1.0: Introduction
In this blogpost, I am going to be analysing the advertisement for Barclaycard. This advert will be analysed using YouTube.com and the name and URL of the video is:
Barclay card advert- waterslide 2008 [HQ]
http://www.youtube.com/watch?v=1WlRcXIO5ik (10/09/2012)
2.0: Questions:
Describe the advert you have chosen
In this advert for Barclaycard, it is first set in a office based scenario, and workers are buzzing around trying to complete errands. Then the camera zooms into a worker (Actor - Robert Wilfort) who is taking off his clothes and walking through the office in just his shorts.
He finds the enternce of a waterslide, in which he enters. The advert shows clips of him riding through the waterslide, which is wrapped around different skyscraper buildings and other metropolitian/city scapes.
As he is travelling through the waterslide, he enters different settings (grocers market, library, subway station) where he purchases items scanning his "Barclaycard" with ease. Then the slide enters his home and a female narration is heard saying, "Contactless technology from Barclaycard. Making payments simpler". And the advert ends with the camera tilting up to the sky with "Barclaycard.co.uk" on the screen.
How long is the advert?
The advert is for 1 minute long.
What is the subject of the advertisement?
The subject of this advertisement is the Barclaycard. It is advertising and promoting how easy it is use the card, although the card is not shown clearly in the advertisement.
Who is the target audience and how do you know this?
The target audience is normal working class adults, caught up in the busy metropolitian life who just want to have fun and relax, but get rid of debt's/chores that need doing or want to make their payments simpler. (self-perception).
I know this because the video is based/focused on adults in a working environment. This shows it is trying to relate to that audience as it will give them a empathetic response of wanting to have fun, and get jobs done easily without stress. The advert also applys audience classification techniques such as psychographics of the audiences' lifestyles and personalitys (demographics), and by including the geodemographics of a particular type of audience (city/modern audience).
What persuasive techniques are used?
The persuasive techniques that were used in the Barclaycard advertisement are the use of a semi-famous actor (appeared in many more films and programs such as a junior role in Harry Potter and Gavin and Stacey). This is a effective technique, as the audience can feel as if they are familiar with them.
This advert also includes the use of gaining the customers' attention by using a humourous/shock factor. The aspect which grasped the audiences' attention is the fact that a worker is taking off his clothes in the working environment and hopping into a waterslide, which runs through and around a whole city. This is breaking the "norms" of a environment and gives a surrealist concept to the advertisement.
The advert also uses techniques of written and verbal language in the advertisements, such as including brand names, key words, slogans, etc. to help promote the product in the advert. The tone of voice used is a female's voice which is clear (accent-free), and has a soft tone, which allows the listener to feel relaxed as well as understand and not feel targeted/left out with the choice of accent.
There is also use of logos, use of product colours (on the waterslide), appropriate and relateable background music which helps the enhancement on advertising the product/service.
Is there a slogan? if so, what is it?
The slogan was, "Making payments simpler". This is a effective slogan as it is simple, to the point and allow the listeners/viewers to understand te concept easily.
The purpose of that slogan allows the viewers to understand the keyword "Payments", which is using the overt messages technique of making the consumer consiously understand what the advertisement is promoting.
Who has made the advert?
"The Water Slide ad was developed at Bartle Bogel Hegarty London by creative director Pete Bradly and creatives Gary McCreadie and Wesley Hawes, agency producer Nerine Soper.
Filming was shot in Rio de Janeiro by director Peter Thwaites via Gorgeous with director of photography Marcelo Durst and producer Anna Hashmi, production designer Tule Peak.
The ad features the 1976 single ‘Let Your Love Flow’ by the Bellamy Brothers." (1)
Has the advert had a positive or negative effect on the product?
The advert had a positive effect on the product it was advertising as it gained many awards for the product, (e.g. 2008 – Winner of UK 2008 Card Awards – Best Innovation and Best Technology Initiative of the Year for Contactless), it raised awareness and innovation for the product in many different companies/arenas such as the Wembley Arena and Greggs the Bakers.
Also the soundtrack used in the advertisement re-entered the UK Singles Chart and peaked at No. 21, due to the resultant popularity.
3.0: Bibliography:
http://www.youtube.com/watch?v=1WlRcXIO5ik (10/09/2012)
(1) http://theinspirationroom.com/daily/2008/barclaycard-water-slide/ (11/09/2012)
http://en.wikipedia.org/wiki/Barclaycard#Barclaycard_products (14/09/2012)
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