Feedback from peers about our advert ideas
We got positive feedback about our first advert where a woman wakes up feeling a mess but as soon as she sprays the perfume she is transformed into a beautiful and confident woman. Then she does a catwalk displaying the perfume at the end. People said that they think the colour concept of the advert would be effective as the first half when she feels horrible and tired is done in black and white and when she’s got the perfume on its in colour. This goes with our French slogan ‘Add some colour into your life’.
Others thought that Belle is a common name. However i feel this name isn’t common as there isn’t to my knowledge a perfume out called this. Also I think when translated in English it fits with our first advert and the image of the perfume, that it will transform you and make you feel confident, sexy and beautiful. In English Belle means beautiful. One group mentioned that the 2nd advert sounded boring and dull. In the second advert teenage girls are going to be getting ready to go out and there laughing and talking to each other about the party. Then the taxi arrives and they all go to leave the room after grabbing their belongings. Just as there about to go they remember to spray themselves with the perfume. The advert finishes with a zoom onto the perfume lying on the bed. I think that because it was explained very briefly the advert may have sounded boring and dull. I think that the finished advert should be good as similar adverts have been done. Just in case we have thought of a back up idea if this one doesnt work.
Tuesday 28 September 2010
Questionnaire Feedback
Why I chose a questionnaire?
Questionnaires can be done on a large scale therefore help to gather as much data as possible making them representative and reliable. The data can be gathered quickly so questionnaires aren’t very time consuming, Compared to other research methods such as an interview or observation. The answers gathered are objective and unbiased as the researchers view isn’t imposed. Questionnaires also allow you to ask open ended questions which generate qualitative data but also allow you to gather quantitative data. However, open-ended questions can gather large amounts of data that can take a long time to process and analyse. Negatively questionnaires are standardized so people may interpret the meaning of the questions differently, to help stop this I have specified what I mean. For example, I use a scale from 1-5, I explained which one was a high scoring and which one was low.
I used opportunity sampling because I gave the questionnaires to people that were available at the time. I used this method because its quick, convenient and goes well with questionnaires.
Analysis of answers
1. How old are you?
I gave the questionnaire out to 15 females because are target audience for our adverts are females. They ranged between 15-30 years of age. I thought age range would help to narrow our target audience down. For example one advert we’ll make is targeted at teenagers and another advert is targeted at 20-30 year olds. I asked eight 15-19 year olds, five 20-25 year olds and two 25-30 year olds.
2. Is one minute too long for an advert or do you prefer shorter adverts (30 seconds or under)?
Five out of eight of the 15-19 year olds felt that one minute was too long for an advert and would prefer shorter adverts. This means that when we do our own advert targeted at young adults it should be shorter than one minute. Four out of seven 20-30 year olds also said that one minute would be too long for an advert therefore for our advert targeted at older women we would keep it under one minute.
3. What type of adverts do you like?
3. What type of adverts do you like?
Six out of eight 15-19 year olds preferred dramatised adverts in comparison to factual, testimonial and continuing storyline. For our own advert I think that an dramatically advert would be the best type to do so that our target audience finds it appealing. Three out of five 20-25 year olds said they also preferred dramatised adverts. Out of fifteen people only three said they preferred continuing storylines in their adverts. One person who was 25-30 liked factual adverts. Two people out of fifteen liked testimonials.
4. What Advert genre do you prefer?
Five out of eight 15-19 said that they preferred funny adverts and the others preferred serious adverts. Three out of seven 20-30 year olds said they liked romantic adverts. Two people liked serious adverts and two liked funny adverts. However overall five people said they liked serious adverts therefore one of our adverts will be serious and the other should be funny as people find these the most appealing genres.
5. Two things you dislike in adverts
4. What Advert genre do you prefer?
Five out of eight 15-19 said that they preferred funny adverts and the others preferred serious adverts. Three out of seven 20-30 year olds said they liked romantic adverts. Two people liked serious adverts and two liked funny adverts. However overall five people said they liked serious adverts therefore one of our adverts will be serious and the other should be funny as people find these the most appealing genres.
5. Two things you dislike in adverts
Overall people said that they didn’t like long descriptions of the product, singing, no music, boring storylines, cheesy songs or dancing. Our advert doesn’t have any of these things however, I think we need to make sure that there is enough drama going on in our adverts to ensure our target audience don’t get bored.
6. Two things you like in adverts
7. Which of the following make an advert memorable and why? (Can circle more than one) .Also Label the above options from 1-5 on how memorable they make the advert. (1 being the least effective and 5 being the most effective)
I found that most people felt having famous people in the advert makes it more memorable because you associate them with the product whenever you see them. However in our advert we cant have famous people but we will use that concept for our perfume adverts. For example, in one advert she will be walking a runway giving the effect that after she sprays the perfume she’s so beautiful and confident she could be a model. Moreover, this theme will be incorporated into our radio advert too. Secondly, people felt music helped you to remember an advert because the song has an effect on the mood created. Then people felt that humour was effective when making adverts memorable because it makes the advert stand out or sometimes more original than others. Lastly people felt that jingles helped you to remember an advert because the tune gets in your head but I don’t think this would be appropriate for a perfume advert as it makes it look less sophisticated.
8.Name two things that make an advert memorable for you?
8.Name two things that make an advert memorable for you?
Overall people said that Catchy slogans, short adverts and famous people made the advert memorable. Also, I found that people found that if they liked the product they remembered it more. I think this would help to make our perfume advert memorable as most people like perfume therefore are more likely to remember our advert. One of the things that makes the product more memorable is showing the product a lot. In one of our adverts the perfume is shown a hand full of times, from the start of the advert its clear that it’s a perfume advert.
9.Do slogans help you to remember a product? And Write the slogans you remember
All 15 participants said that slogans helped them to remember adverts better. I got people to right some slogans that they remember so that I know that slogans do really help make an advert memorable. This also tests how honestly they answer the questions. Therefore for my own advert I think we should include a catchy slogan that people will find easy to remember.
10.Do you think short simple adverts are more effective than long storylines?
Ten out of fifteen people said that they found that shorter adverts are more effective than longer adverts. In conclusion our advert should be short so that it is memorable and effective.
What impact this has on our work
I think we should change the idea for our second advert as it doesnt seem to have alot of drama in it and i think our target audience would find it boring. For the new idea we could try to incorprate humour into the advert as alot of people said that they like humour and that it makes the advert memorable. However we could combine this genre with romance so that it appeals to our target audeince. This will also make our advert a bit different to normal perfume adverts. Moreover, in our second advert it would be good to again show the product throughout like we did on our first advert, not just at the end like most perfume adverts do. Both of our adverts will be short, have music, have a catchy slogan and be colourful.
Monday 20 September 2010
Adverts
Flora by Gucci
In this perfume advert a sophisticated looking woman in a field full of flowers wearing a soft feminine dress sniffs a flower and the sent seems to take control of her as she starts moving around dramatically, the sun sets in the background. The target audience for this product is the upper middle class. This is indicated by the setting, the clothes, her age, make up and choreography. This advert had many layers of meaning, one of them is that this product will change and affect you for the better as it takes over you with its powerful sent. Her dress flows in the wind highlighting the change after she smells the perfume, it symbolises how the perfume how transformed her. I think flowers were used to symbolise how once you wear the perfume you will too blossom like a flower would. The advert represents white middle upper class women as being sophisticated, soft and gentle, his is shown by the woman’s slow movement and her expensive looking clothes also highlights this. Her makeup is clean, simple and not too much, this makes her look classier. Moreover, her clothes indicate that the advert is formal and makes it look expensive. The tone of the advert is very relaxing and calm; this is shown by her facial expression, soothing music and lack of comedy. Even though the advert is 30 seconds long there is hardly any dialogue except for the mention of the perfumes name and brand, this allows the viewer to concentrate on the message the adverts trying to convey. The dialogue is also accompanied by text which dissolves into the shot. I think this advert belongs in the dramatisation category because it has a simple plot consisting of a beginning middle and end. The decorative lure of the advert is increasing, this is clearly shown as the perfume isn’t seen until the end of the advert, and the consumer has to watch the whole advert before the product is revealed. This could be a good thing because if the advert is eye catching the consumer may want to see what this adverts trying to sell.
Armani code
The advert starts with a woman wearing a revealing backless dress opening a door to reveal a room full of men. Then the camera shows a shot of her hand sliding down the man’s jacket, her nail varnish and make up are dark making her look mysterious and flirtatious. RnB music plays in the background. Not much of the background can be seen apart from the black back drop, this allows the audience to concentrate on the woman’s movement. The woman is shown as sexy, sophisticated and seductive, this is also highlighted through close ups of her facial expression. The commercial is 20 seconds long which is shorter than the average advert, consequently making it cheaper to air on television. The music in the background is upbeat and young suggesting this would have a low age range of 18-28. It also makes the advert a little informal, however the way the woman is dressed up adds sophistication and makes it look more formal. The perfume seems to be aimed at the middle class as the advert looks expensive. In the middle of the advert a glimpse of the perfume bottle is shown to make the consumer aware of the selling point of the advert. Close ups are used on the woman’s face as she glances at the camera; her facial expression is confident suggesting that’s the effect the perfume has on you when you have it on. In addition, this perfume is perceived as something that would make you more attractive to men. The name of the perfume and brand is mentioned at the end similarly to other perfume adverts, this is then the last thing the consumer hears therefore they are more likely to remember the name.
Persil
The girls costume and storyline highlights the comedic side to the situation making it informal. The girl is playing and making food in the kitchen, she seems to be in her own little imaginary world. The other characters clothes are quite casual too suggesting that the advert is aimed at working class people. By incorporating humour into the situation it attracts the consumer’s attention and creates a positive mood which could increase the persuasiveness of the advert. The advert gives the viewers something to relate to as children tend to be messy especially in the kitchen, this makes it remember able. Also, this makes the advert more interesting to watch, it’s not just factual. However, towards the end of the 30 second advert voiceovers are used to tell the consumer that the product is and does. The advert shows that Persil can get out the toughest stains which in effect make the product look reliable. Plus, the character in the advert seems to be satisfied with the product once again emphasising its effectiveness. The product is clearly aimed at adults, stereotypically at women with children. This is shown in the advert as the woman is putting the machine on and looking after the children not the man. The speech used is simple and easy to understand by everybody.
Car insurance go compare
The advert starts off with two normal looking guys having coffee in a cafe and then suddenly as their problem is mentioned a man dressed in a costume starts singing about insurance to them. They use a jingle that’s catchy and will be easily remembered by viewers. The lyrics of the song will get stuck in your head and when you are looking for insurance it will surface the consumers mind without effort. Jingles are highly effective as you don’t even have to be looking at the television to know what they are selling. The words used in the jingle are familiar so that everyone can understand them. The advert is targeted at anyone who needs insurance therefore it has a wide target audience of male and females from 18 plus. The style and man’s costume in the advert makes it informal and humours. This attracts the consumer’s attention and helps them to remember what’s being sold to them. In addition, the location of the advert is informal and casual. This product is meant to satisfy you as it saves you money and finds you the best deal suiting your criteria. This advert is 40 seconds long which is slightly longer than the average advert. The music in the advert consists of classical sounding instruments and goes with jingle being sung.
Oxy vanish
A demonstration of the product is done in the advert which shows that it is effective therefore increasing the chances that people will buy it. The advert is 30 seconds long. The advert displays a typical problem, there’s a stain in her dress and it has to be removed or she can’t go to the party. Then another woman appears and tells her how to solve her problem. She then goes on to explain how to use the product and the outcomes of it. The language used is clear and simple so that everyone can understand, there is not too much dialogue otherwise the audience’s attention would be lost. At the end of the advert the stain is removed and the character is left feeling satisfied and happy. The product is clearly shown throughout the whole advert so that consumers can easily recognise it in the shops. The slogan at the end helps u remember what the product looks like too, ‘trust pink’ and is short making it easy to remember. This is a demonstration advert as vanish is shown to remove stains right in front of your eyes; this increases the chances of the consumer purchasing the product. The product is also compared to another product which makes it out to be the best one. I think that this product is targeted at mums because in the advert the mum is stereotypically doing the laundry. However, everyone who does their own laundry such as students or dad’s need this product therefore the target audience is increased.
Snickers
The advert starts by showing a football match which is stereotypically full of men. Then someone gets injured and that’s when Mr T comes in and gives a speech and chucks a Snickers bar at him. The dialogue consists of famous and well known lines from the ‘A Team’. A celebrity is used in the advert to grab people’s attention; it makes the product more remember able. Also kids may recognise Mr T and then want to buy the product as they relate it to him. The way Mr T’s approaches the football match and his lines are humours and isn’t meant to be taken seriously. The man fakes his injury or exaggerates it which can be seen in football matches giving the audience something to relate to. The military music kicks in when Mt T appears on screen but is played quietly in the background so the consumers aren’t distracted from the dialogue. Now consumers are likely to associate Mr T with the Snickers advert and when they think of him they will think of Snickers. This advert is aimed at anyone who eats chocolate and would purchase a chocolate bar. However, stereotypically guys would like the advert more because their more likely to watch football. The product in this advert is shown quick quickly as the storyline is kept short.
Walkers
Gary Lineker’s fame rubs off onto the product which helps to sell it and grabs peoples attention as they regonise him. Also, humour is used to highlight the issue of body image and weight at the end when he is eating a packet of crisps looking seductive and then the bus door closes and he shrinks revealing a smaller less muscular body. A voiceover is cleverly slipped in about the crisp containing less than 70 percent fat; this is the products unique selling point. The humour makes the advert informal and remember able by attracting attention to it. The advert is made to look more expensive because it’s in black and white, if it wasn’t it would look more informal. Only the crisp packet is in colour which makes it stand out more, this highlights what the advertisement is actually selling. The product is targeted at all ages and both genders. However, it seems to target people between 18+ due to its attention to body image/weight loss. The advert consists of everyday happenings such as people at work, a bus journey, the postman and so on; but their all naked. The characters look around 20-40 years old.
Clearasil
The characters are sitting on the sofa and have friendly faces, this seems to be inviting to the consumer and makes them want to listen to what they have to say. This advert is a testimonial advert as the person has used the product and is telling other people about it because it satisfied them. They have also used ordinary people with problems that consumers could relate to. The characters lines don’t seem rehearsed therefore consumers are more likely to believe that their opinions are genuine. The two girls talking about the product have clear skin indicating that they’ve used the product and got good results. From the start of the advert it is clear what brand the product is as their logo is shown in the bottom right corner. Plus, an image of the product is shown so you know what the advert is advertising. Facts and charts are shown to the consumer to make it clear how successful the product is which makes it more likely to be bought. What makes the product believable is the combination of facts and before and after shots of the characters. The language used in the advert is simple so that consumers can understand how the product helps get rid of their spots and why you could get them. This product is targeted at anyone with acne problems, mainly teenagers and from this advert it seems to be targeted more at girls since there are no guys in the advert. This advert is actually 30 seconds longer than the average advert which would make it expensive to air however is effective as they have to make it persuasive by using testimonials. The music’s quite low in the background, it doesn’t distract you from what their saying but is relaxing.
Makies
The advert shows what loads of different people are doing day to day and has little scenarios of what you could be doing before you come to Mc Donald’s, this makes it informal. All types of people are shown, old, young, couples, children and families. They are all represented as being happy, friendly and satisfied with their service at Mc Donald’s. This advert contains poetry which makes it different to normal adverts. Although it’s a minute long the poetry makes you want to listen to the whole advert. The music’s quite a basic tune so it doesn’t distract the viewer from the advert or from the poetry but it’s still upbeat and jolly. At the end of the music it has the trade mark five notes from Mc Donald’s adverts. Then the logo appears and the outside of the restaurant is shown in the advert. It appeals to everyone therefore has a wide target audience, it shows Mc Donald’s is a quick fast food place or that you can sit in and eat your meal with your family. It emphasises that you can go into Mc Donald’s whenever you want, even if you’re just passing by. This sort of food is made to appeal to people who are just passing by; it’s quick, cheap and convenient.
Chewit
This advert is done in a cartoon form therefore its informal and is made to appear to kids between the ages of 6-10 years old. By doing this the advert is more interesting for their target audeience. All the characters in the advert look like their having fun and are jumping around this makes the product look like it would be good and makes the tone of the advert seem busy and fun. Along with this there is a catchy song which kids can easily sing along to and it may get stuck in their had so that when they go to buy chewits they recognise it form the advert. The main character is a large green friendly looking dinosaur who skates around the town eating Chewits. Also, the advert attracts children’s attention because it’s so colourful and bold. The music is very upbeat and fast, it keeps the viewer watching. This advert uses fast shot changes and fast movement to keep the children interested in the advert. The product looks fun and all the bright colours and happy characters make you want to try the product.
Cereal advert
The advert starts with a milk man delivering milk to someone’s house. Then a woman opens the door but all that is revealed are her legs, the camera works its way up to reveal her bruised legs and ugly face. Whilst the camera moves up slow seductive music is played. The milk man looks disgusted as she asks him to join her for breakfast; you can see this by the close up on his face. Kellogg’s crunchy nut cornflakes are then introduced by showing a shot of them on the counter accompanied by a voiceover which describes the cereal. After seeing the cornflakes he accepts her offer and joins her for breakfast, this highlights that the cereal really is irresistible. I think humour is cleverly used in the advert because its’ unexpected, it makes you smile to yourself. The target audience for this product are teenagers and adults ranging from 16+. I think this because this is the age children are more likely to be fussy about what they eat therefore they may pick their own cereal when they go shopping with their parents. The product is made to look delicious and tasty to the extent that you’d spend time with someone you find unattractive just to have some. The advert has one white woman who is shown as unattractive and possibly lonely. Then a middle classed white man is shown as the milkman, he looks like an average person you’d see on the street.
L’Oreal Shampoo
L’Oreal has used a well known celebrity, Cheryl Cole who has a strong new castle advert which makes her voice stand out. Shortly after the hair product is introduced and facts are told about it to tell the audience understand how it works. This is a testimonial advert where Cheryl says how well the product has worked on her hair. It feels as if Cheryl’s talking to you as she says ‘come on girls let’s say it’, this makes the testimonial advert feel more informal and relaxed. Also, her body language makes the advert more informal as she’s lying down talking into the camera rather than being very rehearsed and stiff. However, her clothes are quite formal and sophisticated. As always their catchy slogan, ‘because you’re worth it’ is incorporated into the advert. This product is targeted at woman 18 plus who may have damaged hair or are just looking for a shampoo that better suits them. The brands name is shown a lot as it’s displayed throughout the advert on the product and appears on the screen. The product gives the image that it will improve you and make you more attractive and confident by changing and re-vamping your hair. The product might be brought as Cheryl Coles fame rubs off on the product and people that like her may try out her product.
L’Oreal Penelope Cruz
Penelope Cruz is used in this testimonial advert to show how confident and brilliantly the product works for her. Penelope Cruz’s fame may rub onto the product as people that like her may be more willing to go out and by the product. Close ups are used on her face to show her clean and clear skin. Then the product is shown with a voice over explaining what the product is and does. Using facts or science in adverts always makes them more believable as people can see what the route of their problem is and what the product would do to solve it. In this advert Penelope looks quite formal as she looks like she’s working. Once again the catchy ‘because were worth it’ slogan is used. The target audience for this product would be 20+ as it’s a pour minimiser and not really a spot treatment which is what more people would look for. The product seems more like a luxury than something that would be wanted by teenage girls. It also looks like it would be quite expensive therefore it would appeal more to the working class. Also because an older person such as Penelope is used in the advert it suggests that the product is targeted at a higher age range.
Max factor
The advert starts by showing the backstage of a catwalk, the voiceover goes on to say that make up artists have found an alternative to fake eyelashes. This would draw in the audience more as it would show that the product isn’t enhanced. Also, during the advert a shot of pictures before and after are shown where the difference can clearly be seen. Having a before and after is a really good persuasive technique as it shows that the products works which makes consumers not mind spending more money on the product. I think product looks more appealing than other mascara adverts because false eyelashes aren’t used therefore the end finish is more realistic then others. To show this close ups are used on the models face. The honesty in the advert makes the product look more genuine, therefore consumers are more likely to spend money on it and purchase it. This product is targeted at women of all ages that wear mascara. The model used in the advert looks naturally pretty; she doesn’t have loads of make up on or look over the top. In the advert they also incorporate their own unique selling point which is that this mascara comes with their biggest brush ever which helps to transform your look.
Lynx
This product has a unique selling point which is that it twists. The bottle contains more than one fragrance and the reason this may be appealing for men is because girls get bored easily, so they would benefit from this product as it gives them a range of fragrances they could use to keep them interested. The changing impulse is emphasised in the advert as not only are there different smells but they transform the guy into someone different. This product seems to be targeted at guys from around 15-20 years old because older guys are more likely to wear aftershave not impulse sprays. The music is loud and unique, the song gets quite catchy and the viewer might find themselves humming along to it. At the end of the advert the product is shown along with their logo and website. Also, the guy used in the advert looks like an average guy who suggests that the spray can work on anyone and makes them more attractive.
Beyonces perfume
The music in the background is rhythmical, slow and the song is sung by Beyonce herself. The song is about fever and it relates to the perfume as its called Heat. Also, drums are used to emphasis her movements. The next shot shows Beyonce in a bath tub looking seductive, then moves to her walking around a room in a short red dress which is quite revealing. As she walks she scratches the walls, giving off red hot sparks. I think red is used in the background and as the colour of her dress because it’s a very sexy colour. The hotness of the perfume is blended into the advert in various ways such as the colour of the text, her clothes and the music. The seductiveness and sex appeal is shown more by the use of long shots which show her outfit and body more. This product gives the image that it would boost your confidence and most likely have a sexy and sweet smell. The target audience for this product are women around 18- 28 because it seems to be more for women not teenagers. It also seems to be targeted at middle class people as the background looks expensive but simple. At the end of the advert the perfume reappears and is introduced as Beyonces first perfume. People are likely to buy the perfume because they recognise Beyonce and like her.
Sure deodorant
Alexandra burke is used as she’s a new and upcoming celebrity. The music in the background is also one of her new singles. I think they’ve used her to show that this deodorant works for 28hour protection it keeps you fresh and dry no matter what you’re doing, even if you are performing on stage and running around a lot. At the end of the advert a still shot is used to show what the product looks like, this is accompanied with a voice over which says their slogan. This has a wide target audience ranging from 12 plus, as children start to go through puberty they will be considering products like these and having a well known pop singer may influence girls to choose this brand. The product gives the image that will work and be effective; it mainly gives this image because if it works for a celebrity who has a busy schedule it should work for average people who may do less on an average day. I feel this is a dramatisation type of advert as it concentrates more on the decorative point of the advert and introduces the product briefly at the start and again at the end.
Gucci Guilty
Firstly, the perfume is shown on the screen then as the camera zooms in it splits open into door to show a woman speeding down a road, upbeat music is introduced. The woman steps out the car in heels and smells the air, that’s when an attractive looking man appears and they start to kiss. They are both wearing matching Gucci bracelets. A flashback is used to when the woman takes a deep breath and she’s back standing by her car and she is reminiscing on the time she shared with this man. The memory is evoked by smelling the perfume off her necklace. This reflects on how powerful the perfume is. The perfume looks expensive and Gucci as a brand tends to be. The perfume bottle is also gold and glass which once again shows it’s expensive and luxe. There is a trend of camel and caramel colours which shows that Gucci as a fashion label are incorporating these trends into their perfume brand. Therefore the target audience would be the upper middle class. However, it would also appeal to women who are 20 plus as the way she’s dressed and the way she has heavy makeup on indicates that it’s targeted at a slightly higher age. The advert is done in black and white which makes it look for expensive but dark. This allows the gold bottle to stand out amongst the advertisement. This advert is two times longer than the average perfume advert and is one minute long, this reflects on the expanding soft exterior of adverts. The perfume gives the image that it is risky as the characters in the advert have tattoos and are being spontaneous.
Dkny be delicious
The advert starts off by a man and woman reaching for the same apple. Then there are extreme close ups of her slowly eating the apple followed by medium shots of her flirtatiously smiling and walking away. At the end of the advert the camera zooms into the apple which suddenly became two perfume bottles. A voiceover is introduced and says the brands name and that the products are for men and women. This advert like CKIN2 had advertised the men’s and women’s perfume in one advert, this advertises to in one making it cheaper to air. The name of the product is joint to the message in the advert, the apples are made to look delicious and the perfume is called be delicious. The bottle is also green and resembles an apple. The colour green is used as it’s a neutral and calming colour. The target audience for this product would be 18 plus because the characters used look quite young. There is little dialogue used in the advert which highlights the growing of the soft exterior in television adverts. The core message is usually shown in the end of most perfume adverts. The music in the background is calming and has a soothing beat to it.
CKIN2U
The thirty second advert advertises two products, one for men and one for women. This cuts down the costs as only one advert has to be made for CKIN2U. The man in the advert seems to be chasing the other woman up to the top of the apartment. They both keep flirting with each other; this can be seen through their body language. For example, she undoes his pants but pushes him away lightly. It’s like their playing hard to get. At the end of the advert the perfume is shown and that’s when it’s revealed that there are two perfumes being advertised. The voiceovers are done by both a man and women. The advert itself isn’t really centred on the perfume but tells a little story. The target audience for this product would be men or women at the age of 18-26. The perfume looks quite flirtatious and young. The characters used in the advert look like a normal couple and the apartment they live in looks like a standard New York apartment. I say New York because you tend to see studio apartments in places like that. The advert is informal as they look like an average couple and their clothes look like everyday wear.
L’Oreal 48 hour deodorant
The music in the advert seems very fast passed and fits well with the storyline. The man is rushing around and looks like he has a hectic busy lifestyle. It doesn’t look like anything’s going right for him except for when he gets into a taxi he ‘stays cool’ because he used a really good deodorant and didn’t work up a sweat. After the short storyline the product is introduced and a voiceover tells the viewer what’s different about the product compared to others and why it’s effective. The story is quite short compared to other deodorant adverts, instead there is more talking about the actual product in this advert. In the end of the advert its shown that he’s meeting a older lady which could be his mum, this adds a bit of humour as she throws the one flower he brought her back at him. This deodorant seems to be targeted at older men because they haven’t used teenagers but used a man in a suit in the advert, therefore I would say its targeted at 18 plus.
In this perfume advert a sophisticated looking woman in a field full of flowers wearing a soft feminine dress sniffs a flower and the sent seems to take control of her as she starts moving around dramatically, the sun sets in the background. The target audience for this product is the upper middle class. This is indicated by the setting, the clothes, her age, make up and choreography. This advert had many layers of meaning, one of them is that this product will change and affect you for the better as it takes over you with its powerful sent. Her dress flows in the wind highlighting the change after she smells the perfume, it symbolises how the perfume how transformed her. I think flowers were used to symbolise how once you wear the perfume you will too blossom like a flower would. The advert represents white middle upper class women as being sophisticated, soft and gentle, his is shown by the woman’s slow movement and her expensive looking clothes also highlights this. Her makeup is clean, simple and not too much, this makes her look classier. Moreover, her clothes indicate that the advert is formal and makes it look expensive. The tone of the advert is very relaxing and calm; this is shown by her facial expression, soothing music and lack of comedy. Even though the advert is 30 seconds long there is hardly any dialogue except for the mention of the perfumes name and brand, this allows the viewer to concentrate on the message the adverts trying to convey. The dialogue is also accompanied by text which dissolves into the shot. I think this advert belongs in the dramatisation category because it has a simple plot consisting of a beginning middle and end. The decorative lure of the advert is increasing, this is clearly shown as the perfume isn’t seen until the end of the advert, and the consumer has to watch the whole advert before the product is revealed. This could be a good thing because if the advert is eye catching the consumer may want to see what this adverts trying to sell.
Armani code
The advert starts with a woman wearing a revealing backless dress opening a door to reveal a room full of men. Then the camera shows a shot of her hand sliding down the man’s jacket, her nail varnish and make up are dark making her look mysterious and flirtatious. RnB music plays in the background. Not much of the background can be seen apart from the black back drop, this allows the audience to concentrate on the woman’s movement. The woman is shown as sexy, sophisticated and seductive, this is also highlighted through close ups of her facial expression. The commercial is 20 seconds long which is shorter than the average advert, consequently making it cheaper to air on television. The music in the background is upbeat and young suggesting this would have a low age range of 18-28. It also makes the advert a little informal, however the way the woman is dressed up adds sophistication and makes it look more formal. The perfume seems to be aimed at the middle class as the advert looks expensive. In the middle of the advert a glimpse of the perfume bottle is shown to make the consumer aware of the selling point of the advert. Close ups are used on the woman’s face as she glances at the camera; her facial expression is confident suggesting that’s the effect the perfume has on you when you have it on. In addition, this perfume is perceived as something that would make you more attractive to men. The name of the perfume and brand is mentioned at the end similarly to other perfume adverts, this is then the last thing the consumer hears therefore they are more likely to remember the name.
Persil
The girls costume and storyline highlights the comedic side to the situation making it informal. The girl is playing and making food in the kitchen, she seems to be in her own little imaginary world. The other characters clothes are quite casual too suggesting that the advert is aimed at working class people. By incorporating humour into the situation it attracts the consumer’s attention and creates a positive mood which could increase the persuasiveness of the advert. The advert gives the viewers something to relate to as children tend to be messy especially in the kitchen, this makes it remember able. Also, this makes the advert more interesting to watch, it’s not just factual. However, towards the end of the 30 second advert voiceovers are used to tell the consumer that the product is and does. The advert shows that Persil can get out the toughest stains which in effect make the product look reliable. Plus, the character in the advert seems to be satisfied with the product once again emphasising its effectiveness. The product is clearly aimed at adults, stereotypically at women with children. This is shown in the advert as the woman is putting the machine on and looking after the children not the man. The speech used is simple and easy to understand by everybody.
Car insurance go compare
The advert starts off with two normal looking guys having coffee in a cafe and then suddenly as their problem is mentioned a man dressed in a costume starts singing about insurance to them. They use a jingle that’s catchy and will be easily remembered by viewers. The lyrics of the song will get stuck in your head and when you are looking for insurance it will surface the consumers mind without effort. Jingles are highly effective as you don’t even have to be looking at the television to know what they are selling. The words used in the jingle are familiar so that everyone can understand them. The advert is targeted at anyone who needs insurance therefore it has a wide target audience of male and females from 18 plus. The style and man’s costume in the advert makes it informal and humours. This attracts the consumer’s attention and helps them to remember what’s being sold to them. In addition, the location of the advert is informal and casual. This product is meant to satisfy you as it saves you money and finds you the best deal suiting your criteria. This advert is 40 seconds long which is slightly longer than the average advert. The music in the advert consists of classical sounding instruments and goes with jingle being sung.
Oxy vanish
A demonstration of the product is done in the advert which shows that it is effective therefore increasing the chances that people will buy it. The advert is 30 seconds long. The advert displays a typical problem, there’s a stain in her dress and it has to be removed or she can’t go to the party. Then another woman appears and tells her how to solve her problem. She then goes on to explain how to use the product and the outcomes of it. The language used is clear and simple so that everyone can understand, there is not too much dialogue otherwise the audience’s attention would be lost. At the end of the advert the stain is removed and the character is left feeling satisfied and happy. The product is clearly shown throughout the whole advert so that consumers can easily recognise it in the shops. The slogan at the end helps u remember what the product looks like too, ‘trust pink’ and is short making it easy to remember. This is a demonstration advert as vanish is shown to remove stains right in front of your eyes; this increases the chances of the consumer purchasing the product. The product is also compared to another product which makes it out to be the best one. I think that this product is targeted at mums because in the advert the mum is stereotypically doing the laundry. However, everyone who does their own laundry such as students or dad’s need this product therefore the target audience is increased.
Snickers
The advert starts by showing a football match which is stereotypically full of men. Then someone gets injured and that’s when Mr T comes in and gives a speech and chucks a Snickers bar at him. The dialogue consists of famous and well known lines from the ‘A Team’. A celebrity is used in the advert to grab people’s attention; it makes the product more remember able. Also kids may recognise Mr T and then want to buy the product as they relate it to him. The way Mr T’s approaches the football match and his lines are humours and isn’t meant to be taken seriously. The man fakes his injury or exaggerates it which can be seen in football matches giving the audience something to relate to. The military music kicks in when Mt T appears on screen but is played quietly in the background so the consumers aren’t distracted from the dialogue. Now consumers are likely to associate Mr T with the Snickers advert and when they think of him they will think of Snickers. This advert is aimed at anyone who eats chocolate and would purchase a chocolate bar. However, stereotypically guys would like the advert more because their more likely to watch football. The product in this advert is shown quick quickly as the storyline is kept short.
Walkers
Gary Lineker’s fame rubs off onto the product which helps to sell it and grabs peoples attention as they regonise him. Also, humour is used to highlight the issue of body image and weight at the end when he is eating a packet of crisps looking seductive and then the bus door closes and he shrinks revealing a smaller less muscular body. A voiceover is cleverly slipped in about the crisp containing less than 70 percent fat; this is the products unique selling point. The humour makes the advert informal and remember able by attracting attention to it. The advert is made to look more expensive because it’s in black and white, if it wasn’t it would look more informal. Only the crisp packet is in colour which makes it stand out more, this highlights what the advertisement is actually selling. The product is targeted at all ages and both genders. However, it seems to target people between 18+ due to its attention to body image/weight loss. The advert consists of everyday happenings such as people at work, a bus journey, the postman and so on; but their all naked. The characters look around 20-40 years old.
Clearasil
The characters are sitting on the sofa and have friendly faces, this seems to be inviting to the consumer and makes them want to listen to what they have to say. This advert is a testimonial advert as the person has used the product and is telling other people about it because it satisfied them. They have also used ordinary people with problems that consumers could relate to. The characters lines don’t seem rehearsed therefore consumers are more likely to believe that their opinions are genuine. The two girls talking about the product have clear skin indicating that they’ve used the product and got good results. From the start of the advert it is clear what brand the product is as their logo is shown in the bottom right corner. Plus, an image of the product is shown so you know what the advert is advertising. Facts and charts are shown to the consumer to make it clear how successful the product is which makes it more likely to be bought. What makes the product believable is the combination of facts and before and after shots of the characters. The language used in the advert is simple so that consumers can understand how the product helps get rid of their spots and why you could get them. This product is targeted at anyone with acne problems, mainly teenagers and from this advert it seems to be targeted more at girls since there are no guys in the advert. This advert is actually 30 seconds longer than the average advert which would make it expensive to air however is effective as they have to make it persuasive by using testimonials. The music’s quite low in the background, it doesn’t distract you from what their saying but is relaxing.
Makies
The advert shows what loads of different people are doing day to day and has little scenarios of what you could be doing before you come to Mc Donald’s, this makes it informal. All types of people are shown, old, young, couples, children and families. They are all represented as being happy, friendly and satisfied with their service at Mc Donald’s. This advert contains poetry which makes it different to normal adverts. Although it’s a minute long the poetry makes you want to listen to the whole advert. The music’s quite a basic tune so it doesn’t distract the viewer from the advert or from the poetry but it’s still upbeat and jolly. At the end of the music it has the trade mark five notes from Mc Donald’s adverts. Then the logo appears and the outside of the restaurant is shown in the advert. It appeals to everyone therefore has a wide target audience, it shows Mc Donald’s is a quick fast food place or that you can sit in and eat your meal with your family. It emphasises that you can go into Mc Donald’s whenever you want, even if you’re just passing by. This sort of food is made to appeal to people who are just passing by; it’s quick, cheap and convenient.
Chewit
This advert is done in a cartoon form therefore its informal and is made to appear to kids between the ages of 6-10 years old. By doing this the advert is more interesting for their target audeience. All the characters in the advert look like their having fun and are jumping around this makes the product look like it would be good and makes the tone of the advert seem busy and fun. Along with this there is a catchy song which kids can easily sing along to and it may get stuck in their had so that when they go to buy chewits they recognise it form the advert. The main character is a large green friendly looking dinosaur who skates around the town eating Chewits. Also, the advert attracts children’s attention because it’s so colourful and bold. The music is very upbeat and fast, it keeps the viewer watching. This advert uses fast shot changes and fast movement to keep the children interested in the advert. The product looks fun and all the bright colours and happy characters make you want to try the product.
Cereal advert
The advert starts with a milk man delivering milk to someone’s house. Then a woman opens the door but all that is revealed are her legs, the camera works its way up to reveal her bruised legs and ugly face. Whilst the camera moves up slow seductive music is played. The milk man looks disgusted as she asks him to join her for breakfast; you can see this by the close up on his face. Kellogg’s crunchy nut cornflakes are then introduced by showing a shot of them on the counter accompanied by a voiceover which describes the cereal. After seeing the cornflakes he accepts her offer and joins her for breakfast, this highlights that the cereal really is irresistible. I think humour is cleverly used in the advert because its’ unexpected, it makes you smile to yourself. The target audience for this product are teenagers and adults ranging from 16+. I think this because this is the age children are more likely to be fussy about what they eat therefore they may pick their own cereal when they go shopping with their parents. The product is made to look delicious and tasty to the extent that you’d spend time with someone you find unattractive just to have some. The advert has one white woman who is shown as unattractive and possibly lonely. Then a middle classed white man is shown as the milkman, he looks like an average person you’d see on the street.
L’Oreal Shampoo
L’Oreal has used a well known celebrity, Cheryl Cole who has a strong new castle advert which makes her voice stand out. Shortly after the hair product is introduced and facts are told about it to tell the audience understand how it works. This is a testimonial advert where Cheryl says how well the product has worked on her hair. It feels as if Cheryl’s talking to you as she says ‘come on girls let’s say it’, this makes the testimonial advert feel more informal and relaxed. Also, her body language makes the advert more informal as she’s lying down talking into the camera rather than being very rehearsed and stiff. However, her clothes are quite formal and sophisticated. As always their catchy slogan, ‘because you’re worth it’ is incorporated into the advert. This product is targeted at woman 18 plus who may have damaged hair or are just looking for a shampoo that better suits them. The brands name is shown a lot as it’s displayed throughout the advert on the product and appears on the screen. The product gives the image that it will improve you and make you more attractive and confident by changing and re-vamping your hair. The product might be brought as Cheryl Coles fame rubs off on the product and people that like her may try out her product.
L’Oreal Penelope Cruz
Penelope Cruz is used in this testimonial advert to show how confident and brilliantly the product works for her. Penelope Cruz’s fame may rub onto the product as people that like her may be more willing to go out and by the product. Close ups are used on her face to show her clean and clear skin. Then the product is shown with a voice over explaining what the product is and does. Using facts or science in adverts always makes them more believable as people can see what the route of their problem is and what the product would do to solve it. In this advert Penelope looks quite formal as she looks like she’s working. Once again the catchy ‘because were worth it’ slogan is used. The target audience for this product would be 20+ as it’s a pour minimiser and not really a spot treatment which is what more people would look for. The product seems more like a luxury than something that would be wanted by teenage girls. It also looks like it would be quite expensive therefore it would appeal more to the working class. Also because an older person such as Penelope is used in the advert it suggests that the product is targeted at a higher age range.
Max factor
The advert starts by showing the backstage of a catwalk, the voiceover goes on to say that make up artists have found an alternative to fake eyelashes. This would draw in the audience more as it would show that the product isn’t enhanced. Also, during the advert a shot of pictures before and after are shown where the difference can clearly be seen. Having a before and after is a really good persuasive technique as it shows that the products works which makes consumers not mind spending more money on the product. I think product looks more appealing than other mascara adverts because false eyelashes aren’t used therefore the end finish is more realistic then others. To show this close ups are used on the models face. The honesty in the advert makes the product look more genuine, therefore consumers are more likely to spend money on it and purchase it. This product is targeted at women of all ages that wear mascara. The model used in the advert looks naturally pretty; she doesn’t have loads of make up on or look over the top. In the advert they also incorporate their own unique selling point which is that this mascara comes with their biggest brush ever which helps to transform your look.
Lynx
This product has a unique selling point which is that it twists. The bottle contains more than one fragrance and the reason this may be appealing for men is because girls get bored easily, so they would benefit from this product as it gives them a range of fragrances they could use to keep them interested. The changing impulse is emphasised in the advert as not only are there different smells but they transform the guy into someone different. This product seems to be targeted at guys from around 15-20 years old because older guys are more likely to wear aftershave not impulse sprays. The music is loud and unique, the song gets quite catchy and the viewer might find themselves humming along to it. At the end of the advert the product is shown along with their logo and website. Also, the guy used in the advert looks like an average guy who suggests that the spray can work on anyone and makes them more attractive.
Beyonces perfume
The music in the background is rhythmical, slow and the song is sung by Beyonce herself. The song is about fever and it relates to the perfume as its called Heat. Also, drums are used to emphasis her movements. The next shot shows Beyonce in a bath tub looking seductive, then moves to her walking around a room in a short red dress which is quite revealing. As she walks she scratches the walls, giving off red hot sparks. I think red is used in the background and as the colour of her dress because it’s a very sexy colour. The hotness of the perfume is blended into the advert in various ways such as the colour of the text, her clothes and the music. The seductiveness and sex appeal is shown more by the use of long shots which show her outfit and body more. This product gives the image that it would boost your confidence and most likely have a sexy and sweet smell. The target audience for this product are women around 18- 28 because it seems to be more for women not teenagers. It also seems to be targeted at middle class people as the background looks expensive but simple. At the end of the advert the perfume reappears and is introduced as Beyonces first perfume. People are likely to buy the perfume because they recognise Beyonce and like her.
Sure deodorant
Alexandra burke is used as she’s a new and upcoming celebrity. The music in the background is also one of her new singles. I think they’ve used her to show that this deodorant works for 28hour protection it keeps you fresh and dry no matter what you’re doing, even if you are performing on stage and running around a lot. At the end of the advert a still shot is used to show what the product looks like, this is accompanied with a voice over which says their slogan. This has a wide target audience ranging from 12 plus, as children start to go through puberty they will be considering products like these and having a well known pop singer may influence girls to choose this brand. The product gives the image that will work and be effective; it mainly gives this image because if it works for a celebrity who has a busy schedule it should work for average people who may do less on an average day. I feel this is a dramatisation type of advert as it concentrates more on the decorative point of the advert and introduces the product briefly at the start and again at the end.
Gucci Guilty
Firstly, the perfume is shown on the screen then as the camera zooms in it splits open into door to show a woman speeding down a road, upbeat music is introduced. The woman steps out the car in heels and smells the air, that’s when an attractive looking man appears and they start to kiss. They are both wearing matching Gucci bracelets. A flashback is used to when the woman takes a deep breath and she’s back standing by her car and she is reminiscing on the time she shared with this man. The memory is evoked by smelling the perfume off her necklace. This reflects on how powerful the perfume is. The perfume looks expensive and Gucci as a brand tends to be. The perfume bottle is also gold and glass which once again shows it’s expensive and luxe. There is a trend of camel and caramel colours which shows that Gucci as a fashion label are incorporating these trends into their perfume brand. Therefore the target audience would be the upper middle class. However, it would also appeal to women who are 20 plus as the way she’s dressed and the way she has heavy makeup on indicates that it’s targeted at a slightly higher age. The advert is done in black and white which makes it look for expensive but dark. This allows the gold bottle to stand out amongst the advertisement. This advert is two times longer than the average perfume advert and is one minute long, this reflects on the expanding soft exterior of adverts. The perfume gives the image that it is risky as the characters in the advert have tattoos and are being spontaneous.
Dkny be delicious
The advert starts off by a man and woman reaching for the same apple. Then there are extreme close ups of her slowly eating the apple followed by medium shots of her flirtatiously smiling and walking away. At the end of the advert the camera zooms into the apple which suddenly became two perfume bottles. A voiceover is introduced and says the brands name and that the products are for men and women. This advert like CKIN2 had advertised the men’s and women’s perfume in one advert, this advertises to in one making it cheaper to air. The name of the product is joint to the message in the advert, the apples are made to look delicious and the perfume is called be delicious. The bottle is also green and resembles an apple. The colour green is used as it’s a neutral and calming colour. The target audience for this product would be 18 plus because the characters used look quite young. There is little dialogue used in the advert which highlights the growing of the soft exterior in television adverts. The core message is usually shown in the end of most perfume adverts. The music in the background is calming and has a soothing beat to it.
CKIN2U
The thirty second advert advertises two products, one for men and one for women. This cuts down the costs as only one advert has to be made for CKIN2U. The man in the advert seems to be chasing the other woman up to the top of the apartment. They both keep flirting with each other; this can be seen through their body language. For example, she undoes his pants but pushes him away lightly. It’s like their playing hard to get. At the end of the advert the perfume is shown and that’s when it’s revealed that there are two perfumes being advertised. The voiceovers are done by both a man and women. The advert itself isn’t really centred on the perfume but tells a little story. The target audience for this product would be men or women at the age of 18-26. The perfume looks quite flirtatious and young. The characters used in the advert look like a normal couple and the apartment they live in looks like a standard New York apartment. I say New York because you tend to see studio apartments in places like that. The advert is informal as they look like an average couple and their clothes look like everyday wear.
L’Oreal 48 hour deodorant
The music in the advert seems very fast passed and fits well with the storyline. The man is rushing around and looks like he has a hectic busy lifestyle. It doesn’t look like anything’s going right for him except for when he gets into a taxi he ‘stays cool’ because he used a really good deodorant and didn’t work up a sweat. After the short storyline the product is introduced and a voiceover tells the viewer what’s different about the product compared to others and why it’s effective. The story is quite short compared to other deodorant adverts, instead there is more talking about the actual product in this advert. In the end of the advert its shown that he’s meeting a older lady which could be his mum, this adds a bit of humour as she throws the one flower he brought her back at him. This deodorant seems to be targeted at older men because they haven’t used teenagers but used a man in a suit in the advert, therefore I would say its targeted at 18 plus.
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