The two adverts I decided to research in to more and analyse are the very iconic ''the holidays are coming'' coca cola advert and the also very iconic postman roof collapse tango advert. I decided to pick these two as they are both very different and they both target the audience I would like to target in my advert.
Firstly, I'll start with the Coca cola advert. This advert has been extremely popular for years, and is most definitely one of coca cola's most memorable TV adverts. The whole advert represents Christmas and that the holidays are coming. The journey that the lorry take represents the excitement and build up to the holidays coming, i think this could also represent the drink, coca cola, because it's saying that the drink will be worth the wait once you've drunk it, most people love Christmas and the build up to it, so this advert could be representing the journey in which you buy the drink and drink it. I think this advert represents family very well, Christmas is associated with family and you also see the father and son in the car, as well as a house all lit up. By representing family, it's showing that this drink can be for everyone. Christmas is a time to celebrate for most people, so it's also representing that the drink can be drunk when there is a time to celebrate and that it's a quality drink.
The target audience for most of coca cola's adverts are the younger generation 13 - 24 year old but I feel this advert could be suited to an even younger audience, as younger kids love Christmas and Santa Claus, so i feel this advert is fun and exciting for them to watch. Also, you see the young boy with his father looking happy and in amazement at the lorry. I think this advert targets their audience extremely well, the music they use sounds young and current, but it also has a Christmas feel to it, which is very popular. By using the whole Christmas theme it instantly attracts the target audience as that age range appreciate and look forward to Christmas more than others. Also, like i said further up, Christmas is associated with family time, parties, celebrating, just fun good times, which is what the target audience enjoy to do.
Coca cola are a very well represented brand and up hold a strong positive image and I feel this advert definitely reaches those standards. This adverts gives the brand a good image as it's very family friendly, which doesn't suggest that it's bad for you in anyway and by using different ages and genders in the video, it gives the image that the drink is versatile and anyone can drink it. Coca cola is a soft drink, people associate soft fizzy drinks with the hot weather and hot drinks with cold weather, but as this advert is based around Christmas, people start to associate the brand with Christmas and it gives the audience the impression that you can drink this drink in cold weather and it tastes just as good.
The way to advert is edited definitely adds to the suspense of the commercial. Whilst the song is building up, the cuts are fairly slow and track the movement of the lorry, but as the music gets faster and goes in to the ''holidays are coming'' part, the cuts are quicker, the advert is fairly simple and could get boring easy, but by cutting in speed to the music, it's definitely keeping pace and not getting boring. The advert is shot in the mountains, which is definitely not a place you expect to see several large lit up trucks driving through, so by using this location, it makes the trucks stand out even more, despite the lights, as that isn't a usual place to see them. Throughout the advert the locations change. The lorries are still on a road and it still shows the journey they are taking, but as the advert comes to an end, you see in the distance lots of lights, which looks like a busy town, this could represent the drink in saying that it's come from nowhere but it's heading to big places and is going to be popular and surrounded by more people. The advert uses a range of different shots such as, close ups, long shots, establishing shots and high shots. When the lorry is passing the camera, they usually use close ups and make it look like the lorry is passing the camera, this way it feels it's from the viewers point of view and that the lorry really did just pass them. During the advert, the lorry's go over hills and over a bridge, during these scenes, they use a lot of long shots from the front of the lorries and behind them. I feel they use these so that you can see the journey more and take in the surrounding areas. They also cut to a lot of close ups of the people on the side of the road watching the lorries, so that we can see their expressions clearly. As the music speeds up the camera cuts to a few close up shots of the side of the lorry and also a high shot of the top of the lorry, i think they do this to build suspense and keep us waiting to see where it's heading. Like I've said previously, the music starts of slowly, then gradually builds up in to a faster speed. The music sounds fairly young and current which suits the target audience well.
I feel that the main advertising techniques that coca cola use in this advert is emotional selling point and weasel words. They use emotional selling point in a good way, by showing all the different emotions and happiness on all the peoples faces in the advert, it makes you feel happy, also the whole Christmas concept and the excitement in the song, makes the audience relate to it. They use weasel words in the advert as they don't have any speech at any time, yet you still get a positive feel from to advert as it's all happy and the face expressions are enough.
There isn't really a narrative in this advert, it's just showing the journey. Although, the faces on the peoples faces almost tell a story as you see how happy they're at that they'll be looking forward to Christmas and you see how confused they are and wondering what coca cola is.
Overall, i feel this advert is very successful in appealing to it's target audience and is definitely one of my favourites.
The tango advert is the complete opposite to the coca cola advert in many ways. Firstly, this advert represents a modern average day, not in the sense that everyone lays waiting for the roof to collapse, but where it's shot and how to characters are represented shows that it's an average home. I think that the concept of this advert is that the man is represented to be waiting for a thrill. The whole adverts is made to seem like a competition or a sports game of some sort, to make us feel like it is a sporting game, they had a man doing a voice over which sounded like he was commentating a sporting game. Stereo typically men are associated with sport and supposedly like to compete against each other, so i feel this is why they only used men in this advert, as it very clearly represents sport.
This particular advert i feel is targeted at young males, between the age of 18 - 30, middle class. I feel it reached it's target audience extremely well. Like i said previously, Men are associated with sport and being competitive, so by using the whole sporting game concept, it worked really well and made it clear who the drink is targeted at. I think they targeted the middle class range very well. The way the main character is dressed is fairly average and everyday, and the fact they use a postman, which is a middle class job now days, also targets them well. This advert definatley reaches its target audience and makes it seem like the drink is good enough and will satisfy everyday people.
I think this advert gives the brand a very good image and a very memorable image. It makes the brand seem light hearted and funny. It also gives the brand a masculine image, as you don't see any females or hear any females in this advert at all. So it's almost like the Yorkie slogan ''it's only for me''. The advert is very slow paced, there aren't any fast shots, it's all in a slow speed to build suspense and tension for when the roof collapses. Usually, when the big climax happens the shots speed up, but in this advert the speed stays slow throughout, although the shots do change. In the beginning of the advert they use a lot of long shots and establishing shots, so that we understand what is going on in the advert, but as the tension builds we see a lot more close ups, for example they use a close up on the tango dripping, the blender itself, when the postman posts the apple and when the man licks the drip of his cheek, this shows that they use close ups when something significant happens and they want us to pick up on it more.
There is no music at all in this advert, unlike the coca cola advert. Like i said previously, there is a man doing a voice over which sounds like a commentator. This is all we hear throughout as he is building tension for when the crash happens, which is representing, for example, a goal in football. The voice over mans voice sounds fairly boring up until the roof gives in when he gets extremely excited like a real commentator would when it's time to celebrate. There is only 3 locations in this advert, the basement where most the action takes place, the hallway and the front of the house, which we only see once, all these places are every day places and create a sense of normality in the advert. Also, as they're all casual places, you don't expect such shocking things, like a roof collapsing, to take place there.
The message in this advert is that you'll get a thrill if you drink tango or that it will make you do something shocking to stand out. The genre of this advert i would say is comedy as it isn't serious and once the roof collapses it's funny seeing the man covered in the drink. Overall i feel this advert is very good. It's definatley memorable and appeals to the target audience brilliantly.
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