• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

An Analysis of the 2003 John Smiths Televised Advertising Campaign.

Extracts from this document...


An Analysis of the 2003 John Smiths Televised Advertising Campaign The John Smiths advertising campaign of 2003 developed the way products are advertised. It looked in at the advert instead of the product and concentrated on making them effective. Endorsed by Peter Kay, the adverts are witty, ironic and funny. Winning and award for best campaign 2003 proves how effective the adverts have been. Their aims were to get younger drinkers to step away from lager and start to drink their beer. The idea of 'No Nonsense' I believe came from the fact that lager and Alco-pops are 'fancy' drinks especially Alco-pops which are sweet and taste almost like cocktails. The advertising campaigns for these drinks say that by drinking their drink your lifestyle will be improved. In reality of course the drink you choose to consume has no affect on your lifestyle. You drink a drink because you enjoy the taste. ...read more.


This works for its target audience as beer drinkers are prepared to have a laugh at themselves whereas some other adverts are not. All the adverts contain the ironical element. Another advert released in the year was the diving advert. Yet again containing the ironical element it proved to be a very funny advert. The diving competition has come down to the three final divers and after two very successful and graceful dives John Smith of Great Britain steps up to the board. He runs along and bombs into the pool. There is some narration or running commentary as it happens and the commentator says 'and the crowd love it' as he lands. Then the judges hold up their scorecards and he receives full marks for his dive. This ironical as you would expect the winner to be someone who does a very elegant dive with say 3 back flips involved. ...read more.


She replies go where. He then says the nursing home. The reasons then follow which in principal are completely unreasonable though make the advert even funnier than it already is. He says that he wants to put a snooker table in her bedroom and that the kids are scared of her moustache. All of these adverts show the slogan 'No Nonsense' at the end. Each advert portrays this in its own way. Take for example the advert with the daughter. Rather than trying to cover up the and say no matter what you will be okay he tells her the truth. Though it is harsh it is the truth. The adverts are very funny with the excellence of Peter Kay in each one. They stick in your mind so if you were going to the shop to buy some alcohol for a party you would remember the adverts and buy John Smiths. The adverts I believed reached the target audience, which were young adult drinkers. This advert is not for everyone as it is dry and clever humour, which younger children may not understand. By Nathan Flye ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing essays

  1. Advertisement Commentary.

    In effect the emboldened points, which are usually more attractive points about the game, will be considered more important and trustworthy to readers. Also they will stay in the audience's mind and audiences will be more likely to believe the purpose of the statements.

  2. My business strategy - computer shop.

    Which will I use- I will use part time staff, as they will be very flexible, also as I will be working in the shop I will only need staff for some of the time. The laws that I have to comply with when hiring are the: 1975 Sex discrimination

  1. Critical Analysis of A Campaign Advert.

    Camera angles are similar to camera shots but it is shown as the different positions of the camera.

  2. The television advert I am going to analyse is the John Smith's advert entitled ...

    In the advert John Smith (Peter Kay) is not what would be considered the usual build for a diver. In the advert Smith is a short, morbidly obese, flabby, middle-aged man in a pair of rather loud knee length swim shorts.

  1. Advertising - Peter Kay's John Smiths Campaign

    His dive appears to be excellent and the narrator makes a positive remark. The tension begins to gather as the narrator gives a running commentary, also giving a sense of realism. As the Canadian contestant approaches for his dive, the same professional camera angles are used as were for the Austrian.

  2. The Famous Grouse Advertising Campaign

    Then cutting again to the Picture of the bottle. This advert is aimed at a different audience. This is aimed towards the scottish minority of the viewers. These previous adverts all keep to the same formula of theme tune, setting, action, and do not do anything complicated.

  1. Studying a passage from Oscar and Lucinda by Peter Carey.

    The language in this passage is incredibly visual and vivid in that one is easily brought to this scene of a glass blowing workshop and can sense the beauty arising from such a process. The author uses phrases like "wooden thrown"(Line 34), "drum major, bagpipe master, trumpeter, transmuter" (Lines 32-33), and "hissed and steamed"(Line35)

  2. Commentary and textual analysis for advertising project.

    The fragrance would be priced at �25 onwards and would vary as the bottle size increased. This would be a comfortable price for a female in the specified age group as they would be in a successful career and would be looking for a sophisticated yet simple fragrance.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work