Television Advert Analysis

-



1. What is the ad for / what is the message ?
This adverts purpose is to promote marmite spread while also poking fun at public's usual distaste for the product.

 2. Who is the target audience?
The primary audience for this advert is a younger audience due to the focus being on Paddington Bear , a character usually intended for children. This is a great marketing idea because most children have never had an experience with the product , using Paddington entices children to want to try the product since if their favorite character likes marmite maybe they will as well. 
It is possible that the secondary audience could be middle aged adults and even the elderly since Paddington was introduced all the way back in 1958.

 3. When was the advert aired / when would you expect it to be aired? 
First broadcast on British TV on 13th September 2007   
The best time for this advert to be shown would be prime time however, due to the extortionate prices the most likely time this would be shown would be daytime television. It would mostly be shown on the top 3 channels which show adverts , ITV ,Channel 4 and Channel 5.

 4.  What form does the ad take?
The form of this advert for 'Marmite' is an animated mini series of shorts featuring Paddington Bear, eating and grossing people out with his marmite sandwiches 

 5. What style is the ad / what persuasion techniques are used ?
This advert enters an almost state of parody due to it being so self aware with everyone other than Paddington having a strong dislike towards the spread, the brand itself even knows about most of the public's hate for the product using the slogan 'you ever love it , or hate it'.
The advert also tries to draw in a wide range of viewers by using the Paddington Bear character who is loved by all ages from parents to young children. By using this icon you get the same effect from using celebrity endorsement due to the public's usual  love of the character. 

 6. Does the ad follow AIDA? If so how ?
What is AIDA ?

  • Awareness: creating brand awareness or affiliation with your product or service.
  • Interest: generating interest in the benefits of your product or service, and sufficient interest to encourage the buyer to start to research further.
  • Desire: for your product or service through an 'emotional connection', showing your brand personality. Move the consumer from 'liking' it to 'wanting it'.
  • Action: CTA - Move the buyer to interact with your company and taking the next step ie. downloading a brochure, making the phone call, joining your newsletter, or engaging in live chat, etc.
  • Retention: We all know that this is key to up sell, cross-sell, referrals, Advocacy and the list goes on.. as companies are also focusing on LTV.
  • (All information obtained from smartinsights.com https://www.smartinsights.com/traffic-building-strategy/offer-and-message-development/aida-model/)
  • Awareness: This advert is incredibly self aware with its brand this is evident from the slogan of the product 'love it or hate it'
  • Interest: The interest in this advert has been created by using the character of Paddington
  • Desire: The British public has an emotional attachment to the lead character leading them to have more of an interest in the product
  • Action: There is the point in the advert in which they provoke the audience to have interactions 

  • 7. Discuss the characteristics of products/services :
  • Benefits offered: There are no particular benefits presented in this advert 
  • Advantages over similar : There is no product similar enough to be compared to marmite 
  • USP: The unique selling point is the slogan funnily enough which is 'love it or hate it' the selling point is simply the experience of trying it
  • Lifestyle Appeal: This advert shows that Paddington has a positive outlook on life due to him eating marmite spread and that he has no care about those around him judging him  

8. Who is responsible for regulating this advert (and all advertising)in the UK?
  The ASA and CAP both regulate adverts in the UK.
r




  •   

Comments

Post a Comment

Popular posts from this blog

Introduction to Editing - Our First Task

-
Image
My knowledge of cameras was already quite wide due to the fact that I had taken photography at high school and photography is one of my hobbies. The exposure triangle consists of the shutter speed which controls motion blur , aperture which controls the depth of field and the ISO which controls the image noise. I was unfamiliar I had missed multiple lessons so therefore I had missed key information and I had even missed the filming of my footage however, in my first lesson back I used pre-recorded footage which I edited with ease unfortunately I didn't come round to adding audio to my short film. I had a problem with making the end credits scroll from the bottom to the top of the screen. This was later fixed with the help of Sean but I had already uploaded my finished piece. I've never used a mac before professionally , I'm used to using windows but I've found it quite easy to pick up since I have apple products at home and...
Read more

Analysis of my First Continuity Sequence for Sean

-
Image
Analysis of my First Continuity Sequence     Shot 1   The first shot of the sequence  is a long take in which a character walks from a mid shot to a long shot, we notice that there is some sort of struggle while the character is opening the door, as this is occurring the audience can notice a mysterious new character approach from the right.  As the two new character manage to open the door we cut to a match on action. Shot 2 The camera is now on the opposite side of the door. One of the characters then places their hands on the others shoulders to which he then responds with a punch to the face. Shot 3 We then attempt a shot , reverse shot which aims to capture the punch from more than one perspective. There are multiple continuity areas in not only this shot but throughout the entire sequence, including more than one person walking in and out of frame Shot 4 It then cuts to a long shot of a scuffle in the corridor Shot 5  That is the...
Read more