In today's lesson we analyzed two moving adverts by Cadbury's and Gibbs SR. The Gibbs SR advert was created in 1950's and the Cadbury's advert in 1990's. The two advertisements use very different approaches. One advert convinces you that you will do better if you buy the product and the other makes you think you will be in better condition by using the product.
The Gibbs SR advertisement focuses on the facts. It is very focused on the product and using many scientific statistics. The whole advert is in black and white and has a man doing a voice over. Due to all the factual information that the advert uses, it convinces the audience that they have nothing to hide and will make them more likely to buy the product.There was something in the advert that I thought was quite strange, this was that they mentioned a chemical they used in the product. Nowadays, advertisements would not do this as people know a lot more about damage from chemicals and how they can be very dangerous.
The Cadbury's advertisements focuses more on a story. By basing the product on a made up story it makes the product appear as more appealing to the audience.The whole story line is saying that if you eat Cadbury's chocolate you are likely to do better at what you do. This advertisement also uses music over the top instead of someone talking. It makes the advert more exciting and you are likely to remember the song, which will make you think of the chocolate and end up buying it.
Friday, 21 October 2011
Wednesday, 19 October 2011
Lucozade and Lara Croft
In my short piece of writing I am going to discuss why Lucozade decided to use Lara Croft to represent their product in their advertisements. Lucozade are built on heritage, over time Lucozade have rebranded their product from a tonic for the sick to a health drink for the sporty. They tried the technique of celebrity endorsement and represented their drink by using the athlete Daley Thompson in their adverts; however this did not make them stand out from other companies.
Now, Lucozade use Lara Croft in their advertisements. The target consumers they are aiming at are teens and young adults. They have used her as she is a symbol and icon of energy which represents their product perfectly. She is well known as she is in the film Tomb Raider. For girls she is seen as a role model as she is in control. She shows women in power which is how girls want to be looked upon.For men Lara Croft is well known through the films she is in, but also for the video games that she is in. She is shown as sexually attractive and strong.
Friday, 7 October 2011
Analysis of British Airways Advert 'To Fly, To Serve.'
In this essay I am going to analyse the British Airways advert, To Fly, To Serve (Television, 2011). In this advert we see how British Airways has changed over time, they have used shots from the earliest planes which are much smaller and basic, to the most modern. As the technology has changed and developed it says that their airline has stayed the same, kept the same morals and retained the same values. This emphasizes the loyalty and truth of British Airways and creates trust between the people and the airline.
British Airways have used a different approach to publishing their campaign. Instead of using the traditional way through a newspaper or on the television, they have published it through Facebook. By releasing it on a social network site, they are aiming it at the younger generation. They have already got a lot of loyal customers, so it is important to gain customers who are younger.
The most striking aspect of this advert is the focus of the representation of the staff, instead of the customers. As I watched the making of the advert, the creative team that made the campaign mention how the advertisement is all about stating who they are and what they stand for as a business, its dedication to the people that work at British Airways and the people that have worked for them. Unlike the Virgin Atlantic advert where they show their staff as glamourous 'trolley dolly's,' the staff are represented through tradition and not appearance. By showing the staff as they really are, they are ensuring people that what they see is what they will get.
One of the important features of the advert is the concord. The concord is an iconographic plane as it is the national symbol and by showing it flying it symbolises pride.
The motto 'To Fly, To Serve' is something they try to get across in the advert. They do this by showing it on the smallest details such as their badges. The whole advert is based on this slogan, and shows that that is what their airline is all about. The motto shows dedication and continuity.
As the advertisement progresses on, the generations change. It starts off with people who look very old fashioned, this is shown through their clothes. Then over time it becomes more modern until it is the way it is today. By doing this, British Airways are showing how long they have been around for, and that whilst everything around them has changed and the airline has improved, the people have always stayed the same.
British Airways have used a different approach to publishing their campaign. Instead of using the traditional way through a newspaper or on the television, they have published it through Facebook. By releasing it on a social network site, they are aiming it at the younger generation. They have already got a lot of loyal customers, so it is important to gain customers who are younger.
The most striking aspect of this advert is the focus of the representation of the staff, instead of the customers. As I watched the making of the advert, the creative team that made the campaign mention how the advertisement is all about stating who they are and what they stand for as a business, its dedication to the people that work at British Airways and the people that have worked for them. Unlike the Virgin Atlantic advert where they show their staff as glamourous 'trolley dolly's,' the staff are represented through tradition and not appearance. By showing the staff as they really are, they are ensuring people that what they see is what they will get.
One of the important features of the advert is the concord. The concord is an iconographic plane as it is the national symbol and by showing it flying it symbolises pride.
The motto 'To Fly, To Serve' is something they try to get across in the advert. They do this by showing it on the smallest details such as their badges. The whole advert is based on this slogan, and shows that that is what their airline is all about. The motto shows dedication and continuity.
As the advertisement progresses on, the generations change. It starts off with people who look very old fashioned, this is shown through their clothes. Then over time it becomes more modern until it is the way it is today. By doing this, British Airways are showing how long they have been around for, and that whilst everything around them has changed and the airline has improved, the people have always stayed the same.
In conclusion the British Airways advertisement is all about values and morals. It is about the truth and not covering up the reality with glamour. This is a good way of presenting the advert as people know that they can trust the airline and therefore are likely to chose British Airways as the airline they fly with.
Monday, 3 October 2011
Airline Advertisments
In today's lesson we are analyzing changing representations in airline advertisements.
Virgin Atlantic
The Virgin Atlantic advert is very much about showing off the airlines glamour. They have used good looking air hostesses and pilots to show off their airline, this makes other people want to fly with Virgin as they think they will be flying with the people from the advert. When the air hostesses are walking at the beginning it shows all eyes are on them. The avert makes Virgin Atlantic appear as the best airline you could fly with, as is seems luxurious, fun and that you are well looked after during the flight. When the men are going through the X'ray machines, they have used a humorous approach of showing safety. Finally the Virgin air hostesses are all completely dressed in red. Red is the colour of Virgin, but also the colour shows love and lust. All this will make people want to fly with this airline.
http://www.youtube.com/watch?v=Hbib-A6NpW8
British Airways
The British Airways advert is all about their history. It shows how their airline has changed and improved over time. By showing off the history, they emphasises the motto 'To Fly, To Serve.' It is portrayed as more than just a slogan, it is on their uniform so it appears that they stick to it and do as it says. They show dedication and bravery. Throughout the advert the technology improves, this shows how long the airline has been around for. As the technology has changed and developed it says that they have stayed the same, kept the same morals and retained the same values.It is not the type of advert where they show off the image and appearance, instead it shows the truth and loyalty of the airline. This creates a relationship of trust between the airline and people, making them feel safe and therefore wanting to fly with the airline.
http://www.youtube.com/watch?v=a4JdQi60an0
Virgin Atlantic
The Virgin Atlantic advert is very much about showing off the airlines glamour. They have used good looking air hostesses and pilots to show off their airline, this makes other people want to fly with Virgin as they think they will be flying with the people from the advert. When the air hostesses are walking at the beginning it shows all eyes are on them. The avert makes Virgin Atlantic appear as the best airline you could fly with, as is seems luxurious, fun and that you are well looked after during the flight. When the men are going through the X'ray machines, they have used a humorous approach of showing safety. Finally the Virgin air hostesses are all completely dressed in red. Red is the colour of Virgin, but also the colour shows love and lust. All this will make people want to fly with this airline.
http://www.youtube.com/watch?v=Hbib-A6NpW8
British Airways
The British Airways advert is all about their history. It shows how their airline has changed and improved over time. By showing off the history, they emphasises the motto 'To Fly, To Serve.' It is portrayed as more than just a slogan, it is on their uniform so it appears that they stick to it and do as it says. They show dedication and bravery. Throughout the advert the technology improves, this shows how long the airline has been around for. As the technology has changed and developed it says that they have stayed the same, kept the same morals and retained the same values.It is not the type of advert where they show off the image and appearance, instead it shows the truth and loyalty of the airline. This creates a relationship of trust between the airline and people, making them feel safe and therefore wanting to fly with the airline.
http://www.youtube.com/watch?v=a4JdQi60an0
Subscribe to:
Posts (Atom)