We think that it is very important to research into TV adverts in order for ours advert to be a true representation of a TV advert matching the current norms and trends of the televised adverts. It will also help us to gain ideas of how to go to plan and create out TV advert and how the TV adverts are constructs, how the attract the attention of the target audience and promote the product giving all its benefits, so that the audience then go on to purchase the product. We have decided to look at a range of products for various different products to see if there is a change in how to advertise certain products but will also give us a range of ideas that we may want to go and use a handful of the characteristics in out own advertisement package for our product when it comes to designing and making our own but also so we can get an idea of a commercial adverts generic features.
Coca-Cola Adverts
Happiness factory
The advert was launched in 2006 and has gone on to be one of the most successful advertising campaigns for the coca cola company. It has won several awards including The “Silver Lion” at the 2007 Cannes advertising awards and recently has been nominated for a prime time commercial “Emmy” in the USA.
Mailbox Advert
This advertising campaign only lasted for approximately 7 months the purpose of the advert was to show the happiness people would have when receiving a bottle of coke within their mailboxes in America; however the company felt that the advert did not appeal to a large majority of the audience.
Thirsty Advert
The main purpose of this advert was to show a man craving for a drink and walking to find an open shop to find a drink, upon eventually finding one the only product in the shop is a coca cola when then the advert again portrays the happiness of having a glass of coke. Again this advert only lasted approximately 7 months as the company felt it did not appeal to the younger audience and did not draw in the attention of the audience.
Hilltop Advert
The “hilltop advert” was filmed in Rome, Italy in 1971 and is seen as the most beloved and well known commercial the company even brought it back to our screens in 2007 due to its popularity in the 1970`s and thought it would do just as well now. Before the advert begins a message from the company is shown stating; “On a hill top in Italy, we assembled young people from all over the world…To bring you this message from Coca-Cola bottlers, all over the world it’s the real thing.”
Through looking at these adverts it gave me a good idea of how a company promotes and advertises a singular product through the means of televised advertising. Out of the four adverts my favorite personally was the “Thirsty advert”, this is because I thought it shows the product in a good light and shows the purpose of the product to the customer which is it being a drink and fulfilling a thirsty person. This gives the product a good name and with it being a drink clearly shows the product fulfilling its purpose. However I also like the “hilltop advert” as again it shows the product to be bringing people together and spreading happiness this will make people more inclined to go and buy the product as the nature of the advert is happy. Also in this advert it shows a range of people from all over the world this could be portraying the product to be well known all over the world and therefore showing its popularity will also make the consumer more inclined to buy a product as the popularity portrayed could be suggesting t the audience that it a high quality product.
I though to have enough research so Emily and I would be able to go forward and produce ideas for our advertising campaign we carried on to look at other products and their advertising campaigns. We decided too look at the recent “Cadbury, Dairy Milk” adverts that are said to be revolutionizing the world of confectionery advertising. Rather that advertising the product and showing its fulfillment of its purpose the company are producing productions that are memorable and therefore will make the consumer remember the advert and product. The company have called these “Glass and a half full productions”, linking to the milk that is in their chocolate.
Eyebrow Advert
The advert was launched by Cadbury in 2009, the advert features a young boy and girl at a photo shoot when the photographer leaves the shoot to answer the phone the boy presses a button on his watch that releases the tune to “Don’t stop the rock”, by Freestyle Express, this is when the children begin to move their eyebrows in unison to the tune of the song. The end of the advert displays a bar of Cadbury Dairy Milk Chocolate above the slogan of the campaign: "A Glass and A Half Full of Joy".
Researched TV Adverts
Gorilla Advert
The advert was first launched in 2007 which lasted 90seconds and not only appeared on our television screens but also in cinemas, billboards, newspapers and magazines. The advert went on to be broadcast across a number of countries including Canada, Australia and South Africa. The advert formed the centerpiece of the Cadburys “Glass and half full productions” that have gone to be increasingly popular and improved the public perception of the brand noticeably.
Aiport/Truck Advert
The advert was first launched on the 28th March 2008 to take the place of the gorilla advert again produced by the advertising campaign “Glass and a Half Full Productions”. The advert features several trucks racing on an empty runway at an airport, to the tune of Queens, “Don’t stop me now”. The ad campaign ran at the same time as the problems at Heathrow Terminal 5 with baggage handling; in the advert baggage was scattered across the runway.
After looking at various advertising campaigns we then went on to look at advertising campaigns for cleaning products to see if there was a difference between how company’s advertise products and cleaning products.
A well known cleaning product is Mr. Muscle adverts that can be a spray kitchen cleaner or bathroom cleaner that promises to fight tough stains. The product was manufactured in 1992 and since then the advertising campaign has continued to appear on our screens, until 2008 when the advertising campaign changed the small, skinny man who had always been associated with the product to a cartoon super hero.
Multitask Advert
This advert made 8 years ago has to appeal to all not including a young children audience as everyone has to clean and getting stains off of surfaces can be challenging therefore the aim of this advert is to show how easy it is to do this by using this product.
Bathroom Advert
This advert is one of last adverts before the adverts changed to the super hero adverts I found this one quite comical and an exaggeration of society member using many products in a bathroom in order to clean all surfaces, however the aim of this adverts is to tell the nation that you only need one product.
Super scientist Advert
This advert was broadcast during September 2009 and shows off the new advertising campaign which is a animated super hero that implies the product is a superhero, this may also appeal to children who will want the product simply in the shopping trolley because it includes a super hero. The adverts are now more updated however many commented on preferring the real life man doing the adverts.
After looking at the cleaning products adverts it was clear to me that when advertising a cleaning product the main thing the advertising campaign focus on is showing the product working to a high standard and its benefits, informing the audience of its main selling points rather than making the advert memorable to the audience like the Cadbury adverts in contrast we found that when advertising a cleaning product it is all about showing off the products benefits and it to be high quality.
Now we have finished extensive research in to current and older TV adverts, form which we have gained ideas to take forward to our advertising campaign and how we should go about advertising the product in order for it to conform to the adverts of today. Our initial idea is take the style of old fashioned adverts for one of the TV adverts as we thought these would be fun to film together, but also film a recent TV advert showing the adverts progress and will also portray that the product is a long running product widely used. Also when initially thinking of TV adverts we think that they are very “cheesy” in the way that they are presented and we will also carry this idea throughout the project.
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