In this research I got groups of 5 people in 5 different groups and ask them these questions:
1: What do you think about an advert for an energy drink that starts off as a person that wants to start free running as he see some people doing free running. So then he drinks this energy drink and starts free running with this other group of people. The story is the energy drink makes him able to do free running. What are your thoughts on that?
Group 1 (16-20 years old): Yeah we like that idea; a lot would work and be simple to create. Effective and to the point will be a create idea if it’s aimed at us youngster.
Group2 (28-40 years old): The idea is good and will be great for an energy drink.
Group3 (55-67 years old) Good idea as it’s aimed at the younger people, and we reckon it will work very well.
2: What do you think about an idea were its group of mates playing football and one of the players is really bad at it, he then drinks this drink and becomes really good. What do you think?
Group1 (16-20 years old): Yeah good idea a bit boring and might need some more added to it.
Group2 (28-40 years old): The idea is okay but need something else.
Group3 (55-67 years old): Yeah we all like the idea. It will be good and easy to create as well.
In this research I am going to be looking into how two different types of adverts are constructed and see if I can use any of these ideas and techniques in creating my TV drinks advert.
In this advert it is very summer based for example with the location on the beach in the sun. The advert bases itself around youngster (Older teenagers) which I believe to be the target audience (14-28 years old). The sound is fairly simple and is just a song playing but I am not sure if it was a song specially made for the advert as it uses the coca-colas slogan of “open happiness”.
The editing of this is fairly simple just a verity of quick cuts to build enthusiasm and excitement, this makes the viewer hocked and more likely to watch the whole advert. The advert ends in the animated coca cola sign and then the slogan “open happiness”.
The story line of the advert is a group of youngsters that are on the beach and then run into the sea to this massive coca-cola bottle that has a fan in the middle which pushes you up and out the top. I think that the story line is to show that when you drink some coca-cola your happy. So that’s the selling point of the slogan and the advert. The advert only has youngsters aged 16-23 in this is properly because the things the people are doing is very lively and that age group are considered the most lively and active. I also believe the target audience is around the same age group (14-28 years old) just because the advert is so active, bright and joyful that I don’t believe there is any other age group that matches for this advert. The produces aim the ad at them because of the choice of music, quick short cuts, and bright sunlight and placed on the beach, all these things make the advert very aimed at youngsters aged (14-28).
I think the genre of this advert is adventure because the people in the advert basically are going on an adventure on this floating bottle with a fan in the middle. The message and value of the advert is that drinking coca-cola will make you happy and have a good time with your mates.
I think this advert is very effective in the way its filmed and edited, I also think this advert makes the viewer be more likely to go out and buy the product. Coca cola is the highest grossing frizzy drink in the world, so coca-cola can spend a lot on adverts that are aimed at different audiences for example the one I have just reviewed (14-28) and the Christmas one in my Secondary research (Everyone, family).
The second advert I am going to be reviewing is a Pepsi advert. This advert is one of my favourite adverts and because it made me laugh the first time I saw it.
Advert 2: Pepsi Max: http://www.youtube.com/watch?v=xk39fjgX9J8&feature=related
This advert has a basic story line were a group of friends are trying to set on of their mates up with a girl at a bar, he ask first if she`s wants other drink but she say no, so the other friends film a fake news report were they say an asteroid is going to kill everyone and that if there is anyone near they that they should be with them, so this girl falls for it and kisses him.
The editing in this is once again kind of basic and simple in the way again for example medium length shots and fairly well spaced out through the advert. All the shots are mainly medium close ups with medium timed cuts and the cinematography are all well framed and placed shot. You would think this made the advert boring but the adverts storyline is the selling point. The setting is in a bar were people are just drinking normally until the news say a asteroid is going to hit the earth, the setting is also in some back room were the fake news feed was filmed. The setting is good because the viewer thinks as a bar as a day to day place.
In the advert itself there are three main characters, a girl and the background people in a bar. The three main characters are middle aged men 30-40 years old, which is odd as most men that age are married. They represent men in this as liars and would do anything to get a girl, but what the advert is saying you can get a girl if you drink Pepsi max.
The audience to this advert is everyone as most people would find it funny, but I think the target audience is for all men aged 16-50s and groups of male friends. Mainly because the advert is about a group a men pulling women in a bar and any cost. The producers aim the ad at them because of the whole bar scene and the whole storyline really.
The genre is kind of comedy which makes it good and funny to watch. There are not mainly similar advert to this that’s why I think it’s a really good and cleaver advert. The message in this advert is that Pepsi is a lads drink and is good for planning things with your mates.
I think this advert is very clever and well thought about even though it is not very technically brilliant it has a good story behind it. The advert is very good and my favourite out of the two because of the story line.
Adverts are a big part of soft and fizzy drinks selling points, for example coca-cola spent: $2.6 billion in 2006 on advertising but because of this coca-cola is the leading company in fizzy drinks. There advertising consists of posters, TV adverts, radio adverts and internet media advertising.I think coca-colas most popular advert is the Christmas one were the child chases the coca-cola Lorries through his town: http://www.youtube.com/watch?v=TvDS_pRjI5c
Coca-colas target audience is not just one group of people really but everyone for example families and mainly younger people 5-20 years old is the most likely target audience. I think they have chosen families and younger people because that’s were they could make the most money. An example of them using families and young people as target audience is that they use a lot of kids and younger people in their adverts and they also use the families in there advents, sitting round the table all drinking coca-cola. This makes the viewer think it`s a good drink that the whole family like. In their poster adverts they are usually very colourful and bright, this is properly because they want it to be eye catching to people, for example the poster at the top of the page is very colourful and coming out of the coke bottle is people dancing, butterflies, lips and all sorts of things that involve energy and life.
In the last few years coca-cola slogan has changed over the years for example the new one is “the Coke side of life” which I think they are trying to say that it gives you energy and makes you full of life. The title Coca-cola logo has stayed the same the lay out and text has not changed that much since the drink was first made in 1806.
Other companies for example Monster Energy, advertise their drink through rally cars, clothing and all kinds of racing sports, which will be a lot cheaper than TV advertising and in some chases more effective if the target audience is sports and men and young people that are watching sports.
The logos of these brands are completely different Coca-colas is red and just writing were Mosters is a big green M that looks like crawl marks and then the writing underneath. They are both very colourful and one of a kind.
Logos
There are many different types of logos for all the different brands, these vary from the simple ones like Dr Pepper which is just text, and then there is the more interesting ones like the Monster Energy drink. Here are example of different designs of drinks logos, adverts and selling ponits:
