LO1- Intro Task & Analysis of existing advertisements

Intro Task 

Compare the Market Advertisement

This advertisement is aimed at adults from the age of 18 and above. 

• This advertisement is based on both males and females
• Persuasive techniques used in slogans
• The technique used is dramatic 

 NHS- Stop smoking

• Uses family and lifestyle to show the impact smoking has on individuals 
• Main focus is based on other the song and saying of "I like what you like"
• Can be seen to be aimed at individuals whom have a family and their children 

Comfort Fabric Conditioner 

The advert is aimed towards women. It can be seen that it is aimed towards mothers and families, this could be mainly due to the stereotypes created, this being women and mothers doing the household washing. The advertisement in terms of the age band can be seen to be aimed from 15 years old and above. 

Structures & Techniques 

The advertisement is an animation and their is no real people presented or real objects shown within the advert helps aid the advertisement as we are able to see the animation and relate to how the product is this being in terms of how it feels as the animation used present the soft feeling and elements. The benefits of the animation allows presentation in bright colours and allows the products to stand out and this is complemented with slogans used. 

The advertisement is surreal and allows the product to have elements of fantasy this being in the feel of the atmosphere presented. It can also be seen that the advert style is very dramatic as it includes a story  of the characters included.  

Analysis of existing advertisements

HEINEKEN Advertisement

Looking at the advertisement demographically I am able to see that it is aimed towards individuals aged around 18 and above, the age range may stop at around 45 and onwards as individuals may be more concerned about their health during these period. This age group will be around generally 18-45. The age range starts at around 18, this being that this is the legal age to drink alcohol and beer is a form of this. The social class of this product will be from the C1 to the social grade of A. The reason for this in the advert it is very professional and a luxury lifestyle is presented so classes such as Supervisory,Clerical, junior management will be interested. In addition to this the higher class of B this being the intermediate managerial and professional with a further class of A this being the higher managerial and professional. The main reason for this classes will be due to the fact that they will be able to afford it and the advertisement advertises in these types of lifestyles. 

Looking at the advertisement in terms of psychographic terms I am able to see in terms of interest the target market for this product is mainly males as they are more likely to drink Beer. The product Beer is being advertised and the specific attention is placed on the beer as their is high amount of it on display this paying more focus on the quality of the product. The product itself is not a necessity but a luxury therefore by displaying a wide range allows more popularity to be created on the product in addition to the reaction given by the men. The video is more likely to be played more at time past 8pm and onwards this being that more adult programmes will be on therefore allowing a great opportunity for awareness to be created of the product to their audience.

Structures 

The advertisement is realist as some women do behave in that way as many stereotype of women are portrayed like that. The HEINEKEN commercial is a series as their is a wide range of these advertisements and is ongoing commercial, this particular one was released to the audience around the period of 2010.  The advertisement is promoting the product Beer, the style that the advertisement holds is dramatic and humorous . The reason for this being that the Advert uses women's behavior to clothing and shoes and uses it for Beer therefore making the audience become very humorous towards the advertisement. The advertisement is stereotypical towards womens actions, in them getting really happy and screaming over shoes and then uses this to portray men's interest in Beer. By having a stereotype of women's characteristics and applying it to men is humorous as it is not expected from the audience. Furthermore the dramatic style is created from the reaction of the men screaming and jumping this allowing the product itself to be more memorable in the eyes of the audience. 

Techniques 

Within an advertisement it is a great method to use techniques to gain the interest of individuals and looking at the HEINEKEN commercial I am able to see that the Line of apply for the advertisement is a luxurious lifestyle, this can be seen from the size of the wardrobes and the amount of clothing within the areas, this also including the amount of Beer. Looking at this technique it aids the line of apply as it allows humour to be made as they have achieved what they want and therefore allowing an element of aspiration to be portrayed to the audience.

A persuasive technique used within the advertisement is the use of stereotypes of men and women. Women behaviour in cloths and shoes is used in contrast to men interest in beer. This element has been taken on board and from women's reaction and excitement has been applied to men's this is an aspect we would not expect therefore allowing humour to be created within the advertisement. 

Nike: Write the Future  Advertisement

The advert is aimed mainly towards individuals who are interested and enjoy playing football. In addition it is aimed to those who are interested in Nike Sports and their clothing wear, this can also be influenced by the popularity of the brand. From demographic research the advert is mainly aimed at Males, this including youth, teenagers and adults. The age range of this advert consists of is from 10 years old to the late 30s as they will be most interested in playing in football. The advert looks at different ethnic backgrounds and shows that everyone is able to achieve no matter what. Furthermore to this I am able to see that equality is spread out and message of hard work for success. The advertisement was appearing during the world cup in 2010, this may have been played on channels such as Channel 4, 5 and Sky Channels. Furthermore it may also be presented on the sports channels. From this I am able to see that during this period was aid to promoting as this is very some individuals will hold more interest and in forms of supporting their team buy their products for the world cup. 

Footballers in the advert are displayed and shown working hard and playing football, they are throughout displaying the clothing of the Nike Products they are wearing, while footballers play their is close ups of clothing and footwear that individuals are wearing. Looking at the advert I am able to see that  the use of the footballers allows more trust in the product and helps promote the quality of the products. Looking at the advertisement I am able to identify that by including footballers within the advertisements helps support it and helps sell the product. Fans will be drawn in by the advertisement and some individuals may look up these footballers as role models and therefore this can help influence their interest in the products being advertised. 

Structures 

The style of the advertisements is humorous and dramatic, within the advert we get a glimpse of the footballers being in alternative situations and lifestyles. Having this shows how strong football is as some of the alternative lifestyle are not luxurious. We are able to see the hard work of the individuals and this helps aid the decision of individuals as the humour and drama attract them more within the products, as the use of alternative lifestyles help aid the interest in the product. The advertisement is presented is an anti-realist this being that it includes fictional elements such as having Spy's and so on. This allows fantasy to be created and aspirations towards the advertisements in individuals own lifestyles. 

Techniques 

The lines of appeal from the advertisement is the use of celebrity endorsements, this is supported by elements such as dreams, aspirations and fantasy. This can be towards having successful carreers and the comedy and humour that is added to the advertisement. The humour for some can also be a method to make them more determined in doing well in life. For Nike to include successful footballers within their advert more interest will be developed as too many their may be seen as their role models. Furthermore to this the use of celebrity endorsement can be a great method in influencing the decisions for individuals to buy the product. The advert includes products such as boots, clothing and the footballers, by presenting them play football allows the products to stand out and the celebrity endorsements helps aid it. 

 Weight Watchers - Patsy Kensit 

The advertisement is specifically aimed towards women, this include young adults from the age range of 18 to late 45's. The advert is aimed towards individuals whom are not satisfied with their wright and body image and are determined to make a difference. It is mainly focused on women whom are interested in losing weight. The appeals to those who may be very conscious about their weight therefore this ad may help them improve themselves and find an answer to their situation.

The weight Watchers scheme is advertised within the advert, it highlights the method in which individuals are able to lose weight and how the change will make them feel this being more comfortable and looking good. This is portrayed from someone who has experienced weight loss therefore this meaning that they are able to lose weight and showing how much of a difference this lose makes. This can make individuals aspire towards wanting to lose weight.

The advert includes a famous actress Patsy Kensit. She goes through how much weight watchers helped her with her change and her confidence. The use of a celebrity helps sell the product as it provides a visual viewpoint of the difference and transformation in the individuals body with the support and help of weight watchers. This allows the service to stand out more as it allows more trust to be development as having this source shows how much the weight watchers can help individuals. In addition to this it uses pricing tactics to help promote the advertisement this being that join the club is free to join. The advertisement would appear during the daytime and evening time as women tend to be watching. It may appear on the popular of TV Channels this being Channel 4. 

Structures & Techniques 

The advertisement is dramatic and has focus on real life situation and allows the service to be interested towards. The advertisement is part of a series as the company has more of this adverts with different messages and different techniques to interest individuals. The advertisement shows an aspiring individual they could be, this creates aspiration and interest from individuals. Furthermore Psychological factors are used such as Confidence boost to individuals who want to lose weight, this helping create more interest towards the advertisement.