Everywhere you go advertising is all around us. Whether it is in town with billboards and banners, or at home via the media with T. V. or radio. An advertiser needs to be very aware of the type of person that they are aiming to sell their product to. They also need to consider what is likely to motivate that person to buy their product. This is so that they can create the right image for their product and can persuade people to buy it.
Advertisers have to create a strong image for their product, this means that they will link it in a customer’s mind with the type of person that they think they are or, more to the point, that they would like to be. The image that an advertiser creates also depends very importantly on which group they are aiming to sell to. Tropical Trifle Advert The tropical trifle advert diplays its information within a patterned border and a surrounding variety of pictures and images. This advert is a paper based form of advertising, intended for use within a magazine, newspaper or similar marketed reading product.
The main disability of these adverts is that they are a static image, so unlike television commercials information has to be printed on one page all at once, which can sometimes be confusing. The tropical trifle advert avoids this by keeping printed information to the necessary minimal and forming a clear distinction between sections of provided information – The recipe, for example, is printed in a different font, size and layout to the ingredients, titles and contact information.
This makes the required information for making the trifle distinctive and the advertising information does not overpower the reader and deter them from the advert. The benefits of a static advertisement is that the reader can take their time over reading the advert, which television commercials cannot do, as many are under a minute long. Magazine adverts also benefit from being static as the reader can remember telephone numbers and addresses more easily, and so they are frequently printed on newspaper adverts.
However, many people flick past adverts of any kind when reading a magazine, and so the tropical trifle advert encourages its readers to continually refer to and read the feature by using the recipe – and so by creating the advert into a functional document people will be less prone to immediately discarding it. Another way to avoid an advert being so effortlessly and immediately ignored is through using colour and image to gain a readers attention.
Colours play an important role in magazine advertisements as they can make certain things stand out so the reader will read them first, and contrasting colours, fonts and text sizes also highlight specific objects or words. This way no matter how reluctantly, people are often drawn into reading at least a part of an advert – such as a title that stands out particularly clearly. Overall, newspaper adverts are effective, as they are direct and simple, and are more cost effective than television commercials
The Yorkie Bar Advert Television commercials have the advantage of being broadcast to millions of viewers, and can use camera and lighting techniques as well as sound and picture to appeal to the viewer, unlike radio and newspaper advertisements. In view of the many TV commercials, which appear on our screens, memorable commercial needs to have a script and graphics that keep the viewers’ interest and attention. It should also include information and details about the company or the product it is promoting.
The first few seconds of a commercial are the most important part since the first few frames will determine whether the viewer will continue to be absorbed. This is a recent advert promoting the chocolate bar – Yorkie. The advert is set in a traditional corner shop situation and begins with a woman walking into the shop ‘disguised’ as a man, this immediately promotes curiosity as it is an understandably unusual event to occur in a corner shop and intrigues viewers to continue watching.
The shop assistant, who is male, looks at her suspiciously as she enters. She then asks the assistant for a ‘Yorkie’ bar, still maintaining her male ‘act’. The assistant continues to regard her cautiously and decides to ‘test’ her male authenticity; he asks her a series of clichi?? male questions such as… “What’s the offside rule. ” This involves viewers in the advert as it is a common gender experience, and in turn maintains their attention and interest in the advert.
The woman continues to reply casually and correctly, and the man seems satisfied and goes to give her the Yorkie bar but then tells her… “You know that blue wrapper really brings out the colour in your eyes… ” The woman replies with a typically girlish response and giggles and blushes etc. The man snatches away the Yorkie bar on discovering she is in fact a woman and refuses to give it to her. He then turns to a sign behind the counter similar to a no-smoking sign but displaying a woman instead of a cigarette and announces… “It’s not for girls!
” The advert ends with a bright and eye-catching screen, with a large picture of a Yorkie bar ‘stamped’ onto it and the slogan… “YORKIE ‘It Doesn’t Come In Pink! ‘ ” Appears with a deep, deliberately masculine voice commentating again… “It’s not for girls! ” This advert is very aggressive and ‘in your face’ example of advertising but is also highly effective because of it’s deliberately controversial theme – a campaign which is bound to, and has since been proven to, get people talking about the chocolate bar and in turn increase sales.
And although the adverts main disadvantages include a misplaced belief in gender roles and the risk of offending large sectors of the buying public, it is unlikely that people will ‘boycott’ the product. It is more likely in fact to improve sales by woman deliberately buying the chocolate to disprove the advert as well as the obvious competition provided my men buying the product now that it has new masculine status.
