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The big idea of this intimate advertisement is to invite people to try & enjoy Starbucks' new product offering - one that allows consumers to get the Starbucks experience at home.
The art is a key factor. The coffee colours of the ad are also Starbucks' colours. The inviting cup of coffee is the foreground and coffee beans the background of the picture. The angle of the cup allows the viewer to see the extremely luscious looking coffee in the cup, and we associate the coffee with the beans. The patchwork effect of the ad and the typewritten font all support the novelty and freshness of the idea.
The benefit & news headline is in the leading position in the ad. It contains the key word of "Fresh-, meaning something new is being offered, hints at what the product is, evokes excitement and sets the tone and mood of the ad. "Starbucks- in the headline utilises the brand's selling power to the maximum and attracts the readers' attention. Also, I surmise from the use of Starbucks in such a prominent way that this advertisement's target market and audience is any Starbucks patron.
The subhead "Our coffee - your house- below the coffee cup and above the Starbucks logo in the ad makes the ad more personal and is again working on Starbucks' brand identity and appealing to their loyalists.
The boxed 3 word kicker above the body copy - "Fresh Brewed Coffee- creates comprehension of what is being offered and builds on the attention grabbing words of the headline. It also leads the viewer into the body copy.
The entire body copy is written in plain, simple, easy-to-read words. It is full of key (attractive) words - for example, "new-, "your favourite-, "rich & flavourful-, "fresh every time-, "perfect cup-. The body copy also retains the audience's excitement that was aroused in the headline and kicker.
The body copy is written as if to one person (individualising the ad) and tells the reader to "Try something new- - appealing to the audience's sense of adventure and desire to break from routine.
Ads are a major part of our everyday life. ... Both of these ads used a "sex sells" approach. ... Both ads also displayed a warning about the product. ... The women in the ads are very attractive and both have a very seductive look on their face. ... As shown in these analyses though the majority of the culture still draws it's attention to beauty and or suggestive references. ...
Describe and analyse the ways in which a recent advertising or marketing campaign targeted its audience. ... The ads ends with the strap line "the devil makes work for idle thumbs", and promotes Virgin Mobile's 3p tariff when texting other users in the same network. ... Both of the tongue-in-cheek ads end with the strapline `The Devil Makes Work for Idle Thumbs', keep yours busy text another Virgin Mobile for just 3p. ... The two recent Wyclef ads, featuring American recording artist and producer Wyclef Jean, were hugely popular for their use of tongue-in-cheek humour. These...
Part III, "Issue-Advocacy Advertising", is a very short section that has only one topic of discussion, do issue ads work, and if so when. ... The project 3 was based on analyses of 2,535 speeches, 880 ads, and 23 debates, and is a collaborative research project that examined the character of every presidential campaign since 1952 and took 10 years to complete. ...
According to the report of the Task Force on Advertising and Children (2004) as children reach the age of 4-5, they are able to make a categorical distinction between commercials and other programmes, but mainly on the basis of affective ("advertisements are funnier") or perceptual ("ads are shorter") cues only (4). ... If we want to examine how advertisements affect children, we need to look into the theories of cognitive development, the differences of children's understanding of commercial content at various stages of their life as the success of any advertisement ...
Through further analyses of advertisements that utilize the NESQUIK bunny one would find increased use of technology and an appeal to a wider audience. ... At one point, the bunny was also a superhero-Quik Bunny- who wore a giant "Q- around his neck and even appeared in ads with Superman! ... With ads like the one included it was hard for families to say no to the cute, button-nosed bunny with that irresistible smile. ...
The report also notices and generally analyses the Brand Positioning and the consistency of the Marketing Mix Strategy in Australia's beverage market. ... There are no TV Ads or print media, but online promotion for special discounts. ...
If it has such an effect on our lives it makes sense to study it and be able to analyse and interpret what adverts are telling us. ... Although in some ads the product may be aimed at a particular ethnic group, for example make up products for white skin will not be advertised with a black model. ...
Outline: I. History II. General View III. Mission Statement A. Creative Pioneer B. Leader in The New Age C. Better Ideas and Better Results D. Trusting Relationships E. Integrity, Diversity and Respect F. Unquenchable IV. Structure V. Process VI. Compensation VII. Creative...
Many Americans are persuaded by the ads that involve famous people or celebrities; some identify this as a propaganda technique known as black and white fallacy. ... By reading this analyses of Palmer's essay the reader should have a better understanding of the persuasion strategies used such as narrative stories, evidence, and propaganda tools. ...