Analysing 2 ads
Introduction
This first part of my research is analysing 2 ads then comparing them to help me make an accurate ad relevant to the product, Naked. I will look at the techniques used to convince and advertise the product to the user of similar to my chosen one.
Section 1 - Target Audience
The first ad is aimed at young adults about 23+ as the guy at the start seems to be. Its also at people who want to make a difference as the ad is out lining what is done when an innocent drink is bought, the money is going to a charity to improve lives.
The second ad is probably aimed at people who don't have energy as its says ''give yourself a boost''. It could also be aimed at people who eat healthy food as the start is the fruit dancing around showing the healthiness and goodness of the drink.
The difference is that the first one is kind of adverting the good of buying the drink where as the second is advertising the advantage of drinking it.
The similarity is that both showcase the fruit as the second does predominantly whereas the first one does just when the guy drinks the smoothie, so both are still advertising the goodness in the smoothie.
Section 2 - Mise - en - Scene
First ad
Setting - First the shop where the guy buys the drink then it goes to the place where the money is helping a family make a living and send their child to school, in Uganda.
Costume - Mark at the start is wearing what a usual working 20+ men would. the people in Uganda are wearing basic clothes as maybe they are the only ones they can afford.
Expressions - Mark at the stat has a annoyed look as he is thirsty then when he drinks the smoothie he has a smile, this shows that the smoothie drink will clench your thirst if you buy it. The family from Uganda are smiling as they now money coming in to help them make a living and send their child to school, this is showing the happiness that buying one of the drinks would bring the charity.
Positioning - Mark at the stat is in middle of the screen for the most of it as goes from Uganda, where everyone is standing together and happy, then back to Mark drinking the smoothie, each time they say ''Thank you, Mark''.
Lighting - The whole ad is a very faint light blue to start off with all Mark walks then buys the drink then when he takes a sip of it the light kind of lightens up a bit as it goes through the good the innocent profit does, the lighting is a light usual sun yellow. which creates a fun and good feel, making people want to buy the drink to make a difference.
Second ad
Setting - Well there isn't really a background but behind the dancing fruit is the sky with very faint sun beams shining through the clouds.
Costume - There are no people in this, just the fruit and the smoothies being showcased at the end.
Expressions - There are no people in this, just the fruit and the smoothies being showcased at the end.
Positioning - The fruit is dancing around all over the screen showing that the whole smoothie has goodness in it.
Lighting - Behind the dancing fruit is the sky with very faint sun beams shining through the clouds and as the ad goes on the sun beams get more prominent showing that the smoothie will brighten you up. the different colour fruit also adds to the colourfulness of the whole ad.
Section 3 - Sound
The first ad starts of with basic and casual music, along with the voice over speaking about mark in a neutral tone, then when Mark takes a sip the music picks up into an up beat song and the voice over starts to speak more energetically. This make people think that if they buy this drink they will feel up beat for drinking the smoothie and helping a charity.
The second ad has up beat music throughout in beat with the dancing fruit it then calms down when the new range of smoothies are showcased at the end with the voice over saying the slogan ''give your day a boost''. This makes it seem that if you drink this you will feel up beat and happy.
Sections 4 - Shot Types
The first ad has at the start Mark walking to the shop which is a long shot then when he goes to grab the drink from the shop shelf the camera shot is from the shelf which is a big close up, then outside the shop when Mark drinks the smoothie the shot is a medium long shot, the rest of the ad are switches between the family in Uganda which are in a ling shot and Mark in the medium long shot.
The first part of the Second ad is no specific shot but if I had the pick on it would be an medium shot zooming out into a long shot. then at the end the smoothies are shown in full so it would be a long shot.
Section 5 - Advertising Techniques
The first ad uses Pathos to convince people to buy the drink as it is showing what good happens if you do buy a drink, this making people wanting to feel good not only drink the smoothie but helping a charity. this ad also uses ethos as its proving that the money helps the charity. the ad is more advertising the goodness what it can do elsewhere.
The second ad uses ethos, the fruit dancing around is showing some sort of credibility of what fruit and goodness is in the drink. it could also be getting across that if you drink this smoothie you will be dancing around or full of energy.
Conclusion
Both of the ads showcase the fruit in the smoothies, the first ad only when mark drinks it with small fruit swirls behind him and in the second ad the fruit is dancing around the whole screen.
the first ad advertises its product using charity, making people want to get the drink so they can help out a charity and get a good feeling, the second one uses the goodness of the fruit in the drink to advertise the healthiness of the drink. the first ad is using the feel good of helping a charity out feeling to get you to buy that drink instead of others, its showing what other good that smoothie can do.
the second ad is showing the fruit, which is showing the user the fruit and goodness and the slogan is convincing the user that this drink will give them energy and get them through the day with this extra goodness, you'll feel better the whole day, your day will be better then it would have been.
Analysis of 2 print ads
Print ads are another way of advertising usually seen on shop walls/in windows and on digital displays, usually in shopping centres.
Persuasive methods
In the first ad is using ethos, by showing that there is just healthy fruit in the drink, It is also saying that looking into the ingredience you're not going to find anything "bad/interesting" the ingredient is just simple and healthy, no need to look into it.
The second ad is using logic, which is logos, if you want a healthy drink you should buy this drink as its healthy and full of goodness shown but the fruit around the drink and the angel halo above it, which would also be a bit of ethos showing the credibility of the healthy smoothie.
Conventions
Both of the ads show and say they are healthy like you'd expect a smoothie ad to show. The second ad shows the fruit on the poster around the drink like most smoothies ads would showcase.
The second ad is probably aimed at people who don't have energy as its says ''give yourself a boost''. It could also be aimed at people who eat healthy food as the start is the fruit dancing around showing the healthiness and goodness of the drink.
The difference is that the first one is kind of adverting the good of buying the drink where as the second is advertising the advantage of drinking it.
The similarity is that both showcase the fruit as the second does predominantly whereas the first one does just when the guy drinks the smoothie, so both are still advertising the goodness in the smoothie.
Section 2 - Mise - en - Scene
First ad
Setting - First the shop where the guy buys the drink then it goes to the place where the money is helping a family make a living and send their child to school, in Uganda.
Costume - Mark at the start is wearing what a usual working 20+ men would. the people in Uganda are wearing basic clothes as maybe they are the only ones they can afford.
Expressions - Mark at the stat has a annoyed look as he is thirsty then when he drinks the smoothie he has a smile, this shows that the smoothie drink will clench your thirst if you buy it. The family from Uganda are smiling as they now money coming in to help them make a living and send their child to school, this is showing the happiness that buying one of the drinks would bring the charity.
Positioning - Mark at the stat is in middle of the screen for the most of it as goes from Uganda, where everyone is standing together and happy, then back to Mark drinking the smoothie, each time they say ''Thank you, Mark''.
Lighting - The whole ad is a very faint light blue to start off with all Mark walks then buys the drink then when he takes a sip of it the light kind of lightens up a bit as it goes through the good the innocent profit does, the lighting is a light usual sun yellow. which creates a fun and good feel, making people want to buy the drink to make a difference.
Second ad
Setting - Well there isn't really a background but behind the dancing fruit is the sky with very faint sun beams shining through the clouds.
Costume - There are no people in this, just the fruit and the smoothies being showcased at the end.
Expressions - There are no people in this, just the fruit and the smoothies being showcased at the end.
Positioning - The fruit is dancing around all over the screen showing that the whole smoothie has goodness in it.
Lighting - Behind the dancing fruit is the sky with very faint sun beams shining through the clouds and as the ad goes on the sun beams get more prominent showing that the smoothie will brighten you up. the different colour fruit also adds to the colourfulness of the whole ad.
Section 3 - Sound
The first ad starts of with basic and casual music, along with the voice over speaking about mark in a neutral tone, then when Mark takes a sip the music picks up into an up beat song and the voice over starts to speak more energetically. This make people think that if they buy this drink they will feel up beat for drinking the smoothie and helping a charity.
The second ad has up beat music throughout in beat with the dancing fruit it then calms down when the new range of smoothies are showcased at the end with the voice over saying the slogan ''give your day a boost''. This makes it seem that if you drink this you will feel up beat and happy.
Sections 4 - Shot Types
The first ad has at the start Mark walking to the shop which is a long shot then when he goes to grab the drink from the shop shelf the camera shot is from the shelf which is a big close up, then outside the shop when Mark drinks the smoothie the shot is a medium long shot, the rest of the ad are switches between the family in Uganda which are in a ling shot and Mark in the medium long shot.
The first part of the Second ad is no specific shot but if I had the pick on it would be an medium shot zooming out into a long shot. then at the end the smoothies are shown in full so it would be a long shot.
Section 5 - Advertising Techniques
The first ad uses Pathos to convince people to buy the drink as it is showing what good happens if you do buy a drink, this making people wanting to feel good not only drink the smoothie but helping a charity. this ad also uses ethos as its proving that the money helps the charity. the ad is more advertising the goodness what it can do elsewhere.
The second ad uses ethos, the fruit dancing around is showing some sort of credibility of what fruit and goodness is in the drink. it could also be getting across that if you drink this smoothie you will be dancing around or full of energy.
Conclusion
Both of the ads showcase the fruit in the smoothies, the first ad only when mark drinks it with small fruit swirls behind him and in the second ad the fruit is dancing around the whole screen.
the first ad advertises its product using charity, making people want to get the drink so they can help out a charity and get a good feeling, the second one uses the goodness of the fruit in the drink to advertise the healthiness of the drink. the first ad is using the feel good of helping a charity out feeling to get you to buy that drink instead of others, its showing what other good that smoothie can do.
the second ad is showing the fruit, which is showing the user the fruit and goodness and the slogan is convincing the user that this drink will give them energy and get them through the day with this extra goodness, you'll feel better the whole day, your day will be better then it would have been.
Analysis of 2 print ads
Print ads are another way of advertising usually seen on shop walls/in windows and on digital displays, usually in shopping centres.
Persuasive methods
In the first ad is using ethos, by showing that there is just healthy fruit in the drink, It is also saying that looking into the ingredience you're not going to find anything "bad/interesting" the ingredient is just simple and healthy, no need to look into it.
The second ad is using logic, which is logos, if you want a healthy drink you should buy this drink as its healthy and full of goodness shown but the fruit around the drink and the angel halo above it, which would also be a bit of ethos showing the credibility of the healthy smoothie.
Conventions
Both of the ads show and say they are healthy like you'd expect a smoothie ad to show. The second ad shows the fruit on the poster around the drink like most smoothies ads would showcase.
Identifying Audience
Anyone could really drink a smoothie so I thought about where its sold mostly in meal deal sections and the people to more likely to buy meal deals are students in college or uni so 16 to 25, also thought that this would appeal to people who eat healthy such as runners or personal trainers. The play on words and humour I thought would appeal to younger but mature audience, I was building the demographic of this mostly.
Demographic Profile
I made a survey, only had 3 questions, how often do you buy smoothies? how old are you? and do you go for runs?
Smoothie Demographic I put this on my social media accounts but no one did it, I mentioned it twice and I sent it to people and asked them to send it to a couple of people. As of today, 12 people have done the survey, 28/11/19.
These are the results:
I realised that I made the age question just the age range I wanted it to be I should have put a younger option like 16 or under.
From the results I can tell that most of the 12 were 16+, don’t
go for runs and rarely buy smoothie drinks, which shows that ill need to up my
target demographic to 25+ as the some of the 12 where older than 25.
Good start to your research Milli, you have found two adverts linked to the same product as your own idea. You have identified the uses of all the microelements, to develop this further discuss what is being communicated. For example, why have the chosen a particular shot or what is the way that the product is being advertised. In your conclusion explain how the audience is being targeted, what makes you want to buy the product? Then how are you going to use similar techniques?
ReplyDeleteSadly, your target audience is lacking. Please add to this, remember that this is a form of primary research and is used to inform and develop your idea. . Could you include how you found out this information? Include your survey and discuss the results, did you conduct an interview with your TA? If so what did you learn from that? Could you do this ASAP, it’s important that you conduct audience research to understand how you are targeting them.