Benefits Offered
This advert style shows the viewer what things their product can offer in terms of the area it is to be used. For example, a shampoo advert may state that it removes dandruff, makes your hair look fuller, smell nicer etc. The list of benefits that it offers to people is meant to attract them to it and allow them to believe that their product can truly help. The advert I have selected below is a colgate toothpaste advert. Though it has characteristics of other types of adverts (advantages over similar products) it also has a long list in the advert of things that can help benefit people's dental health eg. plaque removal, whiter smile, fresher breath etc.
Advantages Over Similar Products
This type of advert literally states why it is better than another product. It may show statistics, facts or even surveys to try and convince the audience that it is a superior product. It could either be done by showing the two products side by side and then the benefits of each one (with the advertising product having the most) or having people test the product on a street and say which they think is better. The other product will very often not be given a name other than 'another leading ... (type of product)'. This will be to avoid giving it extra publicity as it is a competitor. The advert below supposedly shows that one Duracell battery can outlast 12 normal zinc batteries. Though no other brands are directly mentioned the small print at the bottom of the advert clearly states that the other type of batteries are Kodaks. The advert is done in a fun, quirky way showing the Duracell rabbit (powered by a Duracell battery) outlasting 12 gorillas playing the drums (who are powered by zinc batteries). This and the clear message being spoken tells the audience that Duracell is the superior product.
Unique Selling Proposition (USP)
This type of advert involves giving the viewer a unique selling proposition that cannot be matched by any other product on the market. This is meant to make people switch brands. It is to make the product differentiate from its competition. The advertised product may be exactly the same to all other products but offers one hugely, specific benefit. That is it's USP. The USP of the advert below is that it has the drying power of 3 standard sheets of kitchen towel. The fact that the sheet doesn't seem to tear while gathering all spilt liquid suggests it is a superior product to others and has a unique benefit to it that no other product can offer.
Lifestyle Appeal
This type of advert connects its product to life choices or a lifestyle that are highly attractive. This could be inferred by people that the use of the advertising product could put them in the position of the person within the advert who has a highly desirable life. People may associate the advertised product with success and want it so much that they will use the product to mimic that person's lifestyle. The advert below is for the body wash 'Old Spice' and shows a man having a luxurious life, all seemingly due to having the smell of the product. He is seen on a boat, with diamonds, on a horse while also possessing an athletic body. The advert is mostly aimed at women as well as its product-market men, as the man is showing all the things he has that other women's husbands dont. However, the men could if like him, they start using old spice. The men may want to or be encouraged by their wives/girlfriends to buy the product.
Brand Identity
This type of advert clearly labels the brand and uses something to visually represent the company such as a logo, or perhaps something such as a song or image. The advert may also use slogans and straplines to attract viewers and customers and once the brand has been established they can then advertise the product. The advert below is a 'We Buy Any Car' advert that has a catchy, if slightly annoying, song. The song states the brand many times so people can easily know what is being advertised. It also tells people about what it does in song form, which they will hope people retain in their minds for longer due to its catchy style. The lyrics include 'any make, any model, any age, any price from £50 to £100,000'. The song also tells people how to find out the value of their car on the company's website. The dancing and colours are eye-catching and may also possibly catch the attention of channel hoppers. The colours that the dancers wear also represent the colours of the company logo (green).
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