The copy in this advert is very light hearted, fun and slightly childish, it is also quite a feminine font. The writing says that the mousse makes you feel great which makes you want to eat it. It also links the yogurt with your health. The Muller light logo highlights this as it is in a heart which then could link the mousse with health and it being good for your heart. This shape could also with the love between two people, the two people in the advert. The slogan “love light to the full” is a pun on the saying “live life to the full” and “love life” as though the mousse can improve your life for the better, and make you love it, or that it will improve your love life. The writing which says “feel great with deliciously tasty, 99.5% fat free Mullerlight Mousse” promotes the benefits of the yoghurt to the reader first, the delicious taste, rather than the benefits of the yoghurt, the fact that it is 99.5% fat free.
In this picture the women is acting in a very sexy manner, this means that it could appeal to women – eat this yogurt and you will act like this, but also it would make it appeal to men – eat this and you can get a women like this, or if your girlfriend/wife eats this they will behave like this.
The bubbles around the bath tub symbolise the bubbles in the mousse, and they look fluffy and light, so the advert is putting across the message that the mousse is fluffy and light.
The colours of the advert are very modern; the walls are blue, and there are lots of silver fittings and a wooden floor. The colours of the walls are all bathroom colours which adds a soothing and more relaxed feeling to the advert. The people stand out as they have had a light shone on them, this causes them to stand out and look very warm, contrasting against the colder colours of the background. This is appealing as these colours are bright and cheerful, happy colours. The writing is also very bold and stands out against the background.
The overall effect that the image gives off is fun and playful yet flirtatious and sexy, which links the pleasures of eating with other, more sensual pleasures.
The demographic groups targeted I think would definitely be A – B and possibly C1. I think this as the house that they are in is large and very modern, this suggests that they are people who work hard for a living or people who aspire for this lifestyle. I am not sure of the psychographics of this image, but I think that it could be nest builders, as they would be looking out for the health of their children and followers, as they are brand loyal and Muller is a well known brand.
The second advert is also advertising for Muller only this time it is Muller light yoghurt. This time there is the big yogurt pot but instead of being manipulated to look like it is a bath tub, it has been altered to look like a kitchen table. Again it shows a young couple but here the man is sitting at the table whilst the woman is on top of the table biting his tie. In this image, the women, once again is in control of the situation, and once more the women is acting in a sexy manner, she holds a very provocative pose, leaning towards the man, looking at him with playful eyes, as though saying come back to bed.
This time the colours of the advert reflect the colours of the yoghurt, toffee – oranges and reds. The women in this image is very tanned which also reflects the colours of the yoghurt, but also gives off that they are wealthy able to go abroad on holiday, and also that she is healthy, as a tan is often a symbol for health. The warm colours contrast with the colder colours of the background, which again is blue with a lot of silver. The man is dressed in a suit which suggests that he is a professional business man and leads you to believe that they must be wealthy.
The copy in this advert is very similar to the copy of the first advert, although in the line where it reads “deliciously tasty, 99.5% fat free” on the first, it reads “deliciously tasty, virtually fat free”. This is suggesting that it is still very tasty even though it has very little fat in it, although it is not stating the amount of the yoghurt that is fat free.
The two adverts for these yoghurts are very similar. Although the background of the image, the women, and the type and flavour of the yoghurt do change, the meaning behind them remains the same. Both of these adverts hold the women as the dominant character, in control of the man, so they are mainly aimed at women.
Another thing that they have in common is that the man and woman are together in them, symbolising love, and both of these images are slightly sexual. They both contain the same slogans and symbol in the bottom corner. Both the adverts use the same techniques, they play with people’s insecurities making them want to buy the product.
By Faye Jackson 10B1