ADVERTISEMENT CASESTUDIES.
- Hannah
- Sep 9, 2020
- 11 min read
Analysing pictorial advertisements:
the following ads are used on billboards, in magazines and plastered around train stations. Their simplicity makes them more flexible.
The message of the ad is to show that the lollipop is sugar free over price or statistic, Chupa Chups has used ants to symbolise the solution since it is commonly known that they are attracted to sugar so it is more encouraged that people will understand the message. The bland colouring among the background meaning that the only bright vibrant colour is on the lollipop, the ground is grey, the green grass is dull and lacks vibrance, the ants are dark in colour with few highlights.
This ad uses irony as it is aimed at the very people who wouldn't consider the lipstick on the cover to be manly even though it clearly states 'THIS AD IS FOR MEN'. This is because L'Oréal is trying to break the stereotypes that makeup and lipstick are only feminine products and those who believe in this out of date concept are the same misogynistic people who believe they shouldn't employ or pay women fairly compared to women.
Volkswagen places a porcupine (representing the Volkswagen cars) in between contradicting fish bags to show that you shouldn't worry about the porcupine puncturing the water bags since it can confidently park. The animal is a metaphor for the car meaning that from Gunn's stratergies the advert uses 'symbolism of the solution'. The colour of the ad are generally very washed out with the main colourful sections being the actual goldfish, this makes them seem that much more precious and shows them to be delicate which should make the audience more on edge that they may get hurt if their bags got popped. The target audience would be adult as they are of the age to buy a car and one of this size and price.
This advert is very simple in the way it tells the audience the product works, the strawberry and seeds being a metaphor for the the Colgate floss removing things from your teeth. This uses the symbolism from Donald Gunn's advertising strategies as without actually showing the teeth. The white background is commonly used in dental adverts as it linked with themes of cleanliness and good hygiene, also contrasting with the red which is commonly as it makes the white bolder. The white and red is also iconic and associated with the brand Colgate with the logo. The green and choice of a strawberry suggests good health and reminds the audience of fruity goodness which is something they will link to the poster as well as the brand.
This is very clever as it engages the general public by making it a floor publication, the advert is trying to convert the public to check their dog's health and fleas which the public represent by walking over it. The proportion of person to dog is obviously much larger than the proportion of flea to dog, making the fleas seem like they really affect the dog and how it copes, this makes the onlooker much more aware of the problem and how it would feel for their pet to have fleas. This concept is pathos advertising as it brings the audience to feel empathy for their pet in order to want to purchase the product. The background colour being white makes the ad blend into the actual floor which means that when you walk over it or look from above your first instinct is not that it is an advert but to glance at the dog and the discomfort it is in. In terms of Maslow's hierarchy it fits into the physiological basic needs category since it suggests that everyone should feel safe and comfortable. The age range and lifestyle is vast as dogs are the most common pet in the world so it is probable that most of the onlookers will either know someone who has one or be a dog owner themselves. The lifestyle could change between
This advert uses humour to try and get the brand's point across..the brand being condoms. They wish to encourage safe sex, this is a halloween themed advertisement which is topically themed by their target audience who will probably have an interest in the holiday. The audience would be teens or young adults who still wish to relive their youthful days. We can also see the target audience age since there is an active hashtag on the poster which is commonly used in the younger generations and something those of older generations would not understand nor use. The editing is horror themed and is similar to many horror films such as Annabelle with the darkness and low key lighting where we can only see the enough of the child to know what it is. This element of making the child seem scary paints it in a negative villainous light and as something we generally should not want..the main way to fend off the villain is to use the product. This is reflected in the tagline too as it reads 'PROTECT YOURSELF', both from children / pregnancy and the villain.
Analysing TV advertisements:
The authority of the male voice is used to try and play with traditional roles of male dominance and give the audience a feeling of comfort and protection. This relates to the outdated concept that the male is the house controlling breadwinner who ensures safety and completes all the DIY and hands on work of the house, he is responsible for the family's security. The sternness of the tone conveys that he knows what to do confidently because he is using this product which encourages that this is the right product to the consumer. The video starts with shots of objects with themes of security (keys, door handle, light switch) and the blue filter gives the sense of a crime or police show which suggests that the product is the police to the criminal which is the bacteria. This criminal TV show concept would suggest that the target audience could be the succeeder as they want to gain control over their hygiene issues. The end phrase 'domestos spray: unstoppable' holds power and the adjective commonly is used to describe super heroes which suggests authority and reflects how the consumer holds power over the bacteria and can easily exterminate, giving the viewer confidence it will do te job well.
The target audience can be assumed to be middle class (B), lower middle class (C1) or skilled working class (C2) because the moving boxes show that the couple are wealthy enough to afford their own new apartment which are expensive. Their youthfulness puts them in the 25 - 34 age bracket which we also see with the props, with the modern contemporary design of the lights and the plants which are currently in fashion. Their keeping up trends suggests that the fictitious couple are aspirers as well as the interior design of the room.
The following ads were each shown in an advertisement break on a regular weeknight of E4:
Just Eat:
The ad above earned Snoop £5.3 million as a paid partnership with the company, Susan O’Brien, a chief marketing officer at Just Eat, explained that the company used the rapper Snoop to try and 'tap into a younger, more urban, cooler, independent demographic', they said it was a 'desirable no-brainer' with his age demographic matching the brand's and his interest in food - he has a cookbook. He has become a spokesperson for the brand and will be recognised with it whenever someone mentions him or his work, he doesn't necessarily need to write them into his songs because he will represent them when he is featured naturally in film or TV cameos for
example. Here is a poster advertisement from the same campaign, it has little on it yet is clear about the fact of the company having a paid partnership, since all we see to advertise is the partner. Snoop Dogg - just like in the video ad - is wearing trendy clothes from the twentieth century which shows that whatever decade he is in, when the consumer eats the food they will feel luxurious just as he looks. The ad is much more simple than the video production as all they are showcasing is the character however the video needs to use the character's brand and what he is known for to advertise - his rapping.
McDonald's:
Internet pop-ups:
Overlay ad:
Youtube is well known for the adverts that pop up when watching a video, this means the company will need to make a simple ad that catches the viewer's attention as usually they will remove it without looking. This means usually that they will use bright colours or in this case plain simplicity, the way they have gone against the usual almost ironically makes you want to look to see what it is. The advert in question uses a bold large font to display the brand's tagline which is commonly a feeling of many YouTube watchers will relate to, wanting to block ads. This use of pathos means they are more likely to attract engagement. The audience could be anyone using the internet however with the colours of red and white accompanied by the bold capitalised font I would assume they are aiming for the 34 - 45 audience. They respond to simplicity and do not love a messy complicated view. The red is associated with urgency which encourages the audience to view the ad and act on what it is advertising. The lifestyle
This link takes you to their website where they use a simple layout which makes it easy for the viewer to understand the message. The image below is a screenshot of their website and tells a simple journey of working with company. The values of their advert work with those of the screenshot of their website below: urgency, easiness, but showing the benefit of the product.
Overlay ad:
This is an overlay advert which is wholly made of text which is common with overlay ads as they are made to be semi transparent. This one features an option to 'chat' to an operator about a quote so makes the ad's favouritised engagement very easy to see, the target audience looks to be a 35 - 44 year old male by the blandness of both colour and content. The lack of decoratives means it is more likely to be removed by the viewer quicker. The audience would be of the D (working class) who are trying to build their own business and need assistance which shows they are not completely self sufficient. The advert uses pathos to try and appeal by making it seam more realistic and like an actual human 'Come chat to me live'.
Display Sponsored videos:
Just as any advert, the sponsored ones which show the actual video are pushed to those who are in that same demographic by the use of cookies. By using these the viewer is more likely to click on the 'learn more' section and discover the entirety of the promoted content.
When you open youtube.com there is often a video advert that has been sponsored to appear upon many users' screens, in this case Apple used a recent and relevant video that will be useful to a large percentage of their customer base. The ad is named 'Apple event in 51 seconds', and refers to the Apple event which took place just the day before, the event was a lengthy hour and a half. The advert will attract Apple users as it is very time efficient and will condense all the most important info for those consumers who have a busy schedule. The target audience could be 35 - 44 year olds as middle aged B (working class) people a they are the main demographic for an active interest in new technology. They would be working class also because the recent Apple products - specifically the iPhones from the video - have been expensive with an average of £900 starting price point; they would be able to purchase the product at ease which must mean that they are financially comfortable. They would probably be a succeeder who wishes to keep with their high profile appearance with this upper class brand in their everyday use - a phone. Although a second audience would be between the 18 - 24 age range and they would generally be aspirers who only want to have the latest deer phone to keep up with a society made standard. They would purchase the phone from family or others as they most likely won't have access to such money, meaning they live in a working class family environment themselves. Apple's products are all luxuries and play on esteem needs from the Maslow's list, having the phone / s will give such self esteem and control for the buyer that they can easily invest in the device. The advert uses mostly Donald Gunn's demonstration technique as it shows how the consumer will use the product in their day to day life, this realism setting makes them more realistically see themselves living with the phone and more likely to purchase if they like.
Skippable ad:
This type is used so they the audience can see what the company is about and have no choice to, they usually play for a minimum of five seconds and a maximum of fifteen. The maker of the advert are aware of this and alter how it is made in order to gain attention, the example below uses the audio although many actually tell the viewer 'Don't skip this ad' and explain what they will talk about. For a fitness viewer, the ads will be tailored to them and they will receive these types of videos, ad makers will then use common wants within that world to try and make the viewer watch he video. This example uses this by discussing the loss of fat, which is the most common reason why people would get into fitness; by discussing this first he will attract the attention and the viewer more eager to not just keep the advert running but actually watch it and therefore become engaged with its product.
Squarespace uses a skippable video ad with modern funky pop music which attracts the viewer to enjoy it rather than skip. Personally I get this advert most days and love to vibe to the upbeat music before I realise it is an advert and skip. This audio technique is very well used and even people have researched to try and find the song itself from the video. The target audience from
the advertisement is the the ages 18 -24 as the young adults of the current age are typically very interested in modern contemporary design and this would be a great attraction to them. The sleek straight lines and pale pastel colours have been highly on trend in recent years also. The warm tones make the viewer feel more comforted and encouraged to engage The lifestyle type would be the C2 (skilled working class) - those who are working towards their own living situation and wish to gain their own home design style. The ad uses logos to to convince interaction by showing how easy it is to make the website by using demonstration (of Donald Gunn's strategy list) someone doing the same task. This entices the potential client to compare the clarity of this process to some of their past experiences. Or maybe for a client who has not yet made their own website this is would be the very element which convinces them to work with Squarespace. The advert is a luxury opportunity and the product is yearned for by a succeeder because they clearly want organisation and to make a website suggests they own or are beginning their self employed business.
Sponsored card ad:
These types of adverts are directly relevant to the consumers of the video, most of the time the makers of it can pick and choose which they will be. If the video features a paid promotion - just as the one above tells us on screen - then this will feature their site or products.
Radio ads:
This advert's audience could be the struggler as it is advertising the fact that the supermarket has a wide reduction in in price, this would comply with their day - to - day lifestyle as they would be constantly on the look out for cheaper options. As well as the mainstream audience such as families because they are one of the main consumers of Tesco, with feeding multiple mouths they will prefer to buy cheap products otherwise the costs will bulk up. According to the seven types of consumer this would be E or D for reasons just explained. The Maslow type is psychological because food is a basic living necessity which not everyone has access to. The advert uses logos by stating facts to the listener that they have all these price drops in a stable convincing voice which conveys conviction. The audio even has a second layer where Julie speaks more, when Chris comes back in he is still talking what he was prior to his volume change at speed, suggesting that he never stopped listing items - he even continues at the end and is cut off, emphasising the mega list.
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