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.
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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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.
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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.
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