In this blog post, I am going to provide example advertisements and explain the four characteristics of advertisements. The four characteristics of advertisements were;
- Advantages over similar products
- USP (Unique Selling Point)
- Lifestyle appeal
- Brand identity
1st example - Marks and Spencer - Spring/Summer 2012
M&S TV Ad 2012 - Summer To Remember TV Ad - Marks & Spencer (http://www.youtube.com/watch?v=Eh28zTosjd4&feature=relmfu)
Advantages over similar products - The advantages that that this advertisement has over any similar products or companies is the use of celebrities to help endorse their range of products (food, clothing, accessories, etc.) This shows that the products are of a high quality and are appropriate for the upcoming season.
USP (Unique Selling Point) - The unique selling point for this advertise is how the advert has gathered numerous celebrities to endorse the products in a narrative scenario of them all enjoying themselves and embracing summer using Marks and Spencer products.
Lifestyle appeal - The lifestyle appeal for this advert is shown by using various characters of different ages, races, backgrounds to show that they have products which appeal to customers of all demographics. They also included people in different relation ship diversities (e.g. families, parents with children, siblings, couples, friends, etc) to show that it is appealing to different groups of people to share with their close members.
Brand identity - The brand identity is represented throughout this advert by the use of corporate colours (green, white and blue) and the advert contains clips of close up shots on company products which include their logo.
The advert also shows denotation of British flags, music, utensils, etc to represent the connotation that Marks and Spencer is a British company and still plays a part in the British heritage. At the end of the advert, it shows the company logo and website clearly in the corporate font and colours to help the customers realize what company the advert is representing.
2nd example - Apple - iPod Touch (5th G), Ipod Nano (7th G), iPod Shuffle (New colours)
Apple iPod TV Ad - Bounce 2012 [HD] (http://www.youtube.com/watch?v=BE_vLjaN6HE&feature=related)
Advantages over similar products - The advantages that this product has over similar or previous products is that it comes in a wider and different range of colours. Also because they are newer generations of iPods, they are more likely to have a change in software to help make it better. Finally the advantage that these products have is that it is a different shape, which shows that these models are newer and more updated.
USP (Unique Selling Point) - The unique selling point of this advert is the new colours and shapes available, which is different to any other product in the market. This will encourage customers to purchase the products because the customers will get a sense of recognition from peers on "having the latest piece of technology" from the world's leading technology brand.
Lifestyle appeal - The lifestyle appeal characteristic is shown within this advert as it shows the different types of products available to customers of different wants and purposes. By showing a wider range in one advert, it gives the customers a sense of choice as they can choose which product they wish to get from Apple's updated iPod range.
Brand identity - The proof that this advertisement uses the characteristic of brand identity is show because the advert shows repeated shots of the Apple logo and the iPod brand name as the products are bouncing and flipping around.
At the end of the advert, it also shows the brand logo and product name clearly to show which company is being promoted. The use of corporate colours (the white background which is shown in most of the Apple product adverts) is used to maintain repeated visual links back to the brand.
3rd example - Mcdonalds - Saver Menu
McDonald's Pregnancy Scan 2012 advert (http://www.youtube.com/watch?v=ss1uyn3w4FQ)
Advantages over similar products - The advantages that this product has over similar products is that this product is so cheap, that it has a good reason to be bought and people don't have a reason to complain. Especially in the current economic climate (recession).
USP (Unique Selling Point) - The unique selling point of the product is that it you can get a handful of products at a cheap price, which is good for all types of customers looking for fast food which wont hurt their pocket/wallet.
Lifestyle appeal - The lifestyle appeal is shown within this advertisement by showing that this product can be used by any customer regardless of their demographics. (couples, race, age). It is shown using a pregnant female, which represents that it is available to customers of any age and gender, and it is shown using a couple, which shows it is good for anybody with a family or budget to keep.
Brand identity - The advert uses the characteristic of brand identity because it shows a quick second flash of the company brand name, colour and logo at the start of the advertisement to inform customers who this advertise is representing.
Then the advert shows a McDonalds meal bag, which again shows brand identity as it shows use of the brand's product. Then at the end, the advert uses methods of brand identity by showing items from the company "Saver Menu" and it used the corporate house style factors (company colours, fonts, logos, slogans, jingles) to help promote the company.
Bibliography
http://www.youtube.com/watch?v=Eh28zTosjd4&feature=relmfu (06/11/2012)
http://www.youtube.com/watch?v=BE_vLjaN6HE&feature=related (06/11/2012)
http://www.youtube.com/watch?v=ss1uyn3w4FQ (06/11/2012)
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