the most recent advert and is a follow on from previous adverts. It also is an animation advert as the characters in the advert are not real.

Who is the ad aimed at? Describe them demographically and psychographically

The advert is aimed at a wide audience. The audience are young people, adults and elderly people. The audience is aimed at both genders as all people need car/home insurence. Females would find the toys appealing as they like teddies and the meerkat toys are cuddly. Males would also like the toys as they like collecting things for example action figures. The advert is aimed at working class and middle class people, people who have money to afford insurence. The advert would mainly be aimed at the audience in the ABC1 grade. The advert would appeal to people from all ethnic backgrounds because all people need insurence. People who are looking for insurence would be interested in the advert. Child power would be used as children would persuade their parents to buy the insurence as they would want the toys.

What is being advertised and what is specifically highlighted about the product (the benefits) in this ad? 

Insurence is being advertised in the advert. Also, the toys are being sold in the advert as they are a reward to the people who buy insurence from them.The adverts were released when Meerkat Manor was on tv.

Why this helps sell a product?

Everyone loves toys and this is an insentive for buy insurence from compare the market.

Where/when this ad might appear in order to reach its target audience?

The advert would be advertised on day tive and evening tv to reach its audience. It may also appear on the radio. 

What style is it? 

The style of the advert is humorous, surreal and dramatic. The advert includes animated meerkats which have personalities, the audience find this amusing and build links with the characters. The dramatic element to the advert is that the meerkat is trying to clear the misunderstanding of two similar websites, it is directing the audience to their website. 

Lines of appeal 

The lines of appeal are 'nature and the natural world' and 'comedy and humour'. The advert includes meerkats and they are presented to be funny. 

Hermeren list of persuasive power 

The persuasive power used is reward power as by buying insurence you get a toy for free.
 
NHS Stop smoking campaign - mutation

Documentary Style and realist narrative

The advert is filmed in a documentary style presenting bold facts and showing a real life situation.

 
Who is the ad aimed at? Describe them demographically and psychographically

The advert is aimed at smokers. The age range it is aimed at is 13 plus. The advert is aimed at both men and women. The advert applies to all ethnic backgrounds. The advert is aimed at working class people. The advert is aimed at people who are addicted to smoking and are not aware of how harmful smoking is. 

What is being advertised and what is specifically highlighted about the product (the benefits) in this ad? 

The NHS anti smoking campaign is being advertised. The adverts purpose is to raise awareness about smoking by showing excentral problems such as mutation. 

Why this helps sell a product?

The advert purpose is to scare smokers and to inform them that they are harming their body. The advert makes the audience's conscience come alive by using scientific jargon. 

Where/when this ad might appear in order to reach its target audience?

The advert would be shown on tv in the day time and evening.    

What style is it? 

The style of the advert is documentary style as it presents a story and facts and relates to real life. 

Lines of appeal 

The lines of appeal are 'self concern' and 'self-importance'. The advert is about a very important topic that relates to health. 

Hermeren list of persuasive power 

The persuasive power used is coercive power, we know this because the advert shows the harm smoking causes to our body and how serious it is.