Analyse in detail 2 fizzy drinks
Vimto
this is the advert I’ve decided to analyse, I choice this advert because I think its aimed at a similar target audience to what my own product will be, therefore should hopefully help me when developing and creating my own advert.
The advert starts with music straight away, upbeat, and catchy and helps set the scene for the first 3 seconds. This time helps you take in all the information given to you and is a great way to set the scene and introduce the characters. In this particular advert the characters consist of three fruit cartoons, a raspberry, a grape and an apple. The music and image of the fruits, together creates a light hearted and humorous atmosphere, ready for the speech to start. There isn’t a lot of talking in the advert, I don’t think there needed to be as the imagery, cinematography and music do the talking. The only words are said by the computerised raspberry right at the beginning, other than this there’s only music, sound effects and the action onscreen itself to keep the advert flowing. For this to work, each component that makes up the advert must be clear so the viewers can easily understand what’s happening. I think adverts with less; even no words have the potential to be the most powerful. The accents of the fruit are very distinctive and are popularly used in other recent films of a comedy genre, “Helloooo pretty ladysss” says the Russian raspberry, by choosing an accent like this emphasises the comedy in the advert even more, all these factors make the characters funny to many audiences. The music used is their rap song ‘bounce and boom’ by big babby ft box bottom.
The characters consist of 3 computerized fruit and three young attractive girls who appear to be stuck up at first and not interested in the fruit because they think they’re too good for them, (a realistic situation in life) until they show off, the car starts bouncing, the fruits then burst, thus creating the Vimto. The girls then taste the Vimto and are more than impressed, their attitude changes from boring to fun after tasting the soft drink! The girls are wearing light coloured tops that don’t stand out therefore not taking much attention away from the brightly coloured fruit. Similar to the scenery around the cars and the cars themselves everything seems very ordinary and nothing other than the fruit pops out at you. The girl’s car is also white suggesting that the girls are innocent young girls. The fruit are represented as ‘typical cheeky lads’ the producers chose the up beat hip hop music and American gangster car for comical value.
I think the target audience for Vimto is youths around the age range of 12-20, who are buying a fun flavoursome drink. I think the girls appearance and music chosen helps to aim the advertisement at the intended target audience. I think the advert could be aimed at boys and girls but I think more towards boys because its all about fun, something new and its funny. I believe these 3 factors link me to a boys audience.
The product isn’t actually revealed until the very end, this can go one of two ways, be effecting IF you keep your audience to the end of the advert to see what it is for, or bad, if you waste a whole advert because the viewers turn over after only a quarter way through so I think if your going to do this you need to have a very exciting advert to keep the viewers attention. I think this advert is an excellent example of this technique of advertising being used to its best.
The genre is definitely comedy, it uses computerised fruit to represent humans in a funny way with accents, I think the audience will enjoy this humour. A drink like Vimto wouldn’t suit any other genre unless the drink was completely re invented as something different with a different logo and design. Vimto It is a fun and fruity drink, so needs to have an advertisement that’s full of action too. it wouldn’t advertise the drink to the right audience, or suit the taste if not.
The director and editors have cleverly cut the shots to the beat of the music. This is affective and helps relate the music to the advert even more. There’s Always 3 people in shot at all times, this helps creates more action on screen. They give many different views of the characters from different angles and closeness; this adds depth to the advert and make it more interesting to watch.
I really enjoy this advert myself, I think it’s successful and serves its intended purpose, its memorable and gets people talking about it. Its fun, bright, light hearted and entertaining, what more could you want in an advert?!
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