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The role of celebrity endorsers in advertising
Effect of social media on branding
Celebrity spokesperson effectiveness
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Mount Franklin’s ‘Add a little sparkle ad’ and Solo’s ‘Legend of the lemon tree’ was the two ads that our class received to do our ad comparison. Both brands have a similar product, they are both drinks, Mount Franklin’s ad was about their sparkling water, and Solo’s ad was about their lemon flavoured soft drink Solo. Both brands target similar audiences, but Solo is more targeting Men in this ad whereas Mount Franklin targeted anyone that prefer fresh water that comes from nature. Mount Franklin’s Contention for their ad is that the water comes from nature, there Intention is that they want the audience to know that Mount Franklin’s water is high quality. Solo’s Contention for their ad was about how the lemons in the drink are fresh and straight from a tree. Solo’s Intention was to tell the audience that their drink is fresh.
The two ads ‘Add a little sparkle’ (Mount Franklin) and ‘Legend of the lemon tree’ (Solo) have many similarities like their Contention and their Intention. Mount Franklin’s advertisement for sparkling water emphasises that the water comes from the Nature, this is shown in many scenes such as the jungle and the ocean. Solo’s contention for their soft drink argues that there produce comes from nature, they show this in
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Mount Franklin used Jennifer Hawkins as their face for this ad she is seen throughout the whole ad (she is also shown in many other Mount Franklin ads), this is celebrity endorsement, which Solo does not use. In contrast Solo use a character in all of their ads he is known as Solo man, this character embodies the definition of what Solo what their audience to think they will be if they have Solo, strong, muscly, tanned, and athletic. As you can see by these examples the two ads ‘Add a little sparkle’ (Mount Franklin) and ‘Legend of the lemon tree’ (Solo) have
Popular brands and companies typically rely heavily on brand names to unfairly convince people to buy their specific product, even though another brand would likely work almost the same. In order to do this, those companies use many elements of ethos, but they also attempt to establish the superiority of their brand with logos and pathos. In the commercial, “Colgate Dentist DRTV,” the brand attempts to persuade consumers to buy Colgate Total toothpaste by presenting their name and relatable women, followed by attractive visuals, but ultimately the advertisement fails to provide enough logic to convince a well-informed audience that it truly matters which brand of toothpaste they buy, and that Colgate is better than any
Back when the times were different the old ad would have been flawless, but all and all the newer ad is a much better choice. The newer ad had a perfect focal point that caught the viewer’s eye. The plot of the newer ad had superior details that made the ad better than the old one. The general feeling and mood is also an abundant aspect of the newer advertisement. Selection of elements is another aspect that the newer ad has better than the old advertisement. The new advertisement is systematized better than the old advertisement. The audience is the aspect that makes the new advertisement enhanced than the old advertisement. Although the old advertisement has many great aspects, the newer advertisement has a better focal point, action, general feeling and mood, selection of elements, and audience.
This essay is an analysis of two advertising posters, one of being a modern piece of media, the other being aimed at the previous generation. I will be reviewing posters from Coca Cola and Benetton, the latter being the modern piece of media in this comparison.
In this generation businesses use commercial to persuade different types of audiences to buy their product or to persuade them to help a certain caused. If you analyze commercial you can see how certain things play a major role in the success of a commercial. The ad I decide to analyze as an example is the commercial snickers used during the Super Bowl in 2010;”Betty White”-Snickers. This commercials starts off with guys playing a game of football with an elderly women know as Betty White. As Betty White tries to play football she is tackled to the ground. Her teammates refer to her as Mike when they come up to her to ask why she has been “playing like Betty White all day”. This helps inform the audience that Betty White is not actually playing but instead represent another teammate. As the guys keep arguing Mikes girlfriend calls her over and tells her to eat a snicker. Betty White takes the first bite and then suddenly a man appears in her place ready to finish the game. At the end of the commercial the statement "You're not you when you're hungry" is shown followed by the Snickers bar logo. What this commercial is trying to show is that hunger changes a person, and satisfying this hunger can change you back to your normal self. They use different types
For example, the idea of the commercial itself is a sort of appeal to false authority. The whole ad is based on how if you drink Dr. Pepper 10, you’ll be manly like Grizzly Adams. Another noticeable fault was used in the closing of the commercial where Grizzly says, “Mmm, bold flavor.” Bold flavor is an ambiguous statement and very subjective. What is clear is that the Dr. Pepper 10 advertisers are trying word play to suck buyers in. Several commercials have used the phrase, “Bold flavor,” in advertisements before. This just further weakens Dr. Pepper’s
An effective advertisement is able to persuade its viewers by providing informative facts about a brand that help create a sense of liking, which will enhance certain attitudes and feelings about the brand from the target audience. If an advertisement is effective it will be able to persuade its target audience. The persuasive appeals used in the Bud Light Party advertisement are source likeability, humor appeal, and appeal to broad cultural values, specifically patriotism. This paper will analyze how these three persuasive appeals can make an advertisement successful by grabbing the attention of its target audience, the millennial generation, making them more likely to have purchase intentions due a connection made between the advertisement
Michael Jordan has star power that bridges age, race, and socioeconomic class. Nike understands this aspect of the popular superstar and decided to give him his own clothing line named Jumpman23. It is the most popular form of sports apparel available and the white logo that adorns each article of apparel is known worldwide. Michael Jordan is arguably the most loved and respected athlete of this generation, thus the ad for this company depicted in ESPN The Magazine takes advantage of his immense popularity. In an attempt to expand the companies influence Jumpman23 uses professional baseball player Derrick Jeter to send its message and promote its apparel. In the essay “Absolution for Sale,” Charity Miller writes, “We live in a world of images. Among the most persuasive and insistent of these images are those directed at us by advertising. These images often do more then simply try to persuade us to buy a particular product or use a particular service. More subtly, they influence us by appealing to our desires or exploiting our emotions.” The image of Jeter training alone in a gym clothed head to toe in Michael Jordan’s clothing line combine with a poem above describing his intentions. This scene portrays the hard work and dedication that will eventually lead to success as things an athlete of any level should expect while wearing the clothing. Michael Jordan takes advantage of his legend on the basketball court and his appeal worldwide to create a line of apparel that demands the same work ethic from those who wear it. Its success is in Jumpman23’s ability to interest buyers no matter what age, race, or sport.
As a sub-claim, Barnett and Gleick illustrate how marketing and false advertising play a major role in the creation of the grandiose image of bottled water. As a ground Barnett states, how “Aquafina” gets their water from the Detroit River”, however places “snow-capped mountain peaks” on its labels, while “Everest Water” comes from “Corpus Christi, not Mt. Everest”, and “Glacier Clear Water” is actually “tap water from Greeneville, Tennessee” (Barnett 34). Barnett states the actual sources of well-known bottling companies, which are consumed by many people on a daily basis. Reading this information allows the audience to reconsider their previous beliefs on bottled water and not base all their judgment on labels. Another ground used by Barnett, is how a beverage analyst, Hemphill, believes “consumers base their bottles-water decisions on three things: convenience, the packaging, and the price as more important than whether its drinking water or spring water” (Barnett 35). This ground illustrates the superficiality of water bottles, where the image of the bottle is more important than the actual content. Barnett uses the analyst to convince her audience of the business in water bottles; not a necessity anymore, but a
I have chosen two advertisements that look different, but are selling the same products. The brands have different perspectives and different audiences. One is a Durango boot advertisement and the other is an advertisement for Ariat’s line. The Durango ad is a picture of two people, a man and a woman, on red rocks like the ones in Arizona and New Mexico. The male figure is in a bent knee, crouched position, wearing sunglasses, a cowboy hat, a brown leather vest, a white tank top and blue jeans with brown boots. The female figure is laying in front of the male figure,
Both of the adverts have main points that they want you to focus on as
We don’t see the product being drunk or compared to competitor’s products, but with the ‘no-nonsense’ slogan and a cleverly positioned still shot of the bitter the message is still clear. Despite the differences in methods all the adverts are realistic and simplistic in terms of their settings and dialogue. The whole series appear completely naturalistic and not at all staged.
A Comparison of Two Advertisements Introduction Advertising and media are part of everybody’s everyday life, with or without them realizing. Each day we see adverts on the television showing us new lifestyles that look glamorous, we hear adverts on the radio, we see slogans emblazoned on people’s clothes, on the side of buses, on billboards, everywhere!! Big companies know that they need to make their product appeal to as many ‘niche markets’ as possible and they do this by ‘audience segmentation’. This is when companies make an advert so that it would appeal to one type of person, and then another advert for the same product but for a different type of person. Although it is hard to know exactly when there target audience will be watching, companies will spend lots of money researching.
According to the course text, it is best to look at ads that are at odds with our contemporary opinions as this helps differences in assumptions to be more readily apparent (Croteau, Hoynes, &, Milan, 2012). Following this guideline an infamous ad campaign was that of the Marlboro Man (Tobacco.org, 2011). I can remember as a child seeing the Marlboro ads on the backs of magazines. To me the denotation was always very simple. I saw a cowboy, rigid, hardworking, and smoking a cigarette. In fact as a child the cigarette was always the thing I overlooked in the picture. I was mesmerized by the cowboy, the rough, tough, free cowboy I longed to be.
The two advertisements have used different images to make the audience feel in a certain way and to make it interesting and to capture the audience. The two advertisements are showing two particular holidays to appeal to two different target audiences. The both advertisements have a logo. The Dominican Republic has a slogan called "a land of sensations" but the New Zealand advertisement does not have a slogan. The 100% Pure New Zealand advertisement is aiming their advert at older people who are stressed out hardworking busy people.
Coca-Cola is a well-known and cherished brand name. When people think of this name, memories tend to overflow in their heads. Why? Because, not only does Coke taste great and refresh your own personal memories, it also fills you with memories of the Coca-Cola like "Always Coca-Cola", the antics of the Coke polar bears, and all of the different ads that have represented Coke over the years. Just about every ad you see, as a consumer, will have tons of hidden meanings. Coca-Cola may not always intend to present the same hidden meanings, but will always intend for their audience to see a commercial and hopefully crave a Coke product. I found a Diet Coke ad that really caught my eye in the August issue of Southern Living, a magazine for women. The ad, titled High School Reunion, pictured four Coke bottles in a diagonal line. The first bottle, a new unopened Diet Coke bottle, is pictured at the top left-hand corner of the page. The next two Diet Coke bottles are supposedly being consumed. At the bottom right hand corner of the ad page you see the bottle is empty. This reveals the conversation of a young woman contemplating the plans for her high school reunion. Over all Coca-Cola is believed to put these claims, supports, and warrants in their ads to make their product more appealing to the consumer.