Advertisements
An analysis of different ads that covers the selling point and what could be improved.
IKEA Ad:
‘IKEA feel alive again’, is a unique ad that is different from lots of other home-like ads due to the fact that it showcases robotic people at the start, to then alternating to a real life person living and breathing in his house with his family. From the beginning of this advert, it starts with a tracking shot, where the camera is following the subject, as he walks in a robotic/simplistic style. I think this was used to present how generic/lifeless life is without a premium household from IKEA. As you can see from the two screenshots, the lighting in the first image has a low key/blue tone, which gives a sorrow mood, whereas the bottom image has a warm mood to it. Due to the blue lighting, this makes the viewer feel like the character and feel sympathy towards him, whereas in the image, where the lighting is warm, the audience feels joy to watch the character feel at home and that they are happy with his warmth vibe.
Coca-Cola “Catch” advert:
This advertisement uses animation, which is different to many ads, but the obvious reason for this is because Coca-Cola want to show the misery of these polar bears, but want them to “open happiness” by drinking Coke and being with the other polar bears, whilst jumping around trying to catch the glass bottle, which a bear cannot obviously do which is why animation was used to emphasise the emotions a person may experience when drinking a Coca-Cola. For an animation, I think that the effects were used well, since this is an 11 year old ad and each frame looks sharp and engaging. In terms of the appeal, Coca-Cola portray that drinking Coke can bring friendship as you connect whilst drinking together. What is great for the reason of using polar bears and not people, is the fact that this ad would stick in your mind and be remembered as an odd and unique advertisement. In addition to this, I feel that the idea of linking coke into an animation was quite silly as bears aren’t linked to the idea of Coca-Cola at all. It being in a cold environment refreshes the audience and makes them feel like they want to drink some Coke.
Samsung Galaxy S23 Ultra Ad:
The Samsung S23 advert features the product itself but it showcases the new features, such as: New speeds because of the new processor, better camera quality/features and the build quality. At the beginning of the ad the phone itself is centred in the shot to have the viewers focused only on the phone.
Additionally, the person using the phone uses a rhetorical question “What’s new?” to basically say that there are multiple new features and it would be wrong to say that nothing major has been updated.
Details are also presented within the ad, to show off these new features such as the stated: “Astrophoto with extra RAW”. The viewers have probably never heard of this feature before, so they would more than likely start searching up what it does, whilst also being brought to more info regarding the product. What’s a weakness of this advertisement is the fact that it doesn’t really show much more new features than I would of liked, so I’m thinking “I don’t need an upgrade”.
Super Bowl 50:Doritos Ad
Doritos have an advert which is the weirdest advert to be seen, as it shows a Dad eating Doritos whilst the Mum is having an ultrasound scan. This however would be remembered to a myriad of people because it is really weird/odd.
Even the iconic Doritos outro logo is used to show its identity in an advert. Doritos is extremely prominent in marketing as they have made a few quirky adverts throughout the years and they have seemed to have worked, as of course their iconic packets of Doritos have been sold tons of times. Marketing products that are food/drink are one of the most viewed products online as obviously everyone has to eat/drink to stay alive, so we all need to eventually go out shopping and you will come across the crisp section and see Doritos and think: “ I might try that”. After trying the packet of crisps, you might like it or not and the majority of people that do like Doritos, will go out of their way to pick up some more from the shop on their next trip for some more shopping.
Everyone watching would definitely find this amusing and because of that unique selling point that Doritos is going for, this advertisement would get shared between social media as one of the amusing adverts out there. Doritos does have a reputation of producing comical/odd advertisements and they have seemed to have worked great as like I mentioned before, people would remember this advert for its weird presence to other adverts.
Google Scramble Ad(Social Media):
Google have made ads on Instagram which is an effective way to spread their products/services due to the fact that Instagram is used by millions of people, so a myriad of users will eventually come across this advert. In this case, Google have asked users to upload their photos, so they can be published and shared by Google as a moodboard. This encourages users to use Google services, because they need to upload to Google. Google is a very prominent brand and is the top browser engine, so the fact that they have used advertisements to promote their brand online, many more people will be familiar with the brand and use their services more than anything else.
Uploading this Ad would have been easy enough as people who work for Google would have easily went on a desktop and posted the Advertisement via Instagram. Since Google is well known for their search engine, their Advert would have quickly have been seen/viewed on Instagram.
As I have mentioned before, Google have used a moodboard to market their brand, which is a collection of people’s photos, but this is pretty smart by Google as people might want to share this to their friends and get them to upload their desired photos as well.