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. 

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.