The use of text is very good. In the top left hand corner in yellow, quite large lettering are the words “We were told we needed to come up with an exciting new angle for our latest ad”. Then in the bottom left hand corner the background paper has been ripped away to reveal the words “Obey your Thirst”. These words are white on black.
The language they use is positive towards Sprite because there is nothing bad towards their name. They use a play on words: “…an exciting new angle…” plus they tilt the Sprite bottle to a 470 angle. This is a particularly efficient way of advertising because it uses humour. People remember adverts with a funny ‘angle’. Normally when you say a product needs a new angle, you would try a new advertising ploy like sponsoring a “star” to drink Sprite but I think that the way they have advertised Sprite in this advert is very clever. The joke doesn’t take long to understand and then when you remember the humour behind the advert, it makes you want to buy Sprite.
Sprites unique selling point (U.S.P) is that it is a modern, in fashion, refreshing drink.
The overall image of this Sprite advert is that the company has a sense of humour; they show this by using a word with two meanings. They obviously like this series of advertising because they have used this idea in other adverts. I do believe this advert, in particular, has worked very well because it makes me want to buy Sprite.
Advert 2
This advertisement advertises Kellogg’s Pop Tarts. They are a snack style biscuit filled with jam that can be eaten hot or cold.
The advert shows a CD case with a Pop Tart on the cover. The Pop Tart has a bite taken out of it and the strawberry flavour filling is oozing out. This gives you a mouth-watering feeling and it makes you feel hungry just looking at the picture. The wavy lines round the Pop Tart and text gives the impression that they are speeding towards you. The wavy lines might also indicate that the Pop Tart is hot. The background that the CD case is on is different blue shaded heart shape. Again this advert uses red on the CD case because it has been proven to catch the human eye.
The target audience for this product is 8-20 year olds. The target audience of this product ties in with the U.S.P. The first part of the U.S.P is that they are for a younger age group because of their modern approach. They are called “Pop Tarts”. You can take the word pop in two ways: one is where they ‘pop’ out of the toaster and two is the modern look, ‘pop’ as in pop music in the charts. They have conveyed this by using the CD case and the text below. It appeals to the younger generation again because of the easiness to eat. This is another U.S.P. They come straight out of the packet and then they can be eaten or they can be ‘popped’ in the toaster and eaten warm. This appeals to people because you can get up late and still eat something before you have to dash off.
The use of text in this advert is interesting. Under the CD case are the words “The Debut Album: Love at First Bite”. This is in large, red lettering. In smaller, white lettering it reads:
“Includes the hit singles:
I’ll be ready in a moment
I love it (when you nibble me)
Warm filling
Make me hot till I pop
Plus bonus 12”
Remix of I don’t wanna get burned (again)
If you leave me on the shelf (I’ll end up with someone else).
Underneath this text is a single line using yellow, red and white lettering, plus different formats of writing, upper and lower case:
OUT NOW ON Kellogg’s Catch them while they’re hot.
They use easy to read language, very positive towards the product except for one sentence, which says “remix of I don’t wanna get burned (again)”. This, I believe, is Kellogg’s apologising for burns caused to purchasers of Pop Tarts when they were first released. All of the singles are made up to try and sell Pop Tarts.
All of the song titles relate to the product Pop Tarts in their own way. “Warm filling” could be the title of a modern record but also describes a Pop Tart. All of the titles have this type of twist to them, which makes the advert humorous. Therefore people will buy this product because they can relate to it.
The image of this product is: it is a quick, easy to eat, modern snack food.
Advert 3
This advert is advertising Nestle KitKat. It’s a chocolate bar with a wafer centre.
The photograph in the centre of the advert is a computer console controller with many arrows coming off it with different text at the end of each one. The colours are all quite bright; the arrows are in red; the controller is in grey, red, blue and yellow. The background is beige.
The target audience for this advert is about 5-20. I can tell this because the computer controller is a new, modern invention. Therefore they are advertising to a smaller range of people than my other adverts because it may be harder for people without a computer console to understand.
The advert uses the slogan “Have a break”. They are telling us to have a break and eat a KitKat.
On this advert there is a lot of text spread out all over the A4 sheet of paper. (To write out all of the text would take me for ever so please look at the advert to understand.) Each piece of text has an arrow going to the controller. All of the text is black. The shapes representing buttons on the controller are correspondent to their own colour. An example of what I am describing is “Thunderbolt A + B”. All of the texts are different types of attack for a beat’em-up computer game. At the very bottom of the page is a red band with the words “Have a break” and then the KitKat logo.
The language used is very basic - most 8 year olds and above could read it. The text itself means nothing, you have to think about it. The idea is that someone is trying to memorise all of the moves that are on the page, and that is very stressful. Nestle are saying ‘Have a break’ by eating a KitKat.
The U.S.P is the name KitKat because it is the famous chocolate bar from Nestle. Also it is a light snack that can be eaten during a break; more to the point, you should have a break just to eat a KitKat.
The overall image of the advert is high quality. It advertises KitKat well because the new computer controller was the thing that drew me to the advert because I have a computer console machine and I could therefore relate to the advert. Unfortunately, if I did not own a computer console I would not have noticed it as quickly.
The Most Effective Advert
I believe the most effective advert was Sprite because I feel that people will like the humour that it captured. The colours used were complimentary which makes the advert look interesting; the colours also catch the eye. The Sprite poring out of the bottle and the moisture on the outside of the bottle make you feel thirsty just looking at the advert. The name Sprite also helps because it’s a fashionable well-known name.
