Adverts are strategically produced for audience to meet their aesthetic needs. Despite differences in budget, strategies such as inversion, celebrity endorsements, fear and weaknesses, are use to target particular audience groups, compiled by gender, age, location, and lifestyle. The Guinness advert is a high budget advert, which uses the newest CGI effects for example when the men go back in time and change into different life forms. The target audience for this advert is men, because men would drink Guinness’s and therefore features men in the advert, by using weakness strategy to create a sense of desire in the audience, making them want to succumb to the desire of having the beer. The target group for the Guiness advert is group B and above because it is a high concept advert. In the ASDA advert, the strategy used is fear, by the sale being at a certain time and making people go there as soon as to make sure they don’t miss it. The ASDA advert is targeted at group …, housewives and people with families because ASDA’s is well known supermarket and families are likely to shop there, and because the products shown in the advert are family based. This advert does not need a big budget but simply needs to carry the message and instill dread into its target audience. The Guinness advert is a high budget advert, which uses the newest CGI effects like for example the three men going into the pub, change into different life forms. These effects are also used for the surroundings. Whereas the ASDA TV advert from 2009 that I picked, uses no CGI or computed animated effects what so ever. The Guinness advert has a high production value because it’s got a cast of actors, special effects and sets that are both real and CGI, whereas the ASDA advert doesn’t have a set, or actors but is filmed in the supermarket with staff workers. The Guinness advert is shot more professionally which makes it look cinematic compared to the ASDA’s advert which is shot with a standard equipment.
The music in the Guinness advert is non diegetic, but has sound effects which are diegetic such as the animal noises and ice freezing them, this makes it more realistic and more film like. This music, ‘The rhythm of life’, has a connection with story. The ASDA advert is similar to the Guinness advert in terms of non diegetic sound, because it has music, but the music in the ASDA advert does not have a connection to the concept of the advert. The Guinness advert has a narrative. It tells the story and has a meaning that the makers of Guinness have taken years to make Guinness right, so that the time it takes for the froth to settle is nothing compare to the time it took to make. Compared to the ASDA advert, which has no story or narrative, just the workers explaining about sales. This makes the Guinness advert a concept advert. The narrative of the Honda advert is about a group of old engines, which are bad for the environment, causing damage to the surroundings are being destroyed by the nature and animals. The advert is CGI animation, in a make believe place based on earth which is about nature. This advert is high budget animation compared to the cresta advert, which is low budget animation. The cresta adverts narrative is about a bear, and the bear’s reaction to drinking cresta. The cresta advert is drawn animation. The Cresta advert doesn’t have a narrative whereas the Honda advert has a strong narrative. All the sound in the cresta advert is diegetic for example it is just a bear that is talking to the audience. There is no music in the Cresta advert compared to the Honda advert, which has a song throughout the advert, which the narrative is based around. Both adverts use voiceover. At the end of the Cresta advert, there is a voice over that explains that there is new flavours of the drink. The Honda advert styles out the voice as if its the beginning of a story or song, like in musical theatre.
The colour is really colourful in the Honda advert trying to show its trying to be summer with a blue sky. This might give people the idea that if they drive their old engines that they’re doing damage to the advert by making the advert colourful except the engine. The Cresta advert’s colour is very dull, the only colour used is the drink, as this highlight’s the drink. Both adverts highlight the point of focus but using different techniques with colour. The Cresta advert’s editing is all done as one take except for the ending where it cuts to the bottle and text. The Honda advert compares to this as it hasn’t many cuts except when it also cuts to text. Both adverts have a slow pace to their editing. The Honda advert creates fear because people may fear that they are damaging the environment and it might persuade them to buy a more carbon friendly car. The Cresta advert however uses weakness as a target because the reaction of the bear when he drinks the drink. It may make the audience to want to feel that experience. The Honda advert is targeted for families because they may want to lead a healthier future for their children to grown in, the parents, and also have a family car that is practical for the family.
Advert essay draft two