The company is aiming this advert at people, who would like to think of themselves as having a wide screen television but they cannot really afford it. The advert is really persuading people to buy it by saying things like it is ‘only £1991.00’ which is a lot of money, but the way they say it, you just really want the television so you do not notice the price. This advert is a good and it could be very successful.
2 ITV Digital
There have been a series of these ITVdigital adverts, with the same characters. This is because they want you to recognize them so that you become interested in their product. There is a clever puppet monkey and a silly man having a conversation about ‘ITV DIGITAL’. Which starts by seeing the silly man sitting on the sofa and the monkey coming in and saying ‘I have been attacked’ and the silly man says, ‘was it those boys off the estate again’ and the monkey replies ‘incorrect tubby man’ and then, carries on saying ‘I was savaged by two women in a shop who claimed me as their own’ He hides behind the curtain and says ‘the fools, I am a prisoner in my own home’ the silly man says,” what about a disguise”? The monkey says “yes, something low key, like a unicorn”. Then the monkey hits his head and shows the viewers a board with all the information on about ITVdigital. The silly man says, “monkey, what have you done with monkey? “The monkey replies,” its me! the silly man says to the monkey, “you have stolen monkey’s voice”. Imposter! There have been other adverts like this with the same characters, so that they are recognisable to the viewers and because they are repeated they instantly know what it is about.
There is small print flashed at the bottom of the screen. This is too small to read, and is like this, because it gives the detailed terms and conditions of the offer. Possibly, these would put people off applying, so the advertiser deliberately diverts the viewers attention away, in the hope that the person watching, will be so engrossed by the drama of the advert and want so much to buy the product that he will not notice them. This advert is aimed at adults with funds to buy ‘ITV digital’ and also teenagers who nag their parents for ‘ITVdigital’
As this advert is humorous, the viewers continue paying attention and sub- conscientiously take note of all the advantages of ITV digital.
The advert and its images familiarise you with the characters and so when you go into a TV shop to choose a digital system which gives you extra channels, you will be drawn to the display with the monkey character and therefore be more likely to buy this system.
- BT Cellnet
This shows a black bride on the night before her wedding, and her family gathered around, sitting in a lounge. They are using all the different BT services that the company offer, which are: phone, internet, answer phone and conference calls. Her mother is using a BT Cellnet phone to tell someone about the groom she says, “he is Scottish and he is lovely”. She also says, I need to phone my sister in Antigua,” which tells the viewers that you can call almost anywhere around the world. She then uses a laptop to send an email to tell someone not to wear peach colour to the wedding. We also see a shot of the grandfather ironing his trousers. This character has been in a series of these adverts this reminds the viewers.
The next shot is of the wedding in church. The ceremony is followed by very lively music and the congregation, which is of both black and white people, who are singing and dancing, this shows how people from all over the country can be brought together by their services. The final shot is of the bride, who is black, and the groom, who is white and Scottish, together. The BT slogen comes up – ‘we have more ways of bringing people together’. This catchphrase is used throughout the different BT series. In this case BT are bringing together ‘Lara and ‘Mark.
The point being made to the viewers, is that BT Cellnet has so many communication products, that it can bring together a couple and people around the world who are from different ethnic communities. If it can do this, for them then it can do wonders for you and you should choose to buy the different services that they offer.
This advert is good, as it shows what BT is about in a real life situation. If you need to make urgent last minute calls, then you can actually see what information is being put across. It does make the BT company appear more appealing than other companies, as it offers so many different methods of communication.
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20th Century Fox ‘Dr Dolittle’ Videos
The shot is of children saying which animals they want. Then a man says you can ‘take all their favourite animals home’, just by buying a Dr Dolittle video. At the end, a message appears on the screen saying, that you can ‘buy one get one free’. In small print the message ‘while stocks last’ is added. There are some clips from the video, which are of the different animals. In one of them the monkey is being mischievous, and the main character is a bear.
The point being made is, that it would be very easy to please children and stop them clamouring for gifts, by buying a video. Not only that, but by paying for one video you will receive another, free. This makes the video that you buy a bargain. Also, that by saying that you get ‘one free’, that it is a bargain’ not to be missed and that you should go out straight away.’while stock last’ The ‘while stocks last’ message implies that, ‘everyone’, meaning the viewers, will be buying this video for their children and so you should not be left out. Also, it implies that you should hurry, by saying ‘while stocks last’
This advert would encourage parents to go out quickly and buy this video before they have time to consider whether it is worth the money, because they would not want their children to be the only ones not to have it. The offer of the second video provides an incentive to buy, as people love to feel they have acquired something for free. The company hopes to attract purchasers who will not take time to consider whether they really want or need this video, by playing on the weakness of parents who think their children should have the same as everyone else and emphasising the need for a speedy decision.
This advert is very persuasive so I think that the viewers will take in to account the information given and go out and buy the videos.
- Intercitrus.
The first shot is of a boy and a girl eating junk food. A voiceover says ‘ if you are looking for a healthy alternative’. Then there is a shot of very happy, healthy children, eating Spanish clementines and oranges which contain Vitamin C. Another voiceover tells us what they are eating. The viewers are then advised to ‘get it into their heads’, presumably the idea of eating citrus fruits instead of junk food.
The advert is designed to encourage parents to buy healthy citrus fruit instead of junk food for their children. The image of the junk-eating children shows them as still and dull and unhealthy as opposed to the image of the fruit-eating children which shows them as happy and healthy and jumping around. This is also telling parents that if your child eats the clementines and oranges then they would prefer it to junk food and that they would be happy and bounce about, like it shows the children in the advert doing.
The idea is that these images will come to parents minds when they are shopping and that they will buy Spanish citrus fruit instead of junk.
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Weetabix.
The opening shot is of two witches because it is shown near halloween. Most things in the advert are black colour as it is night time. One witch whistles and a broomstick comes to her and the other cackles, and a vacuum cleaner comes to her. The one on the vacuum cleaner can fly faster. A sign comes on screen saying ‘Withabix’. This sign is printed like the Weetabix logo in the same colour and font.
The advert is saying, that if you eat Weetabix you have more energy, because it implies that the witch on the vacuum cleaner has eaten it and therefore can fly even beter on a vacuum than the other witch, on her broom and has more energy.
The advert has been shown before in a different way using the same symbol so people will recognize the logo, which in this case is ‘weetabix’, but Iam saying that this particular advert advertising Weetabix cereal is not clear. People do not really want to see themselves as witches. It was showing witches because it was coming up to Halloween. Therefore it was appealing to parents and children, might get them to buy it because it will give them energy to get through the day faster like the witch on the vacuum.