Looking at How Advertising Works - 21.09.23
Levi Jeans Commerical
For the start of the project, we had to have a look at how advertisers used different techniques and processes in their advertising to convey different emotiins and feelings for consumers like us to entice us into buying their products.
The first advertisement that was shown to us was the Levi Jeans commercial for the 2002 era
It is shown below;
As the video shows a very intriguing way of advertising, but overall does not show what the brand is about until the logo and slogan is shown at the end of it all.
The concept of trying to pull the consumer into the advert by intriguing them works really well, but at the same time, there is nothing about what the brand is throughout the advert. Maybe after you have watched the end of the advert and find yourself watching it again, then maybe you can notice the jeans but from the first watch, it does not work at all.
The only thing that could entice the viewer into watching this wears off too quickly and would make audiences confused as to what the brand is trying to sell.
Nolan's Cheese Commercial
The second advertisement that was watched during lesson was Nolan’s Cheese, which featured many different things that could entice the viewer into getting the product.
The video is shown below;
One of the typical uses in a commercial is the use of music and to use “Top of the World” by the Carpenters would have cost the advertising company a lot of money as this would need to include licensing fees. Alongside the use of “The End” by the doors whilst the mouse is dying and “Eye of the Tiger” by Survivor when the mouse is using the mousetrap as exercise equipment, this would add more cost to the commercial. This way of animating something does not take too much money as it looks like it was made by using stop-frame animation.
At the start, the consumer thinks of what the mouse is doing with their day-to-day life. This activates the intrigued emotion as to what will happen to the mouse. After seeing the mousetrap, the advert shows that the mouse might die as an implied feeling that the audience will feel. The worst happens and we start feeling sad and empathetic towards the mouse, but then shock, as the mouse starts pumping the mouse trap as an exercise thing after being able to eat the cheese before anything happens to the mouse.
Overall, this advert is a much better example of trying to entice the audience into buying the cheese as this would give the impression that you can do anything when you eat the cheese and anything that is memorable within the advert can link back into being able to relate to the cheese.
Panda Cheese
Another funny advert that we watched was the advert about the Panda dairy products.
This set of advertising is really memorable as even I have remember this advert to all the way till now. The advert is shown below;
This advert starts of by someone offering something from the brand and with the other person declining the offer for the cheese. Then the camera cuts into a panda that is randomly within the flroom. Then the audience is shocked as to how the panda reacts as this would randomly start flinging things and destroying things to show some anger as to why the person does not want to accept the panda.
This is a very memorable advert due to the fact that the advert shows shock and humour for the advert in conjunction to the whole product being shown first too which is different as to showing them at the end, which was very popular to do within that era of advertising.
Cadbury's Gorilla Advert
The last advert that was also shown today was the Cadbury's gorilla being a drummer, which is shown below;
With this, it features the now iconic Gorilla, which can be seen as an animatronic in Carbury world in Birmingham. The advert also shows the iconic purple that is associated for the brand. This does not really show what Cadbury’s chocolate is, but is really memorable as it features iconic and recognisable things, which makes it a timeless advert, to the music to the use of colours and also to the very recognisable gorilla for the advert.