Audience Reseach Methods

Re-Branding Chocolate Bars

Re-Branding

Throughout the weeks we have looked at 6 different chocolate bars that have lost their buyers. These chocolates we have looked at are perhaps chocolate bars that were once popular but have died down. It is our job to pick a chocolate bar and we brand it to a new target audience aswell as its last target audience. The chocoate bars we looks at are;

-Terry's Chocolate Orange

The terry chocolate brand has been running for over 250 years and is a chocolate that is made in york and has had many spin offs of the origina. It is a chocolate based chocolate with a taste of orange.

-Time Out

the time out chocolate bar was introduced to the UK in 1992 and was later introduced to other countries.

-Double Decker

The double decker chocolate bar was a bar branded by cadbury and was invented in 1976.

-Turkish Delight

The turkish delight was a traditional chocolate by the turkish and was orginally called Lokum it was introduced in 1777.

-Flake

The flake chocolate bar was also another chocolate bar that was invented by Cadbury, the product was first developed in 1920. It is still now eating but not by itself mostly with ice cream.

-Bournville

Bournville is a dark chocolate brand and was branded in 1861.

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Terry's Chocolate Orange Advert

Time Out Chocolate Advert

Double Decker Chocolate Advert

Turkish Delight Chocolate Advert

Flake Chocolate Advert

Bournville Chocolate Advert

Line Of Appeal

The Line Of Appeal With Different  Adverts

There are many different lines of appeal and each advert looks at its target audience first and then looks at the line of appeal they want to sell that product. First of all in advetrs there is always a message given whether it is to purely sell the product or to add interest. These messages can be through overt or hidden. A line of appea can be catergorized by which the target audience is. We established that there is a hierachy of people and different advets would stand out to different people and these people are; 

A- Higher (Manager/ Proffesional)
People that are categrized in this band would be those who manager other or have proffesions like surgeons or nurses.
B- Intermediate
This would then still be manager but for stores i,e bank manager, retail manager. Teachers would also fall under this bracket. As this bracket is where extensive training had to be done to get their.
C1- Supervisory
This would be the people beneath the managers, so those who will assist for example; sales person, shop floor supervisour. These peopel would of needed some training before this.
C2- Skilled Manual Workers
These are people that have to be trained in their job and cannot just start the job i.e electricians, carpenters.D- Semi/Unskilled Workers
These jobs are not hard to get as you don't need much training to get one of these jobs. For example this could be from shop assistances, dustbin men and so forth.

E- Pensioners/ Unemployed

 Lastly this catergory os mainly to those that do not work or are retired so they get their income from pensions or benefits. 
 Different Ways of putting the Message across:

-Overt

This is meant by a clear meaning being shown in the advert for example it may be you get a free chocolate bar if you buy three and the advert shows you the clear message as the person recieves the chocolate bar. This is straight foward and does not require for you to look deeper than the meaning.

-Hidden

This is opposite to what is meant by overt, a hidden message in an advert it typically more confusing and makes the reader think. These types of messages are not as obvious as the obvious meaning.
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There are also different emotional messages and these genuially would tie in with what kind of advert it is, what the product is they are selling. The different types of emotional line of appeal are; Solution to a problem, fear, concern, compassion and self-preception/social position.

Soluation to problem- This type of line of appeal would mostly be seen in video's that help with money. These could loan adverts or finding cheaper holidays, broadbands and so on.

Fear- This type of advert would be an advert that makes you scared, scares you away from something for example there are adverts on smoking that are there to scare you away from buying cigarettes.

Concern- A concerned advert may be very simular to a fear advert. As they would have the same kind of format.

Compassion- These types of adverts would be where you would feel sad about someone not neccesarily a product for example as a viewer watching charity (NSPCC, Trust Foundation) you have a sense of sadness for the children, animals etc.

Self-perception/Social poistion- This is where the advert has a subect or something you can personally idenitify and relate to it could even be that you aspire to be like someone.

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Celebrity Endorsement

Firstly Looking at many different adverts there are many adverts that use Celebrity Endorsement. They do this for all different reasons. The advert I have chosen to look at with the use of Celebrity Endorsement is the 'Pepsi Max'.

The 'Pepsi Max' advert uses Celebrity Endorsement and uses Beyonce. Celebrity Endorsement is where the advert uses a celebrity, adverts usually do this as it makes the advert more memorable and makes the viewers want to buy the product more as a celebrity has had the product.

Pepsi Max

The pepsi max advert is a well known advert that has just recently been aired, it is clear to say that by having Beyonce in the advert has made more viewers watch it. The pepsi max advert uses a set up location of a dance studio with a darkening atmosphere this makes the advert seem tense as Beyonce is dancing. It also makes sense to the celebrity Endorsement as the location and the Celebrity tie in with each other.

What is effective about the advert is that the advert almost shows beyonce as this new female icon as she has only just come back into the performing industry. So it sets a tone of where by she is advertising the pepsi and her 'Ms Carter'. Evidently this helps the brandind as she will be promoting the drink at her tour.

The advert uses Beyonce as a celebrity Endorsement in a very wise way. They use her as she dances and perfroms all of her most memorable hits and this makes the audience understand the advert as they can relate to it 'Oh I remember that dance routine'. They also have a very clear overt message of having her in the advert as it shows her in different outfits. This is effective as it makes the viewers aspire to be like her. They want to look 'beautiful' like she does in all her different outfits. They almost look up tp her as she is very pretty and has an amazing figure. Young girls and middle age women both would want to be like her. By having her drink out of the pepsi can towards the end of the advert would also make the public viewers to buy the drink as they would feel some acomplishment of feeling a bit more like beyonce as they would have drank thye same drink she has had.

There also seems to be another message in the advert whether it is hidden or overt is unanswered as she dances throughout the video it could also make the viewers feel like if they drink the Pepsi Max maybe they would be able to dance as good as Beyonce. It also makes her seem as she has a lot of energy, is this from the drink? This could lead the viewers thinking does the drink do this to them therefore tehy will go and buy the product to see if it does.

Indentification

The indentification of Beyonce is simply easier many people across the world know who she is, she is one of the most successful female artists and is also the worlds billion dollar music industry couple with Jay Z ever. Even if some people watching the advert don't know her they will still aspire to be like her as she has a talent.

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Solution To Problem/ Compassion

There are many different lines of appeal and the first one I am looking at is the solution to problem as this line of appeal is meant by having a solution to your problem (the viewer). These types of adverts are mainly seen through money adverts; bingo, comparing websites; as all these different aspects are in ways you 'can save your money' or get money to help with finical things. It is clear that within confectionary adverts it will be harder to find one that has this line of appeal. However the advert I have looked at shows some form of a solution to the problem. 

Cadbury Dairy Milk

The advert I have chosen is a Cadbury Dairy Milk advert, unfortunetly it is not on English but clearly shows a form of a solution. The advert shows a clear story line of the female being scared to tell her 'Boyfriend/husband' that she is pregnant and clearly has more troubles that are worrying her needs. We see the young female trying to say her problems into the mirror at 0.08. We can see from 0.08 to 0.25 her saying all her problems to herself and trying to find a way around saying them. This is where I feel the line of appeal 'compassion' joins in as this makes the viewers feel sorry for her in a sense. She is stuck in a situation that no one would want to be in and this is why the audience may feel sad for her. The compassion is not extreme it just makes the viewers feel comforting. 

At 0.26 we see the problem having to be addressed, she needs to tell her 'Boyfriend/Husband'. This shows a problem in her eyes as she is scared to tell him. We then see at 0.43 the problem being solved by chocolate this being the product they are selling. This almosts makes the audience feel like Cadbury Chocolate can solve any problem. They then go on to smile and almost celebrate the fact that she is pregnant.

I also feel there is a sense of compassion. The music plays at 0.38 causing this sense of sadness because it is a sad song. The couple then smile which makes the viewers relieved and happy for the couple so this contrasts from feeling sad at the beginning but being happy for them towards the end.

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Self-Perception/Social Position

The next line of appeal that I will be looking at is the line of appeal for Self-preception and social position. This is meant by two different meanings. The first one being where the audience/the public viewers can either relate to the advert, this could be simply through an average day to day thing that everyone does. It could also be meant where someone can link themselves to the advert, as in they can see themselves doing that. For example relating this to myself I watch programmes and feel more attached to adverts that have a sense of dance in it, this is because I am a dancer.

The other advert I have chosen is also from the branding Cadbury but shows a family based adventure. Which many people can relate to as they go out on family days. It also seems to show a boyfriend and girlfriend situation at 0.09 seconds which many young couples find themselves in with their parents. This advert uses those conventions to make the viewer feel like 'oh that happened to me'. Makes The viewers able to relate to the advert. When someone can relate to the advert they may feel to buy the product more so when they can relate.
http://www.youtube.com/user/CadburyUK?v=pf_aOlhjSJw
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Overt Message

Within advertising adverts typically would have a main message they want the target audience to remember sometimes this is through a catchy slogan that they repeat throughout the advert and sometimes the message is not that simple. An overt message is where the advert has a clear message to sell the product and is easily identifiable. Adverts that use overt message tend to want to make their advert message clear and precise. Having a clear overt message makes the advent memorable as it sticks into the viewers brain. For example adverts like compare the meerkat is very memorable as the slogan is continuously repeated and shows that there is no hidden message.

Haribo Advert

The advert I have chosen that seems to have a clear overt message is the Haribo advert. Haribo's are a well known sweet that have been around for a long time. After watching the advert I have chosen I realised the overt message is very clear to see. 

The haribo advert shows a young boy who leaves his haribo's on the side and the rest of his family keeps stealing them. This message is very clear and is almost seen very clearly in all of the Haribo adverts. You have the haribo character that addresses the viewers that the sweets are 'harry's'. He says at 0.06 'They're not yours' this shows that they are stealing the sweets and throughout the advert this is what happens. 

Using this clear overt message for the product makes the viewers think that maybe the sweets are really nice so everyone wants some. This can persuade the viewers to by the product more. It also has a clear over message of ' Do not leave your haribo's around' because this could lead to people eating them. Throughout the advert we see the little character addressing the main message by trying to get the sweets back this also makes it more humorous. At the end of the advert it has a slogan that everyone likes haribo's; children and adults like them. This shows the clear message as to why adults are taking a young boys sweets.

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Hidden Message

A hidden message is also used in a lot of adverts and this is to make the reader think without the brand giving them a specific message. This sometimes leaves the reader thinking about the product therefore they remember the product. Sometimes this also makes the viewer want to buy the product to see for themselves if what they thought was right. So the hidden message of an advert is not obvious. It is hard to find confectionary adverts that use the line of appeal as a hidden message as chocolate products need to be precise and not miss lead the audience.

The advert that I have chosen to look at as a hidden message is the advert on Dre Beats. This advert is an example of an advert of a hidden message and it uses the Celebrity endorsement to enhance this hidden message. The advert uses good looking people and celebrites to sell the product this helps them them make the audience feel inspired to be like them. The use of good looking people makes the viewers want to be like them which is where you see the hidden message. This makes the audience feel like if they buy the product they would be that bit closer to being either 'famous' or 'goodlooking' this makes the dre beats almost seem like they acessories to a persons image. Of course this does not deny that the beats are good but it also makes them look like they will enhance your appearance. The hidden message in this advert is clearly by wearing dre beats you are 'cooler' because famous people also wear them. This makes 'normal/ordinary' people have something to relate to celebrities, which is they own the same product. 

Case Study of Existing Advetising Campaings researching the role and impact of Advertiing Standards Authority (ASA) AND Ofcom

Case Study On Advetising Campaings

Underneath I will look at the different adverts that may have offended the viewers and look at what the main problems are for example harm and offense, young people copying and so on. I would be obtaining more of my information from the ASA webiste.

What is the Background of the ASA?

Firstly the ASA are the only organistation that are incharge of the advetising all togther, so they regulate the advertising across media. The ASA are under the Ofcom board and look at the advertising purely unless the advert needs full discussion. The independent regulator looks at the complaints that are withdrawn by the public, they also have the job of checking all media advertisig to make sure none of them breach the rules set by Ofcom. These aspects could be from the misleading of an advert, the harmfulness on a person in the advert.

The ASA where established in the 1950's and it wasn't until 1955 when commercial TV started broadcasting their adverts. In the 1950's the ASA were not the only organistatin that looked into the advertisments. In 1973 the radio commercial adverts were then launched an these also had to be looked at under control of the rules within advertising.

It was seen in the 1960's when all the industry agencies had to joint together and formed the commitee of advertising practice (CAP). However this was not see as affective as it came to the point where some sides of the commitee allowed the advertising of the product and some didn't this lead to confusion as the advertisments may have only been on billboards and not the radio and so on. This is what led to the ASA taking the lead role and becoming in charge and is now the only organisation that deals with all different advertisments.
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What is the role of the ASA in the regulation of advertisiments?

It is the ASA's job to adhere of any complaints about advertising from any sources, they also look over adverts prior to their airing if the product/branding ask to do so. So as the ASA they regulate all types of advertiments, this coud be from; TV adverts, billboards, radio and so forth. As said before it is the ASA's role to act towards complaints and retroactively checking the media to take action against misleading, harmful and offensive advertisiments. The ASA go through a process when regulating different adverts and underneath I briefly explain:             

 -Regulating Adverts 

They have to check that the advertisments stay within the rules they do this through producing surveys to the public to get opinons on the adverts and extensively look at the adverts.

-Before Advert gets Published

This is where all claims need to be established before the advert is being aired.

They are also incharge with other methods with the advertisments.

The ASA are funded by the advertisers this gives the ASA their independece. They are financed by the Advertising Stadards Board of Finance (Asbof) and the Broadcast Advertising Standards Board of Finance (Basbof). The ASA also recieve income, very little but from the seminars and premium industry advice services.
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What is the legal standing of the ASA in relation to Ofcom?

The ASA work in relation with two different organistions and for different reasons. They the ASA are incharge of advertisments but other regulators like Ofcom are incharge of media programmes. The ASA work with Ofcom in the broadcasting advertisments of Fair Trading which is the reponsibility of protecting the consumer in the UK. The ASA have the power to take the adverts down, if the advert does breach the rules and is complained about the ASA have the right to take it down or to get them to change. They have done this in some cases for example Cilit Bang gave out information that was not true therefore they had to re-do the advert. If the case becomes the ASA will act upon the Ofcom and ask for them to look into the advert and they may sometimes make the decisions, if it is serious.

This leads to the advertisers may have to amend their video therefore this will cost them more money and if they advert was to get withdrawn they would have wasted their money for no reason.
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What are the procedures of the organisation?

To make a complaint you would need to go on to the ASA website and make sure that you are making a valid complaint that is stated on the website. Once you have check this you would need to makes your complaint via the website letter or number and then the ASA will pass you on to someone who will look further in to your complaint. When you complain about an advert the Ofcom and ASA will decide whether the advert needs to be re-filmed or taken off the Tv or any other advertising sources. Some advertisers decide to go to the ASA and show them the advert before they pay to promote their adverts. They do this to save money and to decrease the amount of complaints that would get.

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Food & Soft Drinks

The advertising for foods and drinks is very limited it is important that confectionary adverts i.e chocolate, crisps, ice creams are not aimed at young children. To make sure they forfill this there are many rules they need to make sure they do not break and these can be;

>Children shoud not star in any confectionary adverts as it leads to the sweets being aimed towards young children.  It is not good for our bodies which is why adverts should not encourage young children to eat these types of products.

>Soft Drinks should also not be aimed towards young peopel espiaclly Coke as it has a high amount of caffiene in it which is not good for you.

>If the advert is not animation based they shoudl only use adults in the cast, by doing this it makes the target audience seem older due to the content.

Alcohol and Smoking
These points within advertising have their own set of rules due to the damage you can gain for the. Underneath I outline just some of these rules.
>Smoking is band from advertments regardless as they kill. The only advert allowed are those advert that try to stop you from smoking.
>Alochol adverts are not allowed to be advertised as being a good thing.
>Alochol adverts also have to have information about the affects of alcohol during the advertisment. They need to reference why alcohol is not good for you.
> Alcohol adverts must only show alochol with men when going to get a 'pint' after work. As its socialble.

 After understanding these terms and conditions within adverts. I have looked at other adverts that have been problematic towards children. I have done this so when I go to re-brand my chocolate and make an advert that I do not breach these rules. I understand that the product I will be re-branding would be a chocolate bar therefore I would need to look at the target audience. As I cannot aim my advertisements towards young children.

Breaking the rules adverts!
There are many different ways inw hich you can offend the viewers through looking on the ASA website I have come up with some adverts that where complained about by the public viewers and the first two I will be look at where the advetrs in regarding to sterotyping.

Trident Soft

The first advert that I will be looking at was complained about by the public was the bubble gum advert on ' Trident Soft'. This advert showcases a black man tasting the bubble gum and when he starts talking he has what seems to be a jamacian accent. This was complained about as the viewers felt that the advert sterotyped black people and made it seem like they all talk like that which they don't. The main problem was that black people were offended as the actor may not of been Jamacian but done a jamacian accent.

Although the advert was complained about by the public this advert was not witheld and is still able to watch. The ASA decided that the advert did not break any rules of theirs and the audience made a big thing out of an advert which was purely about the entertainment. The branding clearly throught this would be a good idea to make it more memorable through he convention of being funny/humerous with the accent of the man. The trident soft advert was not upheld however other adverts were upheld.

After looking at this advert I have come to realise that the public viewers complain about a lot of different aspects. I am going to make sure when planning and developing my advert on a re-branding of a chocolate that I will make sure there are no aspects that can possible cause any reasoning for the viewers to complain.

  Some people also complained about the advert as they could not understand what the actor was saying at 0.39. This advert has not been upheld and is still able to watch on youtube.

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Macdonalds

Certain products are not allowed to be advertised to persuade young children to wanting to buy the product for example the macdonalds adverts have changed over the past years and it is now that we see it has no links towards children. The advert have to stick to selling the product to adults not children. Within all there adverts they mostly use older cast members to act as they need it to reach out to that target audience otherwise their advert can get withheld. Underneath shows one of the macdonalds adverts. I have just gone over this as this is important that 'junk foods' are not aimed towards young children as it is not healthy for them. Junk foods are seen as bas as they can increase obesity and can also cause heart and liver problems.

As you can see from this advert the main character in this advert is a middle age man and even all the extra's in the advert are middle age and above to make the advert seem more so for adults than children. If not noticed macdonalds have also rebranded their whole shop and made it look more formal and sophisticated. This was mainly because they are not allowed to gear in young people in there shop. Before macdonalds used to be bright red and yellow and always had a clown this was very engaging for young children. Therefore there whole branding of the shop had to change.

This makes me look at my own advert that I will be re-branding a chocolate as I would have to look at the same things macdonalds had to in order to make sure I am not selling the chocolate towards a young age audience. Underneath shows how macdonalds have re-branded themselves to target a different age in audience.

The things I will need to bare in mind when making my advert are;
>How I will rebrand the chocolate to a older target audience 
>Not convey anything that will promote chocolate to young children

Problematic Foods & Drink Advertisments

After looking on the ASA website at all there rulings I have come across a complaint on the Kellogs Cereal, although this was based on an advert it was based on a poster. I still found it intriguing what people had to complain about. After I have previously looked at a Kellogs Advert. 

Kellogs

The poster was a coco-pops advertisement which featured a cartoon character 'coco the monkey' in school uniform which instantly associated the advert with children. The ad stated "Ever thought of Coco Pops after school?". This cased complaints as it automatically associated cereals that were high in sugar with 'school children' and also made it seem alright for children to eat cereal more than once a day. There were two issues and underneath shows the exact quote of these issues from the ASA rulings.

1. Twenty-six complainants, including Sustain: The Alliance for Better Food & Farming, challenged whether the ad was irresponsible, because they believed it directly targeted school children and encouraged them to eat a snack that was high in sugar.

2. Some complainants, including Sustain,challenged whether the ad was irresponsible because they believed it encouraged children to eat two bowls of breakfast cereal a day.

The Kellogs company replied to the complaints firstly by picking up they were not trying to encourage children to eat cereal more than twice a day but can be eating as a snack. They then went on to say that coco-pops were lower in sugar than other 'snack products' like banana's, yoghurts, toast and so forth. Kellogs then emphasised that coco pops are not bad for you and have iron, b vitamins and calcium when eaten with milk which is all good for young children. All of these reasons left the ASA to leave the poster as it was not harming no one and the deeper meaning was cereal can be eaten as a snack. Kellogs also added that 90% of children already ate an after school snack and left the coco pops cereal as a snack harmless. This advertisement poster was not withheld.

KFC Advert
Kfc were complained about through their advertisement on their advert. On the other hand this advert was partly upheld other than the Kellogs advertisement. The Kfc advert consisted of a young man dressed in kitchen overalls whilst preparing different types of food he says in the advert "When I was younger, I wasn't interested in food at all. I was interested in eating food; very interested in that!" The whole point of the advert was the the young man was making/cooking fresh chicken by hand and then giving it straight to customers that we saw eating it.

The first complaint was about the chicken all being fresh chicken cooked and the audience felt mislead by what the young man was saying because the only chicken they have which is un-boned was the chicken he was preparing which made what he was saying not very accurate. The viewers also felt if the advert said they prepare fresh chicken everyday that the customers should expect this however that is not true, so what kfc were saying seemed misleading. Although we know Kfc didn't mean exactly like that it was more of a slogan but the viewers took it more seriously. After looking at the three different complaints which I quote beneath; 

1. 18 viewers believed the ad was misleading because it claimed the food was fresh and prepared in store whereas they believed the food was prepared off-site and the chicken was delivered frozen.  

2. One of the viewers also believed the ad misleadingly implied the chicken was delivered daily, which he understood was not the case.

3. Two viewers, and one of the viewers mentioned above, believed the ad misleadingly implied that the chicken was grilled rather than fried.

The overall perception of this advert was not all the information KFC were giving were valid and almost seemed misleading this led to the ASA taking action and partially being upheld. This meant that if the advert wanted to be aired again there would have to be changes in the content.

Adverts And Their Brands

Advertisement & Its Benefits

Within Adverts they try and sell their product and say what makes their product better than other products and why you can benefit from buying their product. This is a tactic to make the audience buy their product. All adverts try to establish the good things about the product. Within adverts that are purely trying to sell their product that would have five different aims to get across within the advert and these are;

> Benefits Offered

(What the target audience can benefit from buying the product)

> Advantage Over Similar Adverts 

(What makes this product better than the other similar ones)

> Unique Selling Point 

(What does this product do that no other product has or does)

> Lifestyle Appeal

(How will the product enhance or compliment their lifestyle)

> Brand Identity 

(How does the advert position the brand)

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Magnum Infinity

My first advert that I will be looking at in terms of the use of benefits that the product provides is the Magnum infinity advert. This advert is trying to sell the popular ice-cream 'Magnum' but has come up with a new version of it therefore the brand have found a unique selling point of this ice-cream over the older ones.

Benefits Offered

In the Magnum Infinity advert there are particular references that show the benefits of this product over other ice cream products that are similar. The first benefit that is spoken about is that the Ice cream 'Grows Back' although this is ambitious because the ice cream will not grow back at 0.14 seconds the actress says it grows back this is seen as a benefit of the product because it makes it seem like the ice cream will never finish. This is effective towards the viewers as it will make them believe that the ice cream is worth their money. 

Advantages-

The advert displays the benefits of the Ice-Cream growing back as an advantage through the female eating the ice cream at 0.12-0.15 seconds. As it shows the viewers that she is enjoying the ice cream and it seems to 'never end'. They showcase this through her facial expressions as she looks like she is enjoying the ice cream this entices the viewer to want to taste the ice cream. The benefit that is offered of the ice cream grows back is said through a voice over which is clear for the viewers to understand.

'Longer Lasting Pleasure' this sentence I quote from the video at 0.39 seconds as this is also made as a benefit of the product and ties in with the advantage of the ice cream growing back. This benefit is displayed through voiceover that sounds very persuasive and almost like he (the voiceover) has tasted the ice cream and agree's with everything he is saying. This all interlinks with what is shown on the screen of the ice cream growing back and the other ladies response being that they are amazed by the fact that it grows back. 

Pitfalls- 

Although this benefit seems interesting and exciting the branding have not put inconsideration their pitfalls. The main downfall for the brand is that they are almost lying about the product to sell it this could leave customers unhappy as the ice-cream does not grow back like the video says. However at the end of the video at 0.52 the voiceover does let the viewer know that the ice cream does 'not last forever' so its almost like they are going against what they first said about the benefit of the Ice cream.

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Advantages over other similar products
The first thing that jumps out to me that overlaps their benefits is that the Ice cream has a 'Longer lasting Pleasure' this almost seem like an advantage over other ice-creams as they do not last for as long perhaps. It also makes it seem like this Ice cream is very pleasurable than other normal ice creams. I also add if the ice cream last longer this could mean that the ice cream is a bigger portion that other ice creams, so this is an advantage over the similar products as buyers would prefer to spend their money on something that will last longer. 

The ice cream also seems to look different to the original magnums and looks different to other ice creams as it shows that it is not just an ice cream that has a flavour on top it also has chocolate mints inside it as well. This advantage is seen towards the end when the advert shows a simple magnum infinity in the screen which looks tasty. From 0.42 to 0.47 it shows the making of the ice cream and what is in it. 

'Made with special Coco and Coco mint' this makes the product unique just by the use if language by saying that the ice cream is made with 'special' coco this almost makes it seem like no other ice cream has the same ingredients as this one. This is effective as it makes the viewer want to buy it as the on screen image makes it seem extravagant by the chocolate being melted on to the ice cream it is these types of  images that make the product stand out. 

Its Market!
If I was to look at the market competition of this ice cream I would look at the mars bar ice creams as this Ice cream also would have the same taste as the Magnum and therefore the magnum needs to identify its strengths over their competition.

The image above shows its competition and how both products look similar therefore the branding product had to come up with its unique selling point in which makes this product different to its competition and we see this through the ingredients being 'special', the ice cream lasts longer as it grows. The last thing I want to look at which makes the product seem different is the description of the ice cream at 0.42 till 0.47 as the voice over says its an 'Intense chocolate pleasure' this makes the product seem expensive and coated with indulgent chocolate that is 'intense'. 

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Unique Selling Point

I have already looked a bit into the unique selling point of this product and I would say it is mainly the use of that the product last long through the ice cream growing back this is outrageous as we know this cannot happen but it makes the product seem unique which makes the buyers want to buy it and see if the taste stays with them for long. The advert emphasises their unique selling point throughout the advert using repetition as it always relates to their next point. There are three different points in the advert where the sense of the ice cream growing back is emphasised and these are; 0.14, 0.41, 0.46.

Judgement- If I was a customer viewer and was watching the advert I would think that it is unique the selling point but does not make the ice cream any different to its competitors as we know as viewers that an Ice cream cannot grow back. I probably would of found the product more appealing if they made it seem like the contents of the ice cream where different in some unique way. I'd also look at the point of they say it lasts long but if as a buyer I wanted ice cream that would last for days I would buy a tub of Ice cream.
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Lifestyle Appeal
Looking at the advert the lifestyle appeal is not enforced as Ice cream is not genially good for your body and want help you much in the future. However looking at their slogan at the end 'For Pleasure Seekers' it makes it seem that the product will satisfy your needs and will be pleasurable. By looking at the advert I can establish that the product is aimed towards middles age people and mainly towards females as it is females that lover chocolate the most. I can understand the advert uses middle age people to make it seem directed to that target audience as chocolate adverts are not suppose to be aimed towards young children as it is not good for their health. 

Selling Product-
The brand sells the product towards this particular audience as it shows them if they are working and are seeking some pleasure through working that the ice cream will satisfy them. This almost makes workers want to go to work so that in their break they can go buy one of these ice creams. At 0.22 the product looks like it can compliment a persons lifestyle in terms of them working as it helps them want to work because of the knowing that they will be eating a Magnum Infinity.
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Brand Identity
The magnum brand is owned by nestle which is a bigger chocolate brand which is very successful the magnum ice cream brand is one of many that has been going for a long time. The original magnum was later on rebranded as the magnum classic which made the ice cream seem more classy. The advert that I am looking at is also a newer ice cream than the other ones and needed its own selling point. The magnum brand have many different magnums and all have different selling points.

The brand is portrayed throughout the advert through the shop the lady brought the ice cream from was a magnum shop. At 0.37 there is an establishing shot of the brand behind the ladies crowding which shows the logo is seen throughout the advert. At 0.58 we see the the logo of the ice cream which is effective as it is the last thing on the viewers mind.
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Coca Cola

The next advert I have chosen is a soft drink advert by coca cola. I have chose this advert as this is a very established branding of drink and is broadly known therefore it would be good when comparing coke to another brand like pepsi. The coca cola brand was introduced in 1886 and has has many re-inventions of the brand when making different favours i.e coke cherry, vanilla coke and many more. This brand has been around for so long that it has had to continue re-inventing itself making the product still popular. The coca cola advert I have chosen to look closely at its benefits showcases many different things that I believe make coca cola an established drink. 

I also think it would be good to see how the different products have different selling points as one is a drink and the other is a food. Ice Cream is not good for you so lying to the audience saying they will benefit from eating it would not be good whereas the coke has a new branding called diet coke which is for those that perhaps need to lose weight. So both adverts have different reasons for the selling of the product. Ones for enjoyment and the other is for lifestyle.

Benefits Offered

The main benefit the brand seems to offer is the fact that coke brings people together this is said at 0.04 seconds. This seems like a major benefit rather than something persuasive because it is believable. This is effective as this is a big benefit as by bringing people together it allows people to make new friends, come together; this could be to do activities, which leads to the whole scenario of losing weight by drinking 'Diet Coke'. It establishes the main benefit by showing the viewers how it brings people together and this was seen throughout the olympic time as coke was given away for free during the olympics torch relay and the ceremony which helped people communicate as they would have been talking about the new shape of the coke bottle. This was effective because the brand are not trying to find a unique selling point they are stating the truth from what they have gathered. For example over the christmas period there was also a christmas van with cokes in it going to different shopping centres this also helped people come together to celebrate christmas. This also had people taking pictures at the van as well. 

The three main benefits that are high lighted in the advert through coming together are; to celebrate, to enjoy and to remind us what we all have in common. We see this in the advert through past events i.e the football match, the people celebrating and this is all spoken about through a voice over.

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Advantages over other similar product

The main advantage that is seen in the advert is that coke is the only soft drink to of made an additional coke that is for diet purposes and therefore has less sugar levels and this is 'Diet Coke'. At 0.31 to 0.36 the advert establishes what is wrong with the UK being obesity and show the new coke they have designed to enhance a persons lifestyle. This comes over as an advantage over its similar products as it is better to drink this drink than your other drinks like pepsi. 

Another advantage they display about the product is that they have a new portion of the drink being that it is smaller this makes it better as it would be less sugars that you are consuming and as a viewer you would prefer to drink a drink that is less harmful towards your body. 0.37 to 1.00 shows the main advantage I quote from the advert ; First zero calorie soft drink made and smaller portions made. 

Comparison- Looking at coca cola's main branding competitior the coca cola have come up with its very own unique idea making their product sell more this is by making the sugar levels less and they have also imprinted the sugar levels on the front of the can which shows the buyers that the drink is better than pepsi. By making coke seem more healthy than pepsi makes the viewers want to buy it. The coca cola brand have also invented other flavours making new re-brandings leaving pepsi only having its original flavour and no new branding. 

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Unique Selling Point

I have already closely looked at the adverts unique selling point and this is by making a new version of coke with no sugar calories and also by making smaller portions of the drink so they are not as bad for your body. 

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Lifestyle Appeal

The lifestyle appeal is the main aspect that the brand are trying to emphasise on and this is also their unique selling point because the advert are almost saying that coke is the only soft drink that unites people as we saw this during football matches, throughout the olympics and through the christmas period. The main lifestyle appeal about this advert is the increasing of the obesity rate and this drink will decrease this as it has less sugar levels than other drinks. at 0.26 the advert addresses the issue of weight gain and then show you the lifestyle appeal of their drink 'diet coke' this would enhance a persons life and compliment it by helping people lose weight and not gain weight. This is effective towards the audience as they would not have to look at what drinks they are drinking they can just concentrate on their foods they are consuming. 

Another lifestyle appeal that is addressed in this advert is that the drink brings people together and this will enhance a persons life as we can see at 1.28 onwards that it helps people make new friends and also take part in physical activities like football seen in the advert and this leads to lots of benefits on the viewers body as they will lose weight, gain cardio and will feel more fit. By the advert using the footballers towards the beginning at 0.05 makes it seem aspirational and that if the viewer was to buy this drink they called almost follow in their footsteps.

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Brand Identity

The coca cola brand has continuously tried to re-invent itself by the way the coke cans look. As the years have gone on the coke bottle and cans seem more colourful and classy from the old version. Throughout the advert when someone is drinking the can the coca cola logo is always seen in the background for example the first time we see this is at 0.02 seconds when the lady is drinking coke with the coke logo behind the advert also takes the viewers on a journey swell from when coca cola first came out and it does say the brand has bee running for over 125 years and this shows how coke is one of the most well known logo's whether through confectionary stuff or brands all together.