Fresh Fiat
500 & Fiery New 500S Sunshine Advert, Summer 2016
Representation:
* This advert is clearly focused towards a younger demographic, perhaps first time drivers or groups in their mid-twenties. I can tell this through the energetic pop music and the use of bright colours. It makes the audience aspire to own the product, to look 'cool' and trendy.
* Although I would suggest this advert is primarily for a younger audience, I would not exclude the fact that it is likely to appeal to everyone of all ages. The reason I say this is because it could alternatively draw an older age group to want to buy the product, in order to preserve their youth. Furthermore, the use of colours makes it seem very appealing to everyone. Yellow and red especially draw in a wide audience (take McDonalds for instance) but primarily it draws in the younger generation. Perhaps this advert excludes the appetite of an elderly male; I would suggest a more traditional car and soundtrack would appeal to this audience specifically.
* In terms of values, I would say this advert is extremely focused on drawing in the idea that a materialistic gain of what, quite frankly is a car made of metal is likely to improve your life. The advert includes spring flowers, fruit and sunshine. These things are all deemed as happy, attractive things. Perhaps it is considered to improve your standard of living; you will be happier and more spring-like if you buy this car.
* I would argue that this advert is not very truthful at all. It succeeds in drawing in the audience, but it does so by manipulating the product to be something that it isn't. At the end of the day, most cars are pretty much the same, and as long as they work it doesn't make much difference. The sheer aesthetic of the car will not differ your life in any way.
Audience and USP:
* The unique selling point of this product I would suggest is the colour and its visual qualities. Whereas other car adverts focus on highlighting the mechanical engineering and quality of the product, I would suggest the bright, lively colour of the fiat is something individual to this car and advertisement focus.
* The types of people likely to buy this product are those who wish to stand out of the crowd, be individual and gain a little bit of colour in their life. I would define the likely target audience for this product to be generally middle-class; it is definitely not focused towards upper class as that would be expected to portray class and elegance; however this advert conveys a sense of style and 'cool-ness'. Leading on from this, I would definitely say it is suited for mid-twenties demographic, and primarily females. I suggest females because of the flowers and the upbeat dance song. However, trendy males are likely to be drawn to this advert too. I would say that the target audience for this advert does not particularly match the likely consumer for the product as i can imagine parents are likely to buy this car for their young-adult children. However, it is highly likely that anyone could see the advert and wish to buy the car for themselves.
* I would expect to see this advert displayed on ITV, Channel 5 and E4. It is a well-constructed advert and i can expect it to be shown at prime time, perhaps during the advert break for The X Factor on a Saturday night. The audience I expect to be interested in the product are likely to watch exciting shows such as The X Factor and 'Take Me Out'
* This advert
does have some similarities to other adverts targeted at the same audience, for
example the old Skoda advert of which included bright colours and a fully
edible cake.
Visual Media Language:
* We are not told the name of the product being advertised until 17 seconds in to the 30 second advert. This is because the audience is being roped in for those first 17 seconds, it is not necessary to show the name of the product right at the start of the advert as that would be pointless. It gives the advert time to develop and show itself off.
* The pace of the genre is quick and snappy. It is hard to draw your eyes away from the screen, and i believe this is extremely effective. This is also due to the camera work, as it pans along the features of the product, the glistening headlights, the high-tech speaker system etc. It also shows to car from a long shot, where it is not necessarily moving nut the wheels are. It also splits the screen displaying the two different coloured cars at the same time. The transitions vary from zooming out to a screen slide. The editing is snappy and engaging.
* The information we are given on the final frame of the advert is that shown above on the left. It shows the brand logo (the make of the car) and the name of the model of the car. We are also given a relevant website and links to social media platforms where the consumer can find out more.
* The dominant colours are clearly red and yellow, this is projected through obviously the colour of the two products we can see, but also the lemon and chilli cut into the shots. This really connotes hunger, perhaps need. It makes the product seem very appetising and delicious.
* There is not so much a set and casting to analyse for mise-en-scene, but it definitely is energetic and tasteful. A green screen or some kind of unrealistic technology has been used to make the cars appear as if they are dancing and alive. They are projected as glistening and beautiful. I would say the setting and lighting and very idealistic, as it is not true that if you buy the product it is going to look like that. After a few days of harsh weather and roads it will quickly become worn.
* This advert is clearly focused towards a younger demographic, perhaps first time drivers or groups in their mid-twenties. I can tell this through the energetic pop music and the use of bright colours. It makes the audience aspire to own the product, to look 'cool' and trendy.
* Although I would suggest this advert is primarily for a younger audience, I would not exclude the fact that it is likely to appeal to everyone of all ages. The reason I say this is because it could alternatively draw an older age group to want to buy the product, in order to preserve their youth. Furthermore, the use of colours makes it seem very appealing to everyone. Yellow and red especially draw in a wide audience (take McDonalds for instance) but primarily it draws in the younger generation. Perhaps this advert excludes the appetite of an elderly male; I would suggest a more traditional car and soundtrack would appeal to this audience specifically.
* In terms of values, I would say this advert is extremely focused on drawing in the idea that a materialistic gain of what, quite frankly is a car made of metal is likely to improve your life. The advert includes spring flowers, fruit and sunshine. These things are all deemed as happy, attractive things. Perhaps it is considered to improve your standard of living; you will be happier and more spring-like if you buy this car.
* I would argue that this advert is not very truthful at all. It succeeds in drawing in the audience, but it does so by manipulating the product to be something that it isn't. At the end of the day, most cars are pretty much the same, and as long as they work it doesn't make much difference. The sheer aesthetic of the car will not differ your life in any way.
Audience and USP:
* The unique selling point of this product I would suggest is the colour and its visual qualities. Whereas other car adverts focus on highlighting the mechanical engineering and quality of the product, I would suggest the bright, lively colour of the fiat is something individual to this car and advertisement focus.
* The types of people likely to buy this product are those who wish to stand out of the crowd, be individual and gain a little bit of colour in their life. I would define the likely target audience for this product to be generally middle-class; it is definitely not focused towards upper class as that would be expected to portray class and elegance; however this advert conveys a sense of style and 'cool-ness'. Leading on from this, I would definitely say it is suited for mid-twenties demographic, and primarily females. I suggest females because of the flowers and the upbeat dance song. However, trendy males are likely to be drawn to this advert too. I would say that the target audience for this advert does not particularly match the likely consumer for the product as i can imagine parents are likely to buy this car for their young-adult children. However, it is highly likely that anyone could see the advert and wish to buy the car for themselves.
* I would expect to see this advert displayed on ITV, Channel 5 and E4. It is a well-constructed advert and i can expect it to be shown at prime time, perhaps during the advert break for The X Factor on a Saturday night. The audience I expect to be interested in the product are likely to watch exciting shows such as The X Factor and 'Take Me Out'
* This advert
does have some similarities to other adverts targeted at the same audience, for
example the old Skoda advert of which included bright colours and a fully
edible cake.Visual Media Language:
* We are not told the name of the product being advertised until 17 seconds in to the 30 second advert. This is because the audience is being roped in for those first 17 seconds, it is not necessary to show the name of the product right at the start of the advert as that would be pointless. It gives the advert time to develop and show itself off.
* The pace of the genre is quick and snappy. It is hard to draw your eyes away from the screen, and i believe this is extremely effective. This is also due to the camera work, as it pans along the features of the product, the glistening headlights, the high-tech speaker system etc. It also shows to car from a long shot, where it is not necessarily moving nut the wheels are. It also splits the screen displaying the two different coloured cars at the same time. The transitions vary from zooming out to a screen slide. The editing is snappy and engaging.
* The information we are given on the final frame of the advert is that shown above on the left. It shows the brand logo (the make of the car) and the name of the model of the car. We are also given a relevant website and links to social media platforms where the consumer can find out more.
* The dominant colours are clearly red and yellow, this is projected through obviously the colour of the two products we can see, but also the lemon and chilli cut into the shots. This really connotes hunger, perhaps need. It makes the product seem very appetising and delicious.
* There is not so much a set and casting to analyse for mise-en-scene, but it definitely is energetic and tasteful. A green screen or some kind of unrealistic technology has been used to make the cars appear as if they are dancing and alive. They are projected as glistening and beautiful. I would say the setting and lighting and very idealistic, as it is not true that if you buy the product it is going to look like that. After a few days of harsh weather and roads it will quickly become worn.
Sound:
* The first sound the audience hears is the opening to the track 'Sunshine' by Tieks and the opening line is 'ooh, you're sunshine' with a happy beat behind. It is a young male voice but very high and edited to sound like what could easily be a female.
* The language is very simplistic, with the word 'sunshine' being repeated a lot of times throughout the advert.
* The music is likely to appeal to everyone, from young kids to mums. Perhaps people who do not like the current 'top 40' music genre would not feel pleasured by the choice of soundtrack.
* The last sound you hear is a non-diegetic chime which rings out over the last shot, to symbolise the end of the advert.
Oil
Beauty Moisturiser Lotion Garnier
Representation: * Women are definitely the people being represented in this advert. You can easily tell this by two shots in where is show a nearly naked woman rubbing her legs in an appealing way, as if to promote other women to use this product to feel just like her. The audience are definitely positioned to identify with the actors, as i can tell it is aimed at a middle aged woman, just like the lady we can see. She is also seen to be with her child, so this shows it’s aimed at older women and mothers. The audience are positioned to aspire to be like them, to gain the silky smoothness we can see.
* Children and males are definitely not being represented in this advert. It is obvious it has a particular niche market. However, it may inspire a husband to buy the product for his wife. But more than likely this advert is specifically aimed at grown women, through the use of colour, the projection of ingredients and the general display of the mise-en-scene.
* The product being represented is a 'oil beauty' moisturising lotion. The advertiser is reaching out to values of self-respect, love and care. It is encouraging women to take care of their body and treat their body like a temple. Also, it is inspiring values of using safe products with natural ingredients such as rose, almond and argon. I would say this advert is partially truthful, but it is definitely not true that all women have the same body type as the slim, well-proportioned woman that is being projected, so the product does not appeal to the wide spectrum of body shapes and colours we have in our society.
Audience and USP:
* I would say the unique selling point of this product is the aspect of natural ingredients and the fact that it is trying to highlight the best of two products in one; 'all the benefits of an oil infused in a rich, moisturising lotion'
*I would say middle aged, middle class women are likely to buy this product, particularly mothers. This is because of the casting, colours and the narrator. The target audience really does match the likely consumer of this product.
* I would expect this advert to be shown on a lifestyle channel, such as 'viva' but also even channels such as ITV and channel 4, due to the popular nature of the brand. it is likely to be shown between programmes such as 'loose women' or 'this morning'.
* This advert has many similarities to other advertisements of this genre, such as make up adverts and hair care adverts. It projects the product as enhancing your body and your lifestyle, and displays a woman looking very happy after using the product, a reoccurring theme in adverts as such.
Visual Media Language:
* We are told the name of the brand right at the start of the advert, the well-known brand 'Garnier' this is done so that the audience can relate to this popular brand, perhaps they already own a similar product and are keen to find out about the new one. The actual 'oil beauty' product is shown 9 seconds in to the advert, so that when we see the depiction of ingredients we know what they are made up to be.
* The pace of editing is surprisingly slow, to depict the calm and gentle vibe of the lotion. The opening shot is recognisably long, lasting for 4 seconds, showing a single drip of the lotion on a full screen. The camerawork in general is slow paced, with shots varying from long shots of the woman looking at herself in the mirror and close ups of oils slowly being infused together.
* The last frame of the advert is simply a close up of the woman’s face and the logo 'Garnier' at the bottom of the screen. We are given information about the product throughout the advert and it finishes with a subtle, skin coloured screen. The neutral colours a dominant throughout the whole display and this draws a relaxing and elegant feeling.
* Similarly the makeup and lighting are very low key and neutral. It is aimed to be realistic and relatable.
Sound:
* The first sound you hear is the silky-voiced female narrator saying 'a first from Garnier' this captures the audience to hear about the new product.
* The language is slow and simple; it describes the product, particularly appealing to the niche audience. Words such as 'radiant' and 'smooth'
* Repetition is used when the narrator describes 'smoother, softer skin' these words fall off the tongue and make it sound appealing to the audience. The music is a simple song with a high female voice and a few guitar chords. This definitely sounds clear and beautiful to a younger-looking aspiring woman.
* The last sound we hear is simply the narrators non-diegetic 'Garnier'. This ends the tone of the advert, leaving the audience remembering the brand of the product.
* The first sound you hear is the silky-voiced female narrator saying 'a first from Garnier' this captures the audience to hear about the new product.
* The language is slow and simple; it describes the product, particularly appealing to the niche audience. Words such as 'radiant' and 'smooth'
* Repetition is used when the narrator describes 'smoother, softer skin' these words fall off the tongue and make it sound appealing to the audience. The music is a simple song with a high female voice and a few guitar chords. This definitely sounds clear and beautiful to a younger-looking aspiring woman.
* The last sound we hear is simply the narrators non-diegetic 'Garnier'. This ends the tone of the advert, leaving the audience remembering the brand of the product.
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