Advertisement Analyses
The following slides in this slideshow will analyze 4 advertisements. They will include:1. the basic human need that it is appealing to2. the marketing technique it is using and 3. how the ad is framed to catch the viewer’s attention–what other type of meaning is expressed in the ad beyond the basic human need and the marketing technique.
This ad relies on disruption. It uses the idea of another brand/category and applying the logic of those category to this one. This is a ‘relaxing’ spa advertising the Lipton ice tea. It also relies on values association and a person’s value of ‘fun’ and ‘pleasure’. Not only that, but it also uses a bit of branding. ‘Drink this and you’re having a spa treatment.’
It relies on the basic human need of FUN. It’s about “when I drink this, I feel pleasure and I am enjoying myself. I’m giving my lips a ‘spa treatment’ and I am happy. “
This model has a huge cheerful smile, her hair looks like a cool wind is blowing it up, and her lips are glossy and her teeth white. All this shows that she’s happy and feels pleasure (having fun).
This ad has a warm tone. It is full of bright happy colors like yellow and green. Even the background is green and the sky is bright and clear. It gives a lively feel and enhances the message of fun and pleasure.
To enhance the feeling of a contained ‘Lipton’ world, there are 4 repetitions of the logo in the ad.
It relies on the basic human need of POWER AND FREEDOM. It’s about “I’m in charge, I’m in control.” And because it says “Fallen Footwear is designed, tested and destroyed to ensure quality and durability. Fallen represented the determination and perseverance it takes to rise above your limits.” That is like the freedom to ‘rise above your limits’ which is power at the same time. The ‘represents the determination and perseverance’ is also power; it’s about ‘when I wear this, I feel skilled, determined and able.”
This shows a worn-out shoe that looks like it is used a lot. This guarantees that the quality is good and is very durable. It shows that it will last a good long time. The color scheme is very dark and old, also showing durability.
Designed purely for skateboards.
The words at the bottom are shaped almost like the logo. And if you look at it upside down, it also looks like a ramp. The shoes are pointing down, almost as if it’s riding down the ramp.
To enhance the feeling of a contained ‘Fallen’ world, there are 3 repetitions of the logo in the ad as well as the words in the shape of the logo.
This ad uses value association and relies on a person’s value of fun and skateboarding. That along with the freedom to do anything because the shoes has been tested to last.
It relies on the basic human need of FREEDOM. It’s about “I’m in control, I can just go pick my girl up. I feel in charge and I have the freedom to do what I want.”
This ad seems to target teenage guys by showing them an opportunity that wouldn’t be lost if they have this product.
There are two layers. One if simply “Life” and the other is “Life in D”.The “Life” shows a girl’s number, which has gotten wet and is unreadable. It shows a missed/ruined opportunity.
Life in D shows a shiny new ‘convenient’ car. It’s the power to be in control; to just pick her up. And freedom to take her wherever.
This ad relies on values association and ‘guilt/fear/pity’. It’s making the consumer feel ‘fear’ like “you don’t buy this, you’ll lose a lot of girls to the people who have it”. It relies on a person’s value of relationships (girls) and freedom.
The colors in the “life” layer shows a fairly dull room with dark colors and shadows. It gives off a ‘study’ room look while in the “life in D” layer it’s a bright shiny red car and the background is a blur emphasizing that life is good.
This shows all the better rewards. It’s all the things you can get if you use this card. It’s to emphasize “you can reward yourself/ great rewards from RBC.” The reward or ‘prize’ is appealing.
Time limit. There is a time limit to get 1000 bonus points if they enroll before a specific time creating a slight ‘pressure’ and causing people to make faster decisions for the ‘reward’.
It relies on the basic human need of FREEDOM. It’s about “with this card, I can buy anything I want. AND there’s no annual fee.”And it’s also a bit of ‘fun’ which is the ‘rewards’ part.
This ad uses values association and a person’s value of ‘saving money’. This ad says that by using this card, you will save money as well as get many rewards. (no annual fee)
The card is a RBC rewards GOLD and the background color further emphasizes that.
It seems to be aimed at older customers. The baby stroller suggests a family, the BBQ suggest family get-togethers and the RESP suggests a education savings plan. It might be to show a ‘responsible’ and good choice.
