Advert Analysis (Guinness)

 Unit 2: Television Advertising

Television Advert Analysis

 

What is the ad for / what is the message?

The ad is for middle aged men who would want a beer, the ad shows a middle-aged man at a extreme close up of a middle aged man, who’s going to surf with a group of friends who go through a massive wave taking our the main characters friends out one by one which represents the pint glass getting filled up until it’s a perfect pint with no spillages or extra foam sticking out which the others surfers don’t get not a perfect pint, at the end we see our main character celebrating meaning his survived the massive wave which represents he got the perfect pint. In the ad one by one a surfer crashes out, until it leaves eventually one who manages to conquer the wave.

Who is the target audience?

The target market being young adults with a high focus on maturity. Not only does this type of marketing campaign capture attention, but it also positions Guinness as a company that cares about morals and the good of communities.

So, psychographics refers to the middle-aged man trying to find all the information of their beliefs, values and goal. The masculine male in the advert reflects what the middle aged in the target audience.

For the mainstreamers this AD would be for 40% of the population and would have interests into like individuals involved into the Guinness AD.

The social grading for people for the target audience for Guinness is mostly between C1, C2 and D which I believe are the main place where the main area of the of the middle-aged men usually are.

-          C1 is Lower Middle Class (Supervisory and junior managerial or professional)

-          C2 IS Skilled working class (Skilled manual workers)

-          D is working class (Semi and unskilled manual workers)

 

 

 

 

When was the advert aired / when would you expect it to be aired?

Ad was made in 1999 by Diageo to promote Guinness-brand draught stout in the United Kingdom. The cornerstone of the campaign is a television commercial, originally 60 seconds long.  The main characters name is ‘Rusty K’

The ad looks like it should have been made in the 60s or 70 because that was the prime time when surfing was popular and the black and white effect makes it look like it belonged in that time period.

 

 

What form does the ad take?

Live action and a small amount of animation, person surfing through a giant wave is real and him and all his friends are real, then we see some magical mythic horses running on top the wave. Distinctive black and white stock and the metaphor of "white horses" illustrating the power of the wave.

 

What style is the ad / what persuasion techniques are used?

Serious at the start then we see come dramatic action man vs water. It brings awareness to the surfing sport showing how if not done properly you can fall into the water and drown and riding a board takes skills and talent.

 

Does the ad follow AIDA? If so, how?

A – Attract – It gets the consumer involved directly but looking into a man eyes adding confusion into you thinking what this ad could possibly be.

I – Interest – Shows a beautiful beach in some nice area with massive waves and tides

D – Desire – Seeing all those surfers together jumping around all happy is like small representation who in a night out when your done leaving the local pub for example is almost like your intoxicated all happy and drunk and want to jump around with all your friends

A – Action - At the end they mention “GOOD THINGS COME TO THOSE WHO” and in your mind you’re finishing off the sentence by saying wait cause it a phrase that sticks around in your head.

 

 

 

 

Discuss the characteristics of products / services:

Guinness has a malty sweetness and a hoppy bitterness, with notes of coffee and chocolate. A roasted flavour also comes through, courtesy of the roasted unmalted barley that goes into its brewing. It has a sweet nose, with hints of malt breaking through, and its palate is smooth, creamy, and balanced.

 

 

 

 

Who is responsible for regulating this advert (and all advertising) in the UK?

 

Advertising Standards Authority (ASA) and Committee of Advertising (CAP)

ASA is a self-regulatory organisation of the advertising industry in the UK, ASA main rules are to regulate the content of advertisements, sales promotions and direct marketing in the UK.

CAP is British organisation responsible for the UK code of non-broadcasting advertising which is main code of practice for the self-regulation of the non-broadcast advertising industry in the UK. 

 

 

 

 

 

 

 

Analyse the codes and conventions of the advert's construction

Extreme close-up angle, gets you involved directly like they want you to know who this man is