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Analysis of John Smiths Adverts

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Introduction

Analysis of the John Smith Adverts English Media Piece Around the time of the Common Wealth games in 2002, a series of adverts from the John Smith's bitter company were released. These adverts weren't like those of other continental beers, meant to appeal to the youth of the country with flashy lights and young humour. They were made for working class, 'no nonsense', normal men. They did this by being very simple adverts which were funny due to their political incorrectness. These adverts all starred Peter Kay, a lancashiren, common comedian who everyone can relate to as a working class, down to earth person. He fits the role perfectly for the adverts, being a normal person who is overweight. Being overweight adds to certain adverts such as 'ave it' and 'top bombing'. In this text I am going to describe and analyse why these adverts made such a great success on British tv. The first advert was 'top bombing'. This advert started as a normal diving competition for the common wealth games. The advert looked a professional diving/swimwear advert from the first look. At the start we see 2 dives from 2 professional divers. These are then judged by 4 professional judges whilst being commented on by a well known professional diving commentator. ...read more.

Middle

The advert then finishes with the same format of 'No nonsense' which can be linked to John Smith saying 'Ave it'. Instead of saying 'I'm going to kick the ball really far', there is no nonsense he just screams 'ave it'. As the 'no nonsense' come onto the screen we see a tray with oranges on, the traditional half-time orange, in English sport. Beside the oranges there is a can of John Smith's. As Peter Kay runs up, the viewer further understands the no nonsense as Peter picks up the beer, shoving the oranges a-side. He doesn't want oranges, he wants alcohol. The reason this advert, I feel, appeals more then the 'top bombing advert' is because football is something everyone can relate to. Everyone can see how socially incorrect Peter Kay is in the advert further leading to its comedy factor and appeal for the product. Also now that 2 adverts had been released the 'No nonsense' adverts were becoming part in British conversation. These adverts were becoming more and more popular. This is when the next advert came out; 'Mother'. In this advert we see an elder woman, who later we find out to be John Smith's mother, hovering. ...read more.

Conclusion

This advert, more then most explain the no nonsense because of the use of a child. If you were blunt or 'no nonsense' enough to not bother thinking about adults feelings, people think 'ok'. Whereas when it is to a child, it surprises the viewer as to how arrogant the man is. All of this though just adds to the comical effect of the adverts which further entices the viewer to go out and buy John smiths. To conclude, I think these adverts became such a hit in the period of which they were shown due to how well they related to the audience they wanted to relate to. The Working class, older men of Britain. The use of comedy just adds to the effect as everyone enjoys comedy. With the type of comedy it is people could converse to one another about the adverts which meant more people thought about it instead of just flicking the channel when the adverts began. These adverts lead to much more other companies taking the no nonsense idea and comedy effect into there adverts. These 4 adverts started a craze for advertising of many products on today's tv. 1621 words (not including this text, name or title) ?? ?? ?? ?? ...read more.

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