Why do companies advertise in the way they do? They are all cleverly placed so their target audience have the best possible chance of seeing them, I mean you wouldn’t advertise a stair-lift or pension plan in a teens magazine. Movies are advertised on school buses because they know that their biggest audience is mates hanging out so it gets to the teens and some other possible people that might go see the film will see the advert as the bus makes its journey.
The advert that I’m going to analyse has been taken out of ‘Best’ magazine and is for ‘Ribena original blackcurrant juice drink’ this is shown by the whole of the printed advert having a purple tinge to represent the blackcurrant. This advert appears to be targeted towards adults firstly because of it being found in an adults magazine and secondly because of the character used. In the centre of the advert a small child is seen wearing a jumper which completely covers him with just the top of his head and the bottom of his legs and feet visible. This is used to give the ‘feel good factor’ and ‘memory factor’ to make a powerful combination of not just making the audience think that used to be me but also to the parents of thinking that’s my child as well. Possibly, after then, subconsciously, using this image as a catalyst to start almost a domino effect of all good memories of family members dressing up or getting a Christmas present that was to big for them. If my last statements are true this could be considered a ‘Hyperbole’. Which brings me neatly round to my next point.
By the image of the character are the words
“Rich in Vitamin C, Rich in memories.” This could be considered a hyperbole also, because it suggests that if you drink their drink that will suddenly get all these great memories, which is not possible for one drink to do. It also has another hyperbole saying
“All wrapped in the blackcurranty taste that helps build happy memories.” This is a hyperbole because of the same reason as the last statement; one taste can’t do all that it can’t build memories.
In the advert there is the image of the product placed at the bottom right hand corner of the page, it is quite small so not to interfere with the overall intended effect of the advert but it is big enough to be seen so the audience can see it and know what they’re buying.
As I have said before, the advert is completely tinted purple to give the effect of blackcurrant and because everything in the picture is so unnaturally and unusually coloured it does draw your attention. In the advert I can also see a type of white space presentational device being used, though it could be called purple space in this case. Apart from the two images I have described and the writing on the advert there is purple background that is out-of-focus grass and tree line, but the way it has been set out it blends out of the way an becomes almost unnoticeable.
To conclude this advert is effective and sells its product well Ribena have had some good ad-campaigns but they will have to come up with new ad-campaigns to keep up sales and beat competition.
