Characteristics of Advertising

Coke Zero - Unlock the 007 in you

Benefits Offered-

This advert shows the audience that you can become a man, become a hero or do anything after drinking Coke Zero. Coke Zero was originally made for men as Diet Coke was classed as a "woman's" drink so the company made a new brand to make it more masculine. The advert is based on James Bond which is based upon a male spy/hero, indicating whomever will be buying or drinking this could be inspired like the male in the advert. From 0.00-0.10, the male drinking the Coke Zero gave off the impression that he lacks confidence and comes across as shy. When he drinks the bottle of Coke Zero, he starts humming the bond tune and makes his move to "rescue" the girl- throughout the advert, he is then seen doing all kinds of stunts and "bond" actions and then is with the girl in a boat towards the end of the advert. This tells the audience that drinking Coke Zero can improve your confidence, make you do things you wouldn't usually do and bring out the hero in yourself.

Advantages over other similar products-  

Compared the similar adverts that are competing with Coke Zero, this advert along with it's past ads are more or less telling the audience what it can do for you and how it can change you. The brand coke Zero isn't just selling itself because it has no sugar, it is also telling the audience how it can get you your dream girl and how it can make your life seem like a film. This advert is thinking outside the box and advertising not what's in the product and how it's good for you- like many others- it is telling you how it can affect and make your future life much better. 

USP-  

The best thing about the Unique Selling Point is that it's not focusing on the product, and focusing on the buyer. This drink has the power to make you a better person, it inspires the man in the advert to push the boundaries and live with the confidence and drive like 007, demonstrating the belief that there is a little Bond in all of us. Comparing the guy between 0.00- 0.10 and 0.50- 1.00, it shows him as a different and more self-assured person telling the male figures watching this that it could happen to them in very little time.  Another unique selling point of this advert, in my opinion, is the fact the bond theme is hummed throughout the advert. The actors are singing it and acting out what they are doing which is telling the story allowing the audience to put together what is happening and give them an understanding of what they would be saying based on their actions and body language.

Lifestyle Appeal- 

From this advert, I would say that the target audience would be for men aged between 18-30 because the individual in the advert that has the "007 brought out in him" is a male ages between the range I gave above. This advert would sell its product to the target audience because it is addressing the public that they can also be a hero. The advert gives off a slightly realistic scenario, everything from 0.00- 0.30 seems quite subtle and convincing- minus the boat jumping and motor bike stunts-. The tagline for the advert is "Get the girl of your dreams against all odds" also letting the audience know it's aimed at men.

Brand Identity- 

The brand identity would be "confident", "fearless", "daring" and "motivating". All these adjective would be a perfect summary or tag line for this advert, e.g. Be fearless or Be daring, this is to emphasize how the drink can make you courageous and "manly". I think this advert is a great way of adverting it's manly range of Coke because it has a great story line and also relates it to one of the most masculine hero/action films made. 

Walkers Crisps ft. Gordon Ramsey

Benefits Offered- 

This advert was presenting the new Walker's range of flavoured of crisps that you would usually get in a restaurant. The new flavours were 'Roast Beef and Yorkshire Pudding', 'Lamb and Mint sauce and 'Baked Ham and Mustard'. These were the first meal based flavours that were advertised in 2004 making the company quite popular at the time. The benefits of buying these crisps would be that you could enjoy the crisps because they would taste like a meal you would buy in a restaurant. What could be better than getting a main course meal in a bag for around 60p? At 0.28, the voice-over says "Introducing the Great British Dinners Range from Walkers" meaning that it is practically a dinner in a bag. This could benefit a lot of people because they can get a lot within something so little.

Advantages over other similar products-

The advantages of this product compared to others is that you are more or less could have a dinner within a small crisp package because of the intense and realistic flavour of the crisp. 

USP- 

The Unique Selling Point of this advert is that a celebrity is involved. Gordon Ramsey is on of England' greatest chefs so to have him in this advert must mean the new product is amazing. From ----- to -----, you can see Ramsey screaming out "Where's my Lamb and Mint Sauce?, Where's my Roast Beef and Yorkshire Pudding? Where's the Baked Ham and Mustard?" From this, the audience should assume that he is searching for a plated up meal to serve out but then at -----, we discover it was just a packet of crisps. This would mean that the crisps are so tasty, they could be made in a 4 star restaurant. I think that this is really effective and completely sells the product. 


Lifestyle Appeal- 

From this advert, I would say that this product would be aimed at both genders aged from 17+. I say the late teenage year and over because children and young teenagers are picky with food and may not enjoy foods that are being promoted in the advert. The advert itself is not really childish or foolish which would attract children so I believe that the product is trying to attract adults and teenagers.

Brand Identity- 

The brand identity would be "delicious", " new" and "amazing". I think these adjectives would be suitable for the advert and product because they are trying to promote a new product in a new way. I think this advert is overall a great way to promote this item because it emphasizes how succulent and realistic the flavour would be from the location and celebrity in the advert.