This advert is effective because of the irony. Its funny as in a real situation Peter Kay wouldn’t have won, he seems unfit and his dive was the worst of the three.
Although the situation is unreal, realism is created by the use of the narrator’s tone, judges and scores as in a real competition.
The advert is implicit as it implies that anyone can enjoy the product, regards of their shape or class. It also implies that any one can be a winner.
The target consumer is a whole range of males. The advert would appeal to them as the advert revolves around the stereotypical man who would be into sport and beer. They would find it humorous and could associate the ‘average man’ who in the advert triumphs.
I like this advert because it gets over necessary information, but in an entertaining and amusing way in which the irony and naturalism creates
The second advert is set in an Indian restaurant where it is dim giving a sense of it being night time and informality. The cultural feeling is set through the Indian music. The atmosphere is one of laughter, drinks etc as couples enjoy their meal.
Peter Kay’s phone ring, he’s obviously talking to his daughter from they way he’s simplistically speaking and informing us what’s happening in the conversation. The dramatic irony is that we aren’t aware of what she’s saying, which makes it more intriguing.
From the one sided conversation gather she's having trouble sleeping because of the 'wardrobe monsters.'
The humour is very visual and wouldn't be as effective without the clever use of camera angles and shots.
A close camera view of Peter Kay's used during the conversation for a more intimate and involved feeling.
The camera moves round to the other diner’s, showing their reaction. They seem to be impressed by his caring attitude towards his daughter.
The whole feeling of the advert changes from childish fantasy to serious threat, as Peter Kay says, "...Its the burglars coming through the window you want watch out for..." At the end of the telephone conversation he ironically says, “Sweet dreams!" this is ironic because she has no chance of sleeping now because of the fear of intruders. There is a pause and the camera is used to portray the shocked expressions.
The humours impact is increased again by Peter Kay’s complete ignorance of what he's said wrong.
As in the previous advert the setting is stereotypical of the target consumer, as before we had the combination of sport and beer as in the second advert it's curry and beer.
The setting is realistic because it's typical of an Indian restaurant with background music, layout and decor. This advert is more simplistic and explicit than the others in the series. It’s a basic setting, the product is actually being drunk and the humour is visual and self-explanatory.
Dialogue is important because the whole advert is a telephone conversation. But even though without the dialogue the advert wouldn't be funny the camera angles enhance it and make it more effective. The wording chosen in the dialogue, such as 'Sweet dreams!’ Makes Peter Kay seem even more insensitive and ignorant to what he's saying.
Overall the advert is realistic and naturalistic because it's set in an every day situation that most people have been in. This is important because the target consumer needs to relate to the people and the setting.
I like this advert because as in the previous one it portrays humour while giving information. Peter Kay is generally funny any way, but by giving him the right dialogue and putting him in a certain situation it’s a humorous event.
Another in the series is set again in a restaurant, similarly to the previous restaurant setting the lighting and the music all add to the authenticity of the surroundings.
The same people as in the previous advert are chatting about children growing up fast. Peter Kay’s contribution to the conversation is to say his daughter asked how babies were made. The camera moves in for a close up on his partner’s expression as she asks, expecting the worst, "And what did you say?" The close up shot as well as the tone of his partners voice add to the effectiveness and humour. We expect, as they do, he is going to say something totally inappropriate.
He launches into the graphic sexual description he gave his daughter using adult terms such as, "vagina", "sperm" and "erect penis". To make his description more humorous and graphic he uses his sheesh kebab as a visual aid to demonstrate the sexual act. The humour is increased as he eats the kebab at the end.
Everything in the restaurant stops abruptly, the music and all background noise. All the people around assume a shocked posture. This is effective in showing just how tactless he has been
The humour used in this case is quite visual, with the use of close ups on facial expressions to show peoples reactions.
The advert is effective because it’s set in a familiar environment, which we can relate to. This twinned with Peter Kay’s humour make for all round appeal.
Within the advert the suggestion to buy the beer was explicit, people are drinking in the restaurant and at the end of the advert we are shown a pint of bitter and two bhaji's. This symbolism continues the sexual theme, with the bitter appearing as a phallic symbol.
The dialogue of the advert is effective because it is explicit without being offensive and remains humorous.
The advert appeals to the stereotypical consumer of the product because, as before, it is showing a typical association e.g. beer and curry. Another appeal is Peter Kay portraying the typical stereotypical beer drinking man.
I liked the advert because it showed Kay doing what he does best, which is acting innocent as he says something socially unacceptable.
Additionally, another advert I’m going to be analysing is the 'football' advert. It takes places in the day (we know this because of the lighting) on a football pitch, but we don’t know this till later on.
Straight away we are shown a birds eye view of footballers with professional skills. We only hear the patting of the football while constantly following the ball being controlled from player to player.
We then see an immediate contrast of Peter Kay when he suddenly boots the ball as hard and far as he can, giving a comparison of skilled and unskilled. The quick changed in camera view enhances this contrast, we see a more distant shot, and so we are able to see the player’s whole body. Peter Kay then remarks, “Have it!" As if he's pleased with the unskilled kick. This stupidity adds to the humour.
We then see the facial expressions of the other footballers that don’t look impressed. They maintain a shocked posture adding to the impact of Peter Kay's reckless behaviour.
At the end of the advert we see a close up shot of a can of John Smiths against the healthy oranges. In the background we see what seems to be Peter Kay's body form quite far way, making the bitter look bigger. Kay walks nearer to the camera and shoves the healthy oranges out the way and grabs the bitter.
The advert is very visual and has very little dialogue. Because there is next to no speech it makes it more effective as we are concentrating on the footwork and football, making the contrast more dramatic.
The advert is effective because again, as in all of the adverts, the target consumer can relate to the place. The stereotypical man who would be interested in the bitter, from the advertising companies point of view, would be into sport and beer making the advert appeal to them. The camera angles and concentrating on the football skills grabs the viewer’s immediate attention.
Even though we are shown the product at the end of the advert it is still implicit. We aren’t told why we should buy the bitter or why it’s better than other competitors, yet the combination of humour and Peter Kay is instantly associated with the product.
The next advert to be analysed is when there is an interaction between Peter Kay and his mother. The setting is a comfy, modest home giving the impression of a naturalistic environment. Peter Kay enters the room, where his mother is hoovering, carrying a suitcase. He says, "Come on mum time to go." The camera view is such that we can't see his mums face. Peter Kay is talking to her in an over exaggerated manner, as if she is old and senile. As the camera angle changes we can see the mother, she isn't old and is obviously sane. Unaware of what he means she says, "Go where?" Peter Kay’s tone when speaking to his mother makes the humour more effective because it is a shock when we actually see her. The advert is effective because we feel we have walked in on a conversation, which makes it feel believable.
The conversation progresses to show Peter Kay is intending to put his mother in an old people's home. She is shocked as she is only fifty-five and perfectly healthy. When she asks why, he says he wants to, "Put a pool table in her room" and, "The kids are scared of your moustache!" Kay whistles and leaves the room, leaving his mother who’s doesn't move giving the impression she is standing her ground.
The humour is similar to the other adverts in that Peter Kay is being insensitive; he wants to get rid of his mother just so he can have a pool table. The fact that he whistles as he leaves makes us realise just how unaware he is of his insensitivity. The humour is one of irony as his mum is young and sane; she has no need of an old people's home.
The advert would appeal to the target consumer because, as previously, it uses the association of beer and sport. This is done with the pool table reference and a shot of Dennis Taylor on the sideboard, which has replaced his mother’s picture.
The suggestion in this advert to buy the product is quite implicit; there is only one reference at the end when we see a shot of the product next to the Dennis Taylor photograph. However the advert is very much in keeping with the slogan 'no nonsense!'
I like this advert because of Peter Kay’s reference to his mothers moustache and his blunt manner. The way the photographs switch at the end of the advert give a final add the humorous advert.
To conclude these advertisements are targeting the stereotypical audience of males.
They achieve this by:
· Linking beer with sport.
· Using Peter Kay whose humour appeals to men.
· Using typical everyday settings e.g. restaurant.
By combining effective use of lighting camera angles and dialogue with normal life situations, such as in the Indian restaurant, or at home with his mum. The advertisements provide maximum impact, which makes them successful. This is very subtle because with the humour and settings you do not fully realise the complex methods of persuasion being used.
Overall each of the adverts analysed are set in different locations they all promote John Smiths but each advert does slightly differently.
Both of the adverts set in the Indian restaurant are explicit in their persuasion. They use close up images of Peter Kay addressing the camera whilst others are drinking the product.
In contrast, the diving, the football and the advert with his mother all use a more subtle approach. We don’t see the product being drunk or compared to competitor’s products, but with the ‘no-nonsense’ slogan and a cleverly positioned still shot of the bitter the message is still clear.
Despite the differences in methods all the adverts are realistic and simplistic in terms of their settings and dialogue. The whole series appear completely naturalistic and not at all staged.
