Television advert analysis-
The advert focuses on a beer called Guinness. The ad is
focusing to aim people specifically middle-aged men to drink their beer as it
is ‘worth the wait’. The target audience is mainly aimed at middle aged men,
but it is also to anyone who is a fan of beer. We know that it is aimed at
middle aged men because in the advert all the characters are men and act very
manly especially going after the waves and messing about. The demographics of
Guinness is towards the older population but by bringing in adverts you can
attract different target audiences and get more population in drinking the
beer.
The Guinness advert was released in the year 1999. Personally,
I think that the advert would be advertised in the later evenings as more
adults are watching tv at night-time and then the company will be attracting more
sales because of when it is advertised and who it is aiming to. I think it
would be shown on channels like ITV and channel 4 or any main channels that
people use because they use adverts as well as those channels being popular as
most people watch programs on that channel which means they will be able to see
adverts like Guinness. The advert is a standalone advert as it doesn’t have any
repeated characters and we don’t see the same plot. However, we see the same
slogan be used throughout the Guinness adverts. In addition to this, we don’t
have the characters speak where you would see in mini-series adverts have
characters talk and have some sort of plot through a period of adverts whereas
this advert didn’t. In my opinion, this advert is a mini drama as all the men
in the advert run to the sea and we see action as they are fighting against the
waves or the animated horses that come through the waves. You know it is a
mini-series advert as if it was a documentary type of advert, they might have
someone go to local pub and try it out or make it more realistic. But because
this advert wasn’t realistic because of things in the advert like the horses we
know it was more dramatic rather than documentary. The advert has a combination
of animation and live action into it. At the start for around thirteen seconds,
we just have a close-up shot of the man looking at the waves. The only
animation we see is from the horses as they represent the strong sensation of
the beer and how they stereotype men as strong’ and that the beer is for
‘typical men’. The style of ad is very dramatic and serious as it is a way to
engage and have a different approach to engage audiences. They use the
seriousness by having a lot of silence in the advert. The first thirteen
seconds being in silence makes the audience curious on what is happening which
then makes people stay and watch it. But we have a hint of dramatic as loud
music comes in as all the men are in the water fighting the waves.
Personally, I don’t think the advert follows everything from
AIDA. I think this because, it didn’t attract me having it all in silence at
the start makes me not want to carry it on watching and to switch off the
advert. But I understand that with a wider audience purpose it will engage
people to watch as carrying on watching the advert will answer people’s
questions to why it was quiet at the start. I don’t think it brought interest
like low price, but we had a nice location as it was at the beach, but it was
in black and white, so we still get the sense of seriousness having it in that
colour. I think putting just men and having them acting like typical men makes
people have that desire to be like that. Not only that, but them choosing men
who are muscular makes that desire to look like that but also be able to still
drink beer. It is like having Guinness gives you strength and be able to have
fun out with your friends which we see as the whole tumble over each other and
have fun. I think the advert shows action as well as promotes it because even
though the men waited then they proceed to act of going after the waves which
is conveying that you must wait for Guinness but taking that action will give
you victory.
The lifestyle appeal that is shown is that the people that
are in this advert are quite healthy. It gives the target audience something to
aspire to and reach. The usp is used in this advert by having the classical
slogan Guinness use but not finishing it off. So, having the use of ‘good
things come to those who…’ and having the audience understand it shows the
popularity of it. The bran identity is what we see when we have a bird’s eye
shot of the sea foam appearing shows what the beer is like as it has a foamy
head.
The two organisations that regulate advertising content in
the UK are ASA and CAP. ASA responds to complaints and concerns from the public
and are responsible for banning ads that are harmful, rude, misleading or
offensive. CAP is responsible to offer authoritative advice and guidance on how
you can create campaigns and still manage to follow the rules.
The advert has mise-e-scene included which you see in things
like tv shows and movies. The iconography you have elements have a western
genre which we see as the first shot you have the man staring which links back
to the Mexican stare and have elements of sand and horses. There was a lot of
camera shots in this advert you had: an establishing shot, close-up (and some
extreme close ups), long shot, medium shot, birds eye view and worms eye view.
Because the advert was filled with action having all these cameras shot made it
seem quick paced like an action movie. With the soundtrack you have elements of
silence, but the advert mainly uses non-diegetic sounds such as soundtrack and
voice overs you never see the characters talk to each other in the advert. The
graphics that was used in this advert was incorporating the slogan at the end
of the advert. The lighting is natural along with having ambient lighting. The
natural lighting is from the sun and the ambient can be from set lights the crew
have.
About ASA and CAP [online] https://www.asa.org.uk/about-asa-and-cap/about-regulation/about-the-asa-and-cap.html
- accessed 24th January 12:32
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