Analyse three
different TV adverts and state which persuasive skills and lines of appeal have
been used:
Advert1
Product Name: Coca-Cola
By portraying a happy
couple that just discovered that they are going to have a child they have
successfully established the familiarities of what a happy family is.
Throughout the advert, the beverage is shown along side with the child as he is
progressing in age. This is showing the viewers that the beverage will ‘always’
be there during the good times and the bad. In the advert, you see that the
parents have no time for themselves and that their lives has gotten
substantially more complicated as they are bringing up the child. Despite the
difficulties they are happy to find out that they are going to have another
child and they celebrate with a Coca-Cola Life.
Product USP: They don’t exclusively have one, but they
have repeating images of the product in everyday situations. For example when
the mother is walking in with a tray she has a Coca-Cola Life bottle clearly
shown on it as she is coming into the sitting room towards her husband and
child.
Advert 2
Product Name: Nescafe
Persuasive techniques: Dreams and Fantasies
This technique taps
into our innate desire to explore the unknown venture into undiscovered
territories. Nescafe has done exactly this by putting on an almost ‘Indiana
Jones’ theme to their ad. In this ad they have a lone adventurer manoeuvring
through dense jungle terrain as he goes about trying to find a coffee bean bush
that magically grows out the ground in rapid speed and that just so happens to
release a fairy like light that he then captures in a Nescafe coffee jar. He
then moves on with he’s journey to a cave that is glowing from all the other
captured nature that he has collected. By portraying this, they have embedded a fantasy like quality to the coffee Nescafe can provide.
Product USP: “Nature Provides, Nescafe captures at it’s
brightest”. This implicates that they harvest the beans at it best and that
you, the consumer, are buying a top quality product.
Advert 3
Product Name: HSBC
Persuasive techniques: Glamorous Places
At the beginning of the ad, you see a gentleman walking down a corridor in a modern office building, soon after you find out that he is on his way to a meeting, but the attendees are standing rather than sitting because it saves time in some people's opinions. It cuts to the busy streets of Japan and then to a traditional Japanese home where another business meeting is happening where everyone is sitting down, because firstly it it traditional to sit and also it is explained further that the head of the meeting likes to sit and contemplate the subjects that are being discussed around him. Switching between both the streets and office locations, it gives the sense that HSBC is both for the working class and to the high class individuals that deal in business. Depending on what you find to be glamourous, this ad can connect to all sorts of audiences. An individual might find the life on the road to be glamourous or another individual might find that a stable, high earning job is glamourous. HSBC is connecting everyone together in some way or another.
Product USP: "HSBC, the world's local bank". This indicates that everyone is welcomed to be a costumer.
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