In today’s beer market there is steep competition especially in the craft and flavor beer segments. The ad I selected this week is “ Granny Smith: Redds Green Apple ale”. This is the link to the ad https://www.youtube.com/watch?v=WXMtlktjmg0&list=PLcdp7aRD25al_WofJvE1_LilcTQzjXJE7&index=3.
The ad starts with two millennial men in a convenience store mulling over a beer purchase. The ad takes a unique angle from the inside of the beer cooler full of Redds Green and original Apple Ale looking out at the men in the store. Their thoughts are interrupted when one of the men is hit in the head with a granny smith apple. He falls to the ground and comes to his senses that “ he will get a Redds Green Apple Ale, of course.” The camera pans out to reveal
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a “Granny Smith” character in a motorized scooter confirming their purchase decision and telling them she likes to party. The tagline is “ Brewed like a beer. Tart like Granny Smith.” The ad is placed on television, online and on social media. I believe that the Redds Green Apple Ale ad stands out from its competitors because of its proper segmentation, Slice of Life and Personality Symbol approach, unique camera angles, and memorable tag line (Belch, 2015). PR Newswire acknowledges that, “Redd's Green Apple is receiving marketing support across all channels, including the introduction of the character "Granny Smith," a tart old lady with an unexpected sense of humor. “(,) Redds Green Apple Ale segments its marketing efforts to match the demographics of a millennial craft beer drinker who is college educated in the middle-class with enough expendable income to buy Redds Apple Ale as compared to cheaper beer alternatives such as Natural Ice (Belch, 2015).
The ad adheres to psychographic segmentation by matching the lifestyle of the millennial on the go and looking for a convenient fun beer to match their fun-loving lifestyle (Belch, 2015). The Redds Green Apple Ale ad plays off of the common sense technique that is still used today by V8 juices with their slogan “ Should have had a V8” is remarking similar to the apple hitting the protagonist in the head and then them exclaiming “ I will have a Redds Apple Ale”. It is a tried and true technique that is similar to V8 but not entirely obvious.
Slice Of Life is utilized to show the problem of not knowing what beer to choose and the apple hitting the main character over the head to remind him of Redds as a solution. By using Slice of Life the ad has a humorous undertone and matches well with the target consumers lifestyle. Personality symbol is done well with the “Granny Smith” character that is revealed at the end of the ad she is sweet and sassy like the new green apple beer. Redds does a nice job developing her character and “Fans can find Granny Smith in TV spots, social and digital advertising and learn more about her at
MeetGrannySmith.com”(,). The most striking feature about this ad was the unique use of camera angles. Redds Apple Ale competes with several other apple beer and apple ciders brands and sample advertisement from Angry Orchard, Strong Bow, and Johnny Appleseed can be found below: Angry Orchard https://www.youtube.com/watch?v=J_MZD0ba7Ew&oref=https%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%3DJ_MZD0ba7Ew&has_verified=1 Strong Bow https://www.youtube.com/watch?v=iVNCCxg5gLA Johnny Appleseed https://www.youtube.com/watch?v=b5Fb8jPpvFQ Redds uses unique angles such as inside the beer cooler, from the floor with the apple, and panning over to reveal “ Granny Smith” all within 15 seconds. Lastly, the ad features a memorable tagline Brewed like a beer. Tart like Granny Smith. The tag is simple, to the point and further develops the Granny Smith character and debut of the specific apple ale.
The advertisement opens with Dean Winters in a black business suit with a butterfly band-aid on his upper right cheek, just below his eye. Winters is in the back seat of an SUV. He is holding a purple and yellow sippy cup, which has two handles on either side of it. In his lap is a gallon size bag of Cheerios, which he is consuming with his left hand. On his left is a grey sun blocker; most mothers have to protect their children from the sun while they are in the car. On Winter’s left, a clothes hanger has a pink and green cloth ball tied to a purple string. Winters has crumbs covering not only him but also his car seat. Behind his car seat is a yellow blanket. As soon as the commercial opens, Winters is screaming "Mommy! Mommy! Mommy! Mommy! Mommy! Mommy! Mommy!" Three seconds into screaming, he looks directly at the viewer with a sly...
They make the cheeseburgers look like they had just made them with the freshest ingredients and best meat McDonalds could find. Although anyone who has eaten at McDonalds knows that the ingredients they use are the farthest thing from being fresh, so in making the burgers look nice and fresh it makes the burgers look better then what they really are driving in a crowd of people hoping to eat a burger from the ad only to be disappointed to find the real burger is all around not that impressive. The color choice of the back round of the ad being red, normally wouldn’t raise any eyebrows. What people don’t realize is that red stimulates aggression and speeds up your metabolize making you hungrier and hungrier until those three big juicy cheese burgers look like the best thing in the world. The shaded diamond shapes in the background actually symbolize the concept of choosing so it would make sense to put it on the ad to want them to chose one of there cheese burgers. The positioning of the cheeseburgers is in a pyramid/triangular design that displays structure and power. The display is quietly giving someone a slight feel of power wanting him or her to buy the cheeseburger that made him or her feel good. The only times any of the words on the ad are capitalized are when the ad is naming the cheeseburgers. The company is trying to make the burgers the most important thing on the ad by
The ad features Kobe Bryant playing basketball at a court in California. The vitamin water bottle acts as his opponent. Kobe is wearing a black shirt and white basketball shorts. His outfit is simple so it doesn’t take away from the product. The ad is saying Vitamin water can give one the power to help get to your goal.
This AD is about an alcoholic beverage called Captain Morgan Original Spiced Rum. When you first see this AD you can clearly see that the focus of this ad is to make you want to drink. It jumps out and says “drinking is cool”. It’s saying not directly but indirectly. The focus of it is to make you want to buy this beer because those people are drinking it. They’re having a fun and great time, so the ad can get those people that want to have a fun and great time. The tone of this ad is pretty funny. As you can see the headline of this ad says, “take off your pants and stay a while”. You can make different interpretations of this ad which makes it even funnier. The voice is also very funny, because of that line. The language is quite funny to me, but some people that do not understand it probably would not enjoy this ad. Some people might think the language is ridiculous and inappropriate. Most young people would find this ad very natural to them. I am not saying that old people wouldn’t like this ad, but some of them might not get it or understand the humor of the ad. It all depends what your definition of humor is. The audience is mainly designed for younger people. I can conclude this by seeing that all the people in cabin are young, maybe in there 20’s. Also they could be snowboarding and not a lot of old people snowboard. So this ad is mainly to attract the younger folks. The design of this is pretty thought out. The whole logo is in red, and the ad is in black and white so they try to catch your attention by doing that. You turn the page in the magazine and all of sudden you see “take off your pants and stay a while” you probably are going to see what the ad is all about. I think its smart advertising that they have the main logo in red and the alcohol colored but the background in black and white.
The propagandists use informality to sound more convincing and imply that “your dad” is a role model, creating good impressions of him. As in “he got two numbers in the same night”; meaning that his sagaciousness is a glorified quality, not every man is able to do it; and in “damn right he drank it”, emphasizing the action – almost an obligation as a man – of having sex with more than one woman. The ad tries to persuade readers with the concept that “their dads” correctly follow the ideals of manliness, so in order to be “real men” they should be like “their dads”. Since the father figure drinks Canadian Club, so should the
Over time the use of alcoholic drinks has become an increasing problem. Budweiser is a company that makes and sells alcoholic drinks. Although they are well aware that the alcoholic drinks can be harmful when they are over used. To advertise their drinks they made an ad that not only advertised the drink but at the same time shows people that drinking and driving is dangerous and not only hurts the people doing it but also others around them.
The target audience is both males and females in their late teens to mid twenties. This company gets the male side of the equation by getting their attention and interest drawn to the attractive woman on the right with bright colors drawing your attention there as well as the bottle of whiskey which is right in the middle of the page. Then what gets these peoples attention to stay there is the fact they have an incredibly good looking female who is posing in next to nothing. Then a way that they try and get the females to look at the advertisement and read it is by showing a very plain girl who seems to be very typical of girls during their younger years. Then beside they show the same girl who now has become a women who is very attractive and just seems so much more powerful and sure of herself. One way that you can achieve that is if you drink Evan Williams Kentucky straight bourbon whiskey.
The commercial opens with a dry voice trying to sound like a sportscaster while introducing the commercial as a Band of Brands conglomerate, while panning over the Grand Canyon with a Newcastle Brown Ale label suspended in the middle. The commercial pokes fun at itself by talking about how this commercial is the best thing the marketing team can come up with, and that the advertisement
It was amazing how Gatorade uses the image to speak the message to the audience. There was a limited amount of word choice because the image itself did most of the talking. The message is established by the athletic model, specific choice of colors and the typography. Also Gatorade uses Ethos and Logos to attract the buyer’s attention. These appeals are successful rhetorical tools that urge the consumer to drink Gatorade. By using these elements, they bring together an advertisement that convinces readers to drink Gatorade if they want to stay hydrated and
The advertisement's rich red coloring immediately strikes a viewer with exciting and salacious overtones. The red lettering, border, cigarette package, and swimsuit all emphasize social and physical pleasure. The other colors' absence only strengthens the red coloring's implications.
The two ads ‘legend of the lemon tree’ by solo and ‘add a little sparkle’ by Mount Franklin are two brands that sale drinks. In Solos add they tend to use strength and fitness in their ads because that’s what men want to be like so they will drink what they have made, Mount Franklin uses sex appeal in their ads played by Jenifer Hawkins they would attract both men and women because women would want to look like Jenifer Hawkins. In ‘the legend of the solo man’ the message is that if you chase lemons in a container throughout your neighbourhood you will become strong and you will have get solo at the end. Solo wants you to buy solo and be like the Solo man. The message in Mount Franklins ad is that is you drink their water you will look like
In other words, the product advertised is displayed with people celebrating youthful love and having the best time of their lives expressing American culture. Coca-Cola is portraying young lives who decide to purchase the product enjoying journeys, friends, entertainment, and endearment. Due to the elevating music followed by adventures and meeting new people, the commercial did an amazing job of catching my attention as a member of the young adult community, to buy and share the
Apple is “the world’s most colorful company,” Linzmayer, Owen . Apple Confidential 2.0. 1st. San Francisco, CA: No Starch Press, 2004. When looking at its meager beginnings Apple’s influence on the media could only be described as unique. Their product, style, and overall beliefs make the Apple Corporation a multi-billion dollar company with a general appeal for all ages. It is getting harder and harder to be an individual, so with Apple you can “rise above the norm” and be unique. Recently, this unique corporation has taken the media by storm, with their new line of products. Right along side these new products are a full line of new commercials to go along with them. These new commercials spawned from years of creative marketing done on Apple’s part. Studying the history of Apple is necessary to understanding their influence upon us today.
The first advertisement I found was from the AARP, showing a silver-haired woman in a red gown. The tagline on the advertisement said "To most marketers, consumers die the minute they turn 50." This statement pointed out that older people aren’t getting the advertisements they deserve. I found this interesting since it was the exact conclusion I had come to mere moments before. This advertisement could be extrapolated to show the stereotypes that older people don’t need to be advertised to because they are not a profitable population. It could be getting at a commonly held belief that as one ages, they become more and more predictable and less accepting of change. Therefore, they are less likely to buy a new or different product, and thus advertisers should not even try. Presently, the commercials and ads seem to all be pointed at 18 to 25 year olds who only care about sexy people, beer, and sports, an interesting phenomenon which was easily visible in my search.
For many years, beer has accumulated the mainstream idea that beer is typically consumed in the party-type scenes. It has also created a popular thinking that young men that drink beer are manly, wild, girl-loving, partying individuals. Recently, however, it has seemed as though beer companies have begun to stray away from that way of thinking and have begun forming a new ideology. That being, that beer is an alcoholic beverage that can bring people together to have a good time. Guinness has taken this way of thinking and pushed it even further. With this ad, Guinness wants to show that men who drink beer can still be manly, but also sensitive, sympathetic and supportive at the same time. They show these qualities through the actions of the men playing the basketball game.